title: PENGARUH HEDONIC SHOPPING MOTIVATION, E-WOM DAN  CONTENT MARKETING TERHADAP IMPULSE BUYING    GENERASI Z PADA TOKO FASHION    (STUDI PADA KONSUMEN GENERASI Z MELALUI PLATFORM    TIKTOK DI BANDAR LAMPUNG)
creator: Cintia , Widuri Tami	
subject: 300 Ilmu sosial
subject: 350 Administrasi publik dan ilmu militer
description: Platform Tiktok sangat berdampak terhadap impulse buying dikalangan generasi  Z. Hal inilah yang menjadi dasar bagaimana hedonic shopping motivation,  electronic word of mouth dan content marketing berdampak pada impulse buying  generasi Z. Penelitian ini bertujuan untuk mengkaji pengaruh hedonic shopping  motivation, electronic word of mouth dan content marketing terhadap impulse  buying generasi z pada toko fashion melalui platform tiktok di bandar lampung.  Metode yang digunakan pada penelitian ini adalah explanatory research dengan  pendekatannya yaitu kuantitatif. Populasi yang ditetapkan untuk melakukan  penelitian ini yaitu generasi z platform TikTok di Bandar Lampung dengan  jumlah sampel penelitian sebanyak 97 responden yang dikumpulkan melalui  kuesioner disebarkan secara online. Teknik sampling yang digunakan untuk  melakukan penarikan sampel pada penelitian ini yaitu teknik non probability  sampling dengan jenis purposive sampling. Adapun analisis yang digunakan  untuk menguji data dalam penelitian ini yaitu analisis linear berganda.  Berdasarkan hasil penelitian dan analisis data menunjukkan bahwa hedonic  shopping motivation berpengaruh signifikan secara parsial terhadap impulse  buying pada platform TikTok sebesar 95,5%. Kemudian electronic word of mouth  berpengaruh signifikan secara parsial terhadap impulse buying pada platform  Tiktok sebesar 23,7% dan content marketing berpengaruh signifikan secara parsial  terhadap impulse buying pada platform Tiktok sebesar 39,9%. Berdasarkan hasil  uji secara simultan menunjukkan bahwa terdapat pengaruh yang signifikan antara  hedonic shopping motivation, electronic word of mouth, content marketing dan  impulse buying secara simultan berpengaruh signifikan terhadap impulse buying  pada platform Tiktok sebesar 74,3%, sedangkan sisanya sebesar 25,7% dijelaskan  oleh variabel lain yang tidak diteliti oleh peneliti.  Kata Kunci: Hedonic shopping motivation, E-wom, Content marketing dan    Impulse buying    The Tiktok platform has a big impact on impulse buying among generation Z. This  is the basis for how hedonic shopping motivation, electronic word of mouth and  content marketing impact impulse buying in generation Z. This research aims to  examine the influence of hedonic shopping motivation, electronic word of mouth  and content marketing on generation Z's impulse buying in fashion stores via the  TikTok platform in Bandar Lampung. The method used in this research is  explanatory research with a quantitative approach. The population determined to  conduct this research is the generation z on the TikTok platform in Bandar  Lampung with a research sample of 97 respondents collected through  questionnaires distributed online. The sampling technique used to draw samples  in this research is a non-probability sampling technique with purposive sampling  type. The analysis used to test the data in this research is multiple linear analysis.  Based on research results and data analysis, it shows that hedonic shopping  motivation has a partially significant effect on impulse buying on the TikTok  platform by 95.5%. Then electronic word of mouth has a partially significant  effect on impulse buying on the Tiktok platform by 23.7% and content marketing  has a partially significant effect on impulse buying on the Tiktok platform by  39.9%. Based on the results of simultaneous tests, it shows that there is a  significant influence between hedonic shopping motivation, electronic word of  mouth, content marketing and impulse buying which simultaneously has a  significant influence on impulse buying on the Tiktok platform by 74.3%, while the  remaining 25.7% is explained by other variables not studied by researchers.  Keywords: Hedonic shopping motivation, E-wom, Content marketing and    Impulse buying
publisher: FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
date: 2024-04-19
type: Skripsi
type: NonPeerReviewed
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identifier: http://digilib.unila.ac.id/82497/1/1.%20ABSTRAK%20-%20Cintya%20Tami.pdf
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identifier: http://digilib.unila.ac.id/82497/2/2.%20SKRIPSI%20FULL%20-%20Cintya%20Tami.pdf
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identifier: http://digilib.unila.ac.id/82497/3/3.%20SKRIPSI%20TANPA%20BAB%20PEMBAHASAN%20-%20Cintya%20Tami.pdf
identifier:   Cintia , Widuri Tami   (2024) PENGARUH HEDONIC SHOPPING MOTIVATION, E-WOM DAN CONTENT MARKETING TERHADAP IMPULSE BUYING GENERASI Z PADA TOKO FASHION (STUDI PADA KONSUMEN GENERASI Z MELALUI PLATFORM TIKTOK DI BANDAR LAMPUNG).  FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.     
relation: http://digilib.unila.ac.id/82497/