Abstrak penelitian ini bertujuan untuk melihat pengaruh hedonic motives dan self-esteem motives terhadap online shopping behaviour yang dimediasi oleh impulsive shopping tendencies pada pengguna tiktok shop. teknik pengambilan sampel yaitu dengan purposive sampling sehingga didapatkan 210 responden pengguna tiktok shop. analisis data dalam penelitian ini menggunakan metode partial least square (pls) untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil path analysis menunjukkan bahwa hedonic motives, self-esteem motives dan impulsive shopping tendencies berpengaruh terhadap online shopping behaviour pada pengguna tiktok shop. hedonic motives dan self-esteem motives berpengaruh terhadap impulsive shopping tendencies pada pengguna tiktok shop. kemudian berdasarkan hasil indirect effect ditemukan bahwa impulsive shopping tendencies memediasi secara parsial pengaruh hedonic motives dan self-esteem motives terhadap online shopping behaviour. kata kunci : online shopping, impulsive shopping, hedonic motives, self- esteem motives.
Electronic Theses and Dissertation
Universitas Syiah Kuala
SKRIPSI
PENGARUH HEDONIC MOTIVES DAN SELF-ESTEEM MOTIVES TERHADAP ONLINE SHOPPING BEHAVIOR YANG DIMEDIASI OLEH IMPULSIVE SHOPPING TENDENCIES PADA PENGGUNA TIKTOK SHOP. Banda Aceh Fakultas Ekonomi dan Bisnis Manajemen (S1),2025
Baca Juga : PENGARUH LIVE STREAMING SHOPPING ATTRIBUTE DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH CUSTOMER TRUST PADA TIKTOK (Sarini Sartika, 2024)
Abstract
ABSTRACT This study aims to examine the influence of hedonic motives and self-esteem on online shopping behavior, with impulsive shopping tendencies serving as a mediating variable among TikTok Shop users. The study employed a purposive sampling technique, yielding 210 respondents. Data were analyzed using the Partial Least Squares (PLS) method to assess the relationships among the variables. The results of the path analysis show that hedonic motives, self-esteem, and impulsive shopping tendencies significantly influence online shopping behavior among TikTok Shop users. Moreover, both hedonic motives and self-esteem were found to significantly affect impulsive shopping tendencies. Furthermore, the analysis of indirect effects revealed that impulsive shopping tendencies partially mediate the relationship between hedonic motives and self-esteem on online shopping behavior. Keywords: Online Shopping, Impulsive Shopping, Hedonic Motives, Self-Esteem Motives.