PENGARUH DAYA TARIK VISUAL DAN TEMAN BELANJA TERHADAP PEMBELIAN IMPULSIF PADA PRODUK SKINCARE MELALUI SHOPEE YANG DIMEDIASI OLEH PENJELAJAHAN HEDONIS RNDI KOTA BANDA ACEH
Intan Quratul Aini
Primary Author
mixed material
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Banda Aceh
Fakultas Ekonomi
2023
This study aims to measure the effect of Visual Attraction and Shopping Friends on Impulsive Buying Mediated by Hedonic Exploration at Shopee in Banda Aceh City. The sample used in this study was Shopee users, totaling 180 respondents. Data collection equipment used in this study is a questionnaire. The sampling technique used was purposive sampling. Structural Equation Modeling (SEM) is used as an analytical method to determine the effect of the variables involved. Based on the results of the SEM analysis identified that Visual Appeal has a significant effect on Impulsive Buying, Visual Appeal has a significant effect on Hedonic Exploring, Shopping Friends has a significant effect on Impulsive Buying, Shopping Friends has a significant effect on Hedonic Exploring, Hedonic Exploring has a significant effect on Impulsive Buying, Hedonic Exploring partially mediates the relationship between Visual Attraction and Impulsive Buying, and Hedonic Exploration partially mediates the relationship between Shopping Friends and Impulsive Buying.
Keywords: Visual Attraction, Shopping Friends, Impulsive Buying, Hedonic Exploration.
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ELECTRONIC THESES AND DISSERTATION Universitas Syiah Kuala
115609
2023-09-21 08:41:04
2023-09-21 15:29:25
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