TY  - GEN
CY  - UNIVERSITAS LAMPUNG
ID  - eprints86917
UR  - http://digilib.unila.ac.id/86917/
A1  - Indri , Febriana 
Y1  - 2025/04/25/
N2  - Impulse buying merupakan pembelian yang dilakukan secara spontan atau
tanpa perencanaan sebelumnya. Penelitian ini dilatarbelakangi oleh fenomena
impulse buying yang terjadi pada generasi Z di Desa Tanjung Inten dalam
berbelanja online di e-commerce Shopee.
Tujuan penelitian ini untuk mengetahui pengaruh dari hedonic shopping
motivation dan sales promotion di e-commerce Shopee terhadap impulse buying
yang dimediasi oleh positive emotion pada generasi Z di Desa Tanjung Inten.
Jenis penelitian yang digunakan adalah penelitian kuantitatif dengan metode
deskriptif verifikatif serta pendekatan ex post facto dan survei. Populasi dalam
penelitian ini adalah generasi Z di Desa Tanjung Inten. Sampel dalam penelitian ini
ditentukan dengan teknik non probability sampling menggunakan purposive
sampling dengan perhitungan sampel menggunakan rumus Slovin diperoleh sampel
sejumlah 91 responden. Pengumpulan data dilakukan melalui kuesioner berupa
google form yang disebarkan secara online kepada responden. Pengujian hipotesis
pada penelitian ini menggunakan uji t dan uji F yang diolah dengan program SPSS
versi 26.
Hasil penelitian ini membuktikan bahwa hedonic shopping motivation dan
sales promotion di e-commerce Shopee berpengaruh terhadap impulse buying
melalui positive emotion. Berdasarkan pengolahan data yang dilakukan diperoleh
Fhitung = 54,358 dan Ftabel = 2,71 yang berarti Fhitung > Ftabel dengan kadar determinasi
sebesar 0,652 atau 65,2%. Artinya, meningkatnya impulse buying dipengaruhi oleh
hedonic shopping motivation, sales promotion, dan positive emotion sebesar 65,2%,
sedangkan sisanya 34,8% dipengaruhi oleh variabel lain yang tidak diteliti pada
penelitian ini.
Kata Kunci: Hedonic Shopping Motivation, Impulse Buying, Positive Emotion, Sales
Promotion.

Impulse buying is a purchase made spontaneously or without prior planning. This
study was motivated by the impulse buying phenomenon that occurred in
generation Z in Tanjung Inten Village when shopping online at Shopee ecommerce.
The purpose of this study was to determine the effect of hedonic
shopping motivation and sales promotion in Shopee e-commerce on impulse buying
mediated by positive emotions in generation Z in Tanjung Inten Village. The type
of research used was quantitative research with descriptive verification methods
and ex post facto and survey approaches. The population in this study was
generation Z in Tanjung Inten Village. The sample in this study was determined by
non-probability sampling technique using purposive sampling with sample
calculation using the Slovin formula, a sample of 91 respondents was obtained.
Data collection was carried out through a questionnaire in the form of a google form
distributed online to respondents. Hypothesis testing in this study used the t test and
F test processed with the SPSS version 26 program. The results of this study prove
that hedonic shopping motivation and sales promotion in Shopee e-commerce have
an effect on impulse buying through positive emotions. Based on the data
processing carried out, it was obtained Fcount = 54.358 and Ftable = 2.71 which
means Fcount > Ftable with a determination level of 0.652 or 65.2%. This means
that the increase in impulse buying is influenced by hedonic shopping motivation,
sales promotion, and positive emotion by 65.2%, while the remaining 34.8% is
influenced by other variables not examined in this study.
Keyword: Hedonic Shopping Motivation, Impulse Buying, Positive Emotion, Sales
Promotion.
PB  - FAKULTAS KEGURUAN DAN ILMU PENDIDIKAN
TI  - PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES
PROMOTION DI E-COMMERCE SHOPEE TERHADAP
IMPULSE BUYING MELALUI POSITIVE EMOTION
PADA GENERASI Z DI DESA TANJUNG INTEN
AV  - restricted
ER  -