?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+FLASH+SALE+SHOPEE+TERHADAP+PERILAKU%0D%0AKONSUMTIF+GENERASI+Z+DI+FAKULTAS+ILMU+SOSIAL+DAN+ILMU+%0D%0APOLITIK+UNIVERSITAS+LAMPUNG%0D%0A&rft.creator=Novita%2C+Indarti+Sitio&rft.subject=300+Ilmu+sosial&rft.subject=301+Sosiologi+dan+antropologi&rft.subject=321+Sistem+pemerintahan+dan+sistem+negara&rft.description=Shopee+merupakan+mall+daring+yang+paling+banyak+digunakan+konsumen+untuk%0D%0Aberbelanja.+Shopee+dikenal+sebagai+mall+daring+yang+sering+memberikan+flash%0D%0Asale+sebagai+strategi+meningkatkan+pembelian+suatu+produk.+Konsumen+dapat%0D%0Aterpengaruh+untuk+membeli+dan+mendorong+terjadinya+perilaku+konsumtif+karena%0D%0Aflash+sale+memberikan+penawaran+yang+terbatas.+Tujuan+penelitian+ini+untuk%0D%0Amengkaji+dan+menjelaskan+pengaruh+flash+sale+shopee+terhadap+perilaku%0D%0Akonsumtif+generasi+Z+di+Fakultas+Ilmu+Sosial+dan+Ilmu+Politik+Universitas%0D%0ALampung.+Penelitian+ini+menggunakan+metode+kuantitatif+dengan+dua+variabel%0D%0Apenelitian+yaitu+flash+sale+shopee+sebagai+variabel+independen+dan+perilaku%0D%0Akonsumtif+sebagai+variabel+dependen.+Teknik+pengambilan+sampel+yang%0D%0Adigunakan+adalah+probability+sampling+dengan+cara+simple+random+sampling+dan%0D%0Arumus+yang+digunakan+untuk+menentukan+jumlah+sampel+adalah+rumus+slovin.%0D%0ATeknik+analisis+yang+digunakan+meliputi+uji+validitas%2C+uji+reliabilitas%2C+uji%0D%0Anormalitas%2C+dan+uji+linearitas.+Uji+Hipotesisi+dalam+penelitian+ini+adalah+uji%0D%0Aregreasi+linier+sederhana+%2C+uji+parsial+dan+uji+koefisien+determinasi+r+square.%0D%0ABerdasarkan+hasil+penelitian+yang+dilakukan+peneliti+terdapat+pengaruh+flash+sale%0D%0Ashopee+terhadap+perilaku+konsumtif+yang+ditunjukkan+melalui+persamaan+regresi%0D%0Alinier+sederhana+Y%3D+2%2C989+%2B+0%2C462+X+dan+membandingkan+thitung+sebesar+10%2C835%0D%0Asedangkan+ttabel+1%2C98552+maka+nilai+thitung%3Ettabel+yang+artinya+ha+diterima+dan%0D%0Amelalui+uji+koefisien+determinasi+r+square+sebesar+0%2C555%25.+Hal+ini+bermakna%0D%0Abahwa+kontribusi+flash+sale+shopee+(X)+dan+perilaku+konsumtif+(Y)+adalah+sebesar%0D%0A55%2C5%25+dengan+sisa+44%2C5%25+disebabkan+oleh+faktor-faktor+lain.+Jadi+dapat%0D%0Adisimpulkan+bahwa+terdapat+pengaruh+antara+flash+sale+shopee+terhadap+perilaku%0D%0Akonsumtif+generasi+z+di+Fakultas+Ilmu+Sosial+dan+Ilmu+Politik+Universitas%0D%0ALampung.+Teori+tindakan+sosial+dengan+tipe+tindakan+rasional+instrumental+oleh%0D%0AMax+Weber+yang+digunakan+peneliti+merupakan+tindakan+yang+dilakukan+secara%0D%0Asadar+memperhitungkan+keselarasan+cara+untuk+mencapai+tujuan.++%0D%0A%0D%0AKata+Kunci%3A+Flash+sale+shopee%2C+perilaku+konsumtif%2C+generasi+Z+%0D%0AShopee+is+the+online+mall+that+consumers+use+most+for+shopping.+Shopee+is+known+%0D%0Aas+an+online+mall+that+often+offers+flash+sales+as+a+strategy+to+increase+product%0D%0Apurchases.+Consumers+can+be+influenced+to+buy+and+encourage+consumptive%0D%0Abehavior+because+flash+sales+provide+limited+offers.The+aim+of+this+research+to%0D%0Aknow+the+effect+of+shopee%E2%80%99s+flash+sale+on+consumptive+behavior+of+generation+Z+in%0D%0AFaculty+of+Social+and+Political+Science+Unversitas+Lampung.+This+research+used%0D%0Aquantitative+method+with+two+variables+namely+shopee%E2%80%99s+flash+sale+is+independent%0D%0Avariable+and+consumptive+behavior+is+dependent+variable.+Sampling+technique%0D%0Athat+is+used+probability+sampling+by+using+simple+random+sampling+and+the%0D%0Aformulation+that+is+used+to+determine+the+sample+is+slovin+formulation.+Analysis%0D%0Atechnique+that+is+used+validity+test%2C+reliability+test%2C+normality+test+and+linearity+test.%0D%0AThe+hypothesis+of+this+research+are+multiple+linear+regression%2C+partial+test+and%0D%0Adetermination+coefficient+r+square.+Based+on+the+result+of+this+research+there+are%0D%0Aany+effect+of+shopee%E2%80%99s+flash+sale+on+consumptive+behavior+that+showed+through%0D%0Amultiple+linear+regression+Y%3D+2%2C989+%2B+0%2C462+X+and+compare+between+t+hit+10%2C835%0D%0Aand+t+table+1%2C98552+so%2C+value+of+thit+%3E+ttabel+it+means+ha+is+accepted+and+through%0D%0Adetermination+coefficient+r+square+is+0%2C555%25..+it+means+that+contribution+of%0D%0Ashopee%E2%80%99s+flash+sale+(X)+and+consumptive+behavior+(Y)+is+55%2C5%25+with+the+remainder%0D%0A44%2C5%25+it+caused+by+another+factors.+So+the+conclusion+there+is+any+effect+of%0D%0Ashopee%E2%80%99s+flash+sale+on+consumptive+behavior+of+generation+Z+in+Faculty+of+Social%0D%0Aand+Political+Science+Unversitas+Lampung.+The+theory+of+social+action+with+the%0D%0Ainstrumental+rational+action+type+by+Max+Weber+which+is+used+by+researchers+is%0D%0Aan+action+carried+out+consciously+taking+into+account+the+harmony+of+means+to%0D%0Aachieve+a+goal.+%0D%0A%0D%0AKeywords%3A+Shopee+flash+sale%2C+Consumptive+Behavior%2C+Generation+Z+%0D%0A&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK+&rft.date=2024-02-07&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F7917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