Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh media multitasking terhadap impulse to buy yang dimediasi oleh perceived information utility dan perceived social presence pada pengguna marketplace lazada di banda aceh. sampel yang digunakan dalam penelitian ini adalah 220 pengguna marketplace lazada di banda aceh dengan menggunakan teknik simple random sampling. kemudian, penelitian ini menggunakan peralatan pengumpulan data yaitu kuesioner (angket). penelitian ini menggunakan path analysis sebagai metode analisis untuk mengetahui pengaruh variabel-variabel yang terlibat dan pengaruh mediasi. berdasarkan hasil analisis path analysis, menunjukkan bahwa media multitasking berpengaruh signifikan terhadap impulse to buy pada pengguna marketplace lazada di banda aceh, media multitasking berpengaruh signifikan terhadap perceived information utility pada pengguna marketplace lazada di banda aceh., media multitasking berpengaruh signifikan terhadap perceived social presence pada pengguna marketplace lazada di banda aceh, perceived information utility berpengaruh signifikan terhadap impulse to buy pada pengguna marketplace lazada di banda aceh, perceived social presence berpengaruh signifikan terhadap impulse to buy pada pengguna marketplace lazada di banda aceh, perceived information utility memediasi pengaruh media multitasking terhadap impulse to buy pada pengguna marketplace lazada di banda aceh, perceived social presence memediasi pengaruh media multitasking terhadap impulse to buy pada pengguna marketplace lazada di banda aceh

This study aims to examine the effect of multitasking media on impulse to buy mediated by perceived information utility and perceived social presence in Lazada Marketplace users in Banda Aceh. The sample used in this study were 220 Lazada Marketplace users in Banda Aceh using a simple random sampling technique. Then,this study used data collection equipment, namely a questionnaire (questionnaire).This study uses Path Analysis as an analytical method to determine the effect of the variables involved and the effect of mediation. Based on the results of the Path Analysis analysis, it shows that media multitasking has a significant effect on Impulse to buy on Lazada Marketplace Users in Banda Aceh, Media multitasking has a significant effect on Perceived information utility on Lazada Marketplace Users in Banda Aceh. Media multitasking has a significant effect on Perceived social presence on Lazada Marketplace Users in Banda Aceh, Perceived information utility has a significant effect on Impulse to buy on Lazada Marketplace Users in Banda Aceh, Perceived social presence has a significant effect on Impulse to buy on Lazada Marketplace Users in Banda Aceh, Perceived information utility mediates the effect of Media multitasking on Impulse to buy on Lazada Marketplace Users in Banda Aceh, Perceived social presence mediates the effect of media multitasking on Impulse to buy on Lazada Marketplace Users in Banda Aceh