<> "The repository administrator has not yet configured an RDF license."^^ . <> . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN"^^ . "Impulse buying merupakan pembelian yang dilakukan secara spontan atau\r\ntanpa perencanaan sebelumnya. Penelitian ini dilatarbelakangi oleh fenomena\r\nimpulse buying yang terjadi pada generasi Z di Desa Tanjung Inten dalam\r\nberbelanja online di e-commerce Shopee.\r\nTujuan penelitian ini untuk mengetahui pengaruh dari hedonic shopping\r\nmotivation dan sales promotion di e-commerce Shopee terhadap impulse buying\r\nyang dimediasi oleh positive emotion pada generasi Z di Desa Tanjung Inten.\r\nJenis penelitian yang digunakan adalah penelitian kuantitatif dengan metode\r\ndeskriptif verifikatif serta pendekatan ex post facto dan survei. Populasi dalam\r\npenelitian ini adalah generasi Z di Desa Tanjung Inten. Sampel dalam penelitian ini\r\nditentukan dengan teknik non probability sampling menggunakan purposive\r\nsampling dengan perhitungan sampel menggunakan rumus Slovin diperoleh sampel\r\nsejumlah 91 responden. Pengumpulan data dilakukan melalui kuesioner berupa\r\ngoogle form yang disebarkan secara online kepada responden. Pengujian hipotesis\r\npada penelitian ini menggunakan uji t dan uji F yang diolah dengan program SPSS\r\nversi 26.\r\nHasil penelitian ini membuktikan bahwa hedonic shopping motivation dan\r\nsales promotion di e-commerce Shopee berpengaruh terhadap impulse buying\r\nmelalui positive emotion. Berdasarkan pengolahan data yang dilakukan diperoleh\r\nFhitung = 54,358 dan Ftabel = 2,71 yang berarti Fhitung > Ftabel dengan kadar determinasi\r\nsebesar 0,652 atau 65,2%. Artinya, meningkatnya impulse buying dipengaruhi oleh\r\nhedonic shopping motivation, sales promotion, dan positive emotion sebesar 65,2%,\r\nsedangkan sisanya 34,8% dipengaruhi oleh variabel lain yang tidak diteliti pada\r\npenelitian ini.\r\nKata Kunci: Hedonic Shopping Motivation, Impulse Buying, Positive Emotion, Sales\r\nPromotion.\r\n\r\nImpulse buying is a purchase made spontaneously or without prior planning. This\r\nstudy was motivated by the impulse buying phenomenon that occurred in\r\ngeneration Z in Tanjung Inten Village when shopping online at Shopee ecommerce.\r\nThe purpose of this study was to determine the effect of hedonic\r\nshopping motivation and sales promotion in Shopee e-commerce on impulse buying\r\nmediated by positive emotions in generation Z in Tanjung Inten Village. The type\r\nof research used was quantitative research with descriptive verification methods\r\nand ex post facto and survey approaches. The population in this study was\r\ngeneration Z in Tanjung Inten Village. The sample in this study was determined by\r\nnon-probability sampling technique using purposive sampling with sample\r\ncalculation using the Slovin formula, a sample of 91 respondents was obtained.\r\nData collection was carried out through a questionnaire in the form of a google form\r\ndistributed online to respondents. Hypothesis testing in this study used the t test and\r\nF test processed with the SPSS version 26 program. The results of this study prove\r\nthat hedonic shopping motivation and sales promotion in Shopee e-commerce have\r\nan effect on impulse buying through positive emotions. Based on the data\r\nprocessing carried out, it was obtained Fcount = 54.358 and Ftable = 2.71 which\r\nmeans Fcount > Ftable with a determination level of 0.652 or 65.2%. This means\r\nthat the increase in impulse buying is influenced by hedonic shopping motivation,\r\nsales promotion, and positive emotion by 65.2%, while the remaining 34.8% is\r\ninfluenced by other variables not examined in this study.\r\nKeyword: Hedonic Shopping Motivation, Impulse Buying, Positive Emotion, Sales\r\nPromotion."^^ . "2025-04-25" . . . . . "FAKULTAS KEGURUAN DAN ILMU PENDIDIKAN"^^ . . . . . . . "Febriana "^^ . "Indri "^^ . "Febriana Indri "^^ . . . . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (File PDF)"^^ . . . "ABSTRAK.pdf"^^ . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (File PDF)"^^ . . . "SKRIPSI TANPA BAB PEMBAHASAN.pdf"^^ . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (File PDF)"^^ . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (Other)"^^ . . . . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (Other)"^^ . . . . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (Other)"^^ . . . . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (Other)"^^ . . . . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (Other)"^^ . . . . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (Other)"^^ . . . . . . "lightbox.jpg"^^ . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (Other)"^^ . . . . . . "preview.jpg"^^ . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (Other)"^^ . . . . . . "medium.jpg"^^ . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (Other)"^^ . . . . . . "small.jpg"^^ . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (Other)"^^ . . . . . . "lightbox.jpg"^^ . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (Other)"^^ . . . . . . "preview.jpg"^^ . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (Other)"^^ . . . . . . "medium.jpg"^^ . . . "PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES\r\nPROMOTION DI E-COMMERCE SHOPEE TERHADAP\r\nIMPULSE BUYING MELALUI POSITIVE EMOTION\r\nPADA GENERASI Z DI DESA TANJUNG INTEN (Other)"^^ . . . . . . "small.jpg"^^ . . "HTML Summary of #86917 \n\nPENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES \nPROMOTION DI E-COMMERCE SHOPEE TERHADAP \nIMPULSE BUYING MELALUI POSITIVE EMOTION \nPADA GENERASI Z DI DESA TANJUNG INTEN\n\n" . "text/html" . . . "330 Ekonomi" . . . "370 Pendidikan" . .