?url_ver=Z39.88-2004&rft_id=2163031001&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+HEDONIC+SHOPPING+MOTIVATION+DAN+SALES%0D%0APROMOTION+DI+E-COMMERCE+SHOPEE+TERHADAP%0D%0AIMPULSE+BUYING+MELALUI+POSITIVE+EMOTION%0D%0APADA+GENERASI+Z+DI+DESA+TANJUNG+INTEN&rft.creator=Indri+%2C+Febriana+&rft.subject=330+Ekonomi&rft.subject=370+Pendidikan&rft.description=Impulse+buying+merupakan+pembelian+yang+dilakukan+secara+spontan+atau%0D%0Atanpa+perencanaan+sebelumnya.+Penelitian+ini+dilatarbelakangi+oleh+fenomena%0D%0Aimpulse+buying+yang+terjadi+pada+generasi+Z+di+Desa+Tanjung+Inten+dalam%0D%0Aberbelanja+online+di+e-commerce+Shopee.%0D%0ATujuan+penelitian+ini+untuk+mengetahui+pengaruh+dari+hedonic+shopping%0D%0Amotivation+dan+sales+promotion+di+e-commerce+Shopee+terhadap+impulse+buying%0D%0Ayang+dimediasi+oleh+positive+emotion+pada+generasi+Z+di+Desa+Tanjung+Inten.%0D%0AJenis+penelitian+yang+digunakan+adalah+penelitian+kuantitatif+dengan+metode%0D%0Adeskriptif+verifikatif+serta+pendekatan+ex+post+facto+dan+survei.+Populasi+dalam%0D%0Apenelitian+ini+adalah+generasi+Z+di+Desa+Tanjung+Inten.+Sampel+dalam+penelitian+ini%0D%0Aditentukan+dengan+teknik+non+probability+sampling+menggunakan+purposive%0D%0Asampling+dengan+perhitungan+sampel+menggunakan+rumus+Slovin+diperoleh+sampel%0D%0Asejumlah+91+responden.+Pengumpulan+data+dilakukan+melalui+kuesioner+berupa%0D%0Agoogle+form+yang+disebarkan+secara+online+kepada+responden.+Pengujian+hipotesis%0D%0Apada+penelitian+ini+menggunakan+uji+t+dan+uji+F+yang+diolah+dengan+program+SPSS%0D%0Aversi+26.%0D%0AHasil+penelitian+ini+membuktikan+bahwa+hedonic+shopping+motivation+dan%0D%0Asales+promotion+di+e-commerce+Shopee+berpengaruh+terhadap+impulse+buying%0D%0Amelalui+positive+emotion.+Berdasarkan+pengolahan+data+yang+dilakukan+diperoleh%0D%0AFhitung+%3D+54%2C358+dan+Ftabel+%3D+2%2C71+yang+berarti+Fhitung+%3E+Ftabel+dengan+kadar+determinasi%0D%0Asebesar+0%2C652+atau+65%2C2%25.+Artinya%2C+meningkatnya+impulse+buying+dipengaruhi+oleh%0D%0Ahedonic+shopping+motivation%2C+sales+promotion%2C+dan+positive+emotion+sebesar+65%2C2%25%2C%0D%0Asedangkan+sisanya+34%2C8%25+dipengaruhi+oleh+variabel+lain+yang+tidak+diteliti+pada%0D%0Apenelitian+ini.%0D%0AKata+Kunci%3A+Hedonic+Shopping+Motivation%2C+Impulse+Buying%2C+Positive+Emotion%2C+Sales%0D%0APromotion.%0D%0A%0D%0AImpulse+buying+is+a+purchase+made+spontaneously+or+without+prior+planning.+This%0D%0Astudy+was+motivated+by+the+impulse+buying+phenomenon+that+occurred+in%0D%0Ageneration+Z+in+Tanjung+Inten+Village+when+shopping+online+at+Shopee+ecommerce.%0D%0AThe+purpose+of+this+study+was+to+determine+the+effect+of+hedonic%0D%0Ashopping+motivation+and+sales+promotion+in+Shopee+e-commerce+on+impulse+buying%0D%0Amediated+by+positive+emotions+in+generation+Z+in+Tanjung+Inten+Village.+The+type%0D%0Aof+research+used+was+quantitative+research+with+descriptive+verification+methods%0D%0Aand+ex+post+facto+and+survey+approaches.+The+population+in+this+study+was%0D%0Ageneration+Z+in+Tanjung+Inten+Village.+The+sample+in+this+study+was+determined+by%0D%0Anon-probability+sampling+technique+using+purposive+sampling+with+sample%0D%0Acalculation+using+the+Slovin+formula%2C+a+sample+of+91+respondents+was+obtained.%0D%0AData+collection+was+carried+out+through+a+questionnaire+in+the+form+of+a+google+form%0D%0Adistributed+online+to+respondents.+Hypothesis+testing+in+this+study+used+the+t+test+and%0D%0AF+test+processed+with+the+SPSS+version+26+program.+The+results+of+this+study+prove%0D%0Athat+hedonic+shopping+motivation+and+sales+promotion+in+Shopee+e-commerce+have%0D%0Aan+effect+on+impulse+buying+through+positive+emotions.+Based+on+the+data%0D%0Aprocessing+carried+out%2C+it+was+obtained+Fcount+%3D+54.358+and+Ftable+%3D+2.71+which%0D%0Ameans+Fcount+%3E+Ftable+with+a+determination+level+of+0.652+or+65.2%25.+This+means%0D%0Athat+the+increase+in+impulse+buying+is+influenced+by+hedonic+shopping+motivation%2C%0D%0Asales+promotion%2C+and+positive+emotion+by+65.2%25%2C+while+the+remaining+34.8%25+is%0D%0Ainfluenced+by+other+variables+not+examined+in+this+study.%0D%0AKeyword%3A+Hedonic+Shopping+Motivation%2C+Impulse+Buying%2C+Positive+Emotion%2C+Sales%0D%0APromotion.&rft.publisher=FAKULTAS+KEGURUAN+DAN+ILMU+PENDIDIKAN&rft.date=2025-04-25&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F86917%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F86917%2F3%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F86917%2F2%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Indri+%2C+Febriana+++(2025)+PENGARUH+HEDONIC+SHOPPING+MOTIVATION+DAN+SALES+PROMOTION+DI+E-COMMERCE+SHOPEE+TERHADAP+IMPULSE+BUYING+MELALUI+POSITIVE+EMOTION+PADA+GENERASI+Z+DI+DESA+TANJUNG+INTEN.++FAKULTAS+KEGURUAN+DAN+ILMU+PENDIDIKAN%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F86917%2F