Pengaruh Price Discount, Motivasi Belanja Hedonis, Shopping Lifestyle Terhadap Keputusan Pembelian Impulsif (Studi Pada Kounsumen Somethinc)

Abstract

Penelitian ini bertujuan untuk menguji pengaruh price discount, motivasi belanja hedonis, shopping lifestyle terhadap keputusan pembelian impulsif. Penelitian ini menggunakan metode non probability sampling dengan teknik purposive sampling serta dengan membagikan google form kepada 100 responden, sesuai kriteria yaitu pengguna skincare Somethinc dan diukur menggunakan skala likert. Variabel penelitian ini terdiri atas 3 variabel bebas yaitu: price discount (X1), motivasi belanja hedonis (X2), shopping lifestyle (X3) satu variabel terikat yaitu: keputusan pembelian impulsif (Y). Hasil pengumpulan data selanjutnya dianalisis menggunakan teknik analisis regresi linier berganda. Hasil tersebut menunjukkan bahwa: (1) price discount berpengaruh terhadap keputusan pembelian impulsif (2) motivasi belanja hedonis berpengaruh terhadap keputusan pembelian impulsif (3) shopping lifestyle tidak berpengaruh terhadap keputusan pembelian impulsif.

This research aims to examine the influence of price discounts, hedonic shopping motivation, shopping lifestyle on impulsive purchasing decisions. This research uses a non-probability sampling method with a purposive sampling technique and by distributing a Google form to 100 respondents, according to the criteria, namely Somethinc skincare users and measured using a Likert scale. This research variable consists of 3 independent variables, namely: price discount (X1), hedonic shopping motivation (X2), shopping lifestyle (X3). One dependent variable is: impulsive purchasing decisions (Y). The results of data collection were then analyzed using multiple linear regression analysis techniques. These results show that: (1) price discounts influence impulsive purchasing decisions (2) hedonic shopping motivation influences impulsive purchasing decisions (3) lifestyle shopping has no influence on impulsive purchasing decisions.