Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh hedonic shopping dan shopping lifestyle terhadap impulse buying yang dimediasi oleh positive emotion penguna platfrom shopee. metode pengambilan sampel pada penelitian ini menggunakan purposive sampling dengan sampel 180 responden dan penelitian ini menggunakan metode kuantitatif. statistical product and service solutions (spss). digunakan sebagai metode analisis untuk mengetahui pengaruh variabel-variabel yang terlibat. hasil penelitian ini menunjukkan bahwa variabel hedonic shopping dan shopping lifestyle berpengaruh positif dan signifikan terhadap positive emotion, variabel hedonic shopping berpengaruh positif dan signifikan terhadap impulse buying, shopping lifestyle berpengaruh positif dan signifikan terhadap impulse buying, dan positive emotion bepengaruh positif dan signifikan terhadap impulse buying. selanjutnya, variabel positive emotion memediasi secara parsial antara hedonic shopping terhadap impulse buying dan positive emotion memediasi secara penuh shopping lifestyle terhadap impulse buying. kata kunci : hedonic shopping, shopping lifestyle, positive emotion dan impulse buying

This study aims to examine the effect of Hedonic Shopping and Shopping Lifestyle toward Impulse Buying in mediated of the Positive Emotion pengguna Platfrom Shoppee. Sampling method on this research using Purposive Sampling with samples of 180 respondents. The results of this study indicate that the variables of Heddonnic Shopping and Shopping Lifestyle perception have a positive and significant effect on Positive Emotion, variables of Hedonic Shopping have a positive and significant effect on Impluse Buying, variable Shopping Lifestyle have a positive and significant effect on Impulse Buying, and variable of Positive Emotion have a positive and significant effect on Impulse Buying. Furthermore, Positive Emotion variables mediate parcial the priSce toward Impulse Buying and Positive Emotion variables mediate full the Shopping Lifestyle toward Impulse Buying. Key Word :Hedonic Shopping, Shopping Lifestyle, Positive Emotion And Impulse Buying