Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengukur pengaruh shopping enjoyment terhadap impulse buying dan product browsing sebagai mediasi pada konsumen shopee pada kalangan mahasiswa unsyiah di kota banda aceh. sampel yang digunakan dalam penelitian ini adalah para mahasiswa unsyiah di kota banda aceh yang berjumlah 270 responden. peralatan pengumpulan data yang digunakan pada penelitian ini adalah kuesioner. teknik pengambilan sampel yang digunakan adalah sampel acak sederhana. hierarchical linear modelling (hlm) digunakan sebagai metode analisis untuk mengetahui pengaruh dari semua variabel-variabel yang terlibat. berdasarkan hasil analisis hlm, mengindikasikan bahwa shopping enjoyment berpengaruh terhadap impulse buying, shopping enjoyment berpengaruh terhadap product browsing, product browsing berpengaruh terhadap impulse buying, dan product browsing memediasi secara parsial pengaruh shopping enjoyment terhadap impulse buying. kata kunci: shopping enjoyment, impulse buying, product browsing, hierarchical linear modelling. abstract this study aims to measure the effect of shopping enjoyment on impulse buying and product browsing as a mediation at consumer of shopeee among college students of unsyiah in banda aceh city. the sample used in this study is college students of unsyiah in banda aceh city is totalling 270 respondents. data collection equipment used in this study was a questionnaire. the sampling technique used is simple random sampling. hierarchical linear modelling (hlm) was used as a method of analysis to determine the effect of all the variables involved. based on the results of the hlm analysis indicated that shopping enjoyment was related to impulse buying, shopping enjoyment significantly influence product browsing, product browsing was related to impulse buying, product browsing partially mediated the relationship between shopping enjoyment and impulse buying. keywords: shopping enjoyment, impulse buying, product browsing, hierarchical linear modelling. ?