Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh hedonic dan internet addiction terhadap perilaku pembelian impulsif pengguna marketplace generasi z di banda aceh, dengan religiusitas sebagai variabel moderasi. pendekatan kuantitatif digunakan dengan melibatkan 100 responden yang dipilih melalui teknik proportional stratified random sampling. analisis data dilakukan menggunakan regresi linear berganda dan analisis moderasi. hasil penelitian menunjukkan bahwa hedonic dan internet addiction berpengaruh positif signifikan terhadap perilaku pembelian impulsif. religiusitas tidak mampu memoderasi pengaruh hedonic terhadap pembelian impulsif, sedangkan interaksinya dengan internet addiction menunjukkan efek negatif yang tidak signifikan terhadap pembelian impulsif. kata kunci: hedonik, kecanduan internet, pembelian impulsif, generasi z, religiusitas.

ABSTRACT This study aims to analyze the impact of Hedonic and Internet Addiction on the Impulse Buying behavior of Generation Z marketplace users in Banda Aceh, with religiosity as a moderating variable. A quantitative approach was used, involving 100 respondents selected through proportional stratified random sampling. Data analysis was performed using multiple linear Regression and moderation analysis. The results indicated that both Hedonic and Internet Addiction have a significant positive impact on Impulse Buying behavior. Religiosity was found not to moderate the relationship between Hedonic and Impulse Buying behavior, while its interaction with Internet Addiction showed an insignificant negative effect on Impulse Buying behavior. Keyword: Hedonic, Internet Addiction, Impulse Buying, Generation Z, Religiosity.