Khafifah, Indar Parawansa (2022) SKRIPSI: Pengaruh Diskon, Adiksi Internet, Dan Motivasi Belanja Hedonis Terhadap Online Impulse Buying di Marketplace Shopee pada Mahasiswa Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study aims to analyze the effect of discounts, Internet Addiction, and Hedonic Shopping Motivation On Online Impulse Buying in the Shopee marketplace for Yogyakarta students. The sample of this research is Yogyakarta students who have made purchases at the Shopee marketplace. The number of samples is 105 respondents. Sampling technique using Non-probability sampling model. The method used is the Purposive Sampling method. The tests used in this research are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, t-test and coefficient of determination test. The results showed that discounts did not effect on online impulse buying, internet addiction had a positive and significant effect on online impulse buying, and hedonic shopping motivation had a positive and significant effect on online impulse buying. Based on the coefficient of determination test (adjusted R2), the result is 0.471 (47.1%) which means that The Discount Variable, Internet Addiction, and Hedonic Shopping Motivation contribute 47.1% to the Online Impulse Buying variable, while the rest is 52, 9% is explained by other variables not included in this study.
| Item Type: | Thesis (Masters) |
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| Uncontrolled Keywords: | Discounts, Internet Addiction, Hedonic Shopping Motivation, Online Impulse Buying |
| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HF Commerce |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 05 Dec 2022 02:09 |
| Last Modified: | 05 Dec 2022 02:09 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/355 |
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