Digital Library: No conditions. Results ordered -Date Deposited. 2024-03-29T01:22:11ZEPrintshttp://digilib.unila.ac.id/images/sitelogo.pnghttp://digilib.unila.ac.id/2022-05-19T06:29:24Z2022-05-19T06:29:24Zhttp://digilib.unila.ac.id/id/eprint/61350This item is in the repository with the URL: http://digilib.unila.ac.id/id/eprint/613502022-05-19T06:29:24ZKEPUASAN BERBELANJA ONLINE DAN PENGALAMAN PEMBELIAN
ONLINE YANG DIMEDIASI OLEH GAYA HIDUP BELANJA SERTA
PENGARUHNYA TERHADAP PERILAKU PEMBELIAN IMPULSIF
(Survey Pada Konsumen Online Ladyfame Shop pada aplikasi Shopee)Penelitian ini bertujuan untuk mengetahui besarnya pengaruh kepuasan berbelanja
online, pengalaman pembelian online yang dimediasi oleh gaya hidup belanja
serta pengaruhnya terhadap perilaku pembelian impulsif pada konsumen ladyfame
shop. Teknik pengambilan sampel menggunakan sampling purposive dengan
sampel 400 responden. Data tersebut diperoleh dari kuesioner menggunakan skala
likert. Analisis data penelitian ini menggunakan analisis jalur. Hasil penelitian
menjelaskan kepuasan berbelanja online, pengalaman pembelian online
berpengaruh signifikan terhadap gaya hidup belanja, dan kepuasan berbelanja
online berpengaruh signifikan terhadap pembelian impulsif, kemudian
pengalaman pembelian online tidak berpengaruh signifikan terhadap pembelian
impulsif. Serta kepuasan berbelanja online, pengalaman pembelian online yang
dimediasi oleh gaya hidup belanja berpengaruh signifikan terhadap pembelian
impulsif. Faktor kepuasan berbelanja online menjadi faktor terbesar yang
mempengaruhi gaya hidup belanja dalam membentuk perilaku pembelian
impulsif.
Kata Kunci : Kepuasan Berbelanja Online, Pengalaman Pembelian Online,
Gaya Hidup Belanja, Pembelian Impulsif
This Research was aimed to find out the effect of online shopping satisfaction,
online purchasing experience that is mediated by the shopping lifestyle and its
influence on impulsive buying behavior in ladyfame shop consumers. The
sampling technique in this study is sampling purposive with a sample of 400
respondents. The data were obtained from questionnaire through likert scale.
Analysis of this research data using path analysis. Based on the results of the
research and data analysis, online shopping satisfaction, online purchasing
experience has significant effect on the variabel of shopping lifestyle, and online
shopping satisfaction has significant effect on the variabel of impulsive buying,
online purchasing experience has no significant effect on the variabel of impulsive
buying, and online shopping satisfaction, online purchasing experience which is
mediated by the shopping lifestyle has a significant effect on the variabel of
impulsive buying. The online shopping satisfaction factor the biggest factor
affecting the shopping lifestyle in shaping impulsive buying behavior.
Keyword : Online shopping satisfaction, online purchasing experience,
shopping lifestyle, impulsive buying.1616051012 Murniyatimurni.y80@yahoo.com