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PENGARUH PROMOSI, FASHION INVOLVEMENT, DAN SHOPPING LIFE STYLE, DAN IMPULSE BUYING DI E-COMMERCE SHOPEE

REVENUE Jurnal Ekonomi Pembangunan dan Ekonomi Syari'ah

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Title PENGARUH PROMOSI, FASHION INVOLVEMENT, DAN SHOPPING LIFE STYLE, DAN IMPULSE BUYING DI E-COMMERCE SHOPEE
PENGARUH PROMOSI, FASHION INVOLVEMENT, DAN SHOPPING LIFE STYLE, DAN IMPULSE BUYING DI E-COMMERCE SHOPEE
 
Creator Muhammad Rizki Maulana Putra
M. Alimul Kabir Albant
Laeli Novita Sari
Vicky F Sanjaya
 
Subject Promotion
fashion involvement
shopping life style
Impulse buying
Shopee
Promosi
fashion involvement
shopping life style
Impulse buying
Shopee
 
Description The purpose of this study was to determine the effect of Sales Promotion / Promotion, Fashion involvement, and Shopping lifestyle on Impulse Buying in an E-Commerce shopee. This research uses quantitative methods, in this study. data collection through questionnaires distributed to respondents via social media. The sample in this study were users and consumers of Shopee with a total of 64 respondents. The statistical test was carried out by using PLS-based Structural Equation Modeling. The validity test uses the factor loading value, while the reliability is tested using the Cronbach alpha value, composite reliability, and Average Variance Extracted (AVE). After the results of the overall indicator items used are valid, and also reliable, then a Hypothesis Test is carried out. From the three proposed hypotheses, all three can be accepted. Based on the research results, it is found that Sales Promotion has a positive effect on Impulse Buying, Fashion Involvement has a positive effect on Impulse Buying, and Shopping Life Style has a positive effect on Impulse Buying in E-Commerce Shopee
Tujuan penelitian ini adalah untuk mengetahui Pengaruh Sales Promotion/Promosi, Fashion involvement, dan Shopping lifestyle terhadap Impulse Buying di salah satu E-Commerce shopee. Penelitian ini menggunakan metode kuantitatif, dalam penelitian ini. pengumpulan data melalui kuesioner yang disebar kepada responden melalui sosial media. Sampel dalam penelitian ini merupakan pengguna dan konsumen Shopee dengan jumlah 64 Responden. Uji Statistik dilakukan dengan Structurel Equation Modelling yang berbasis PLS. Uji validitas menggunakan nilai factor loading, sedangkan reliabilitas diuji dengan menggunakan nilai Cronbach alpha, composite realibility, dan Average Variance Extracted (AVE). Setelah Hasil item indikator secara keseluruhan yang digunakan valid, dan juga reliable, selanjutnya dilakukakan Uji Hipotesis. Dari Ketiga Hipotesis yang diajukan, ketiga-tiganya dapat diterima Berdasarkan hasil penelitian didapatkan bahwa Sales Promotion/Promosi berpengaruh Positif terhadap Impulse Buying, Fashion Involvement berpengaruh Positif terhadap Impulse Buying, dan Shopping LifeStyle berpengaruh Positif terhadap Impulse Buying di E-Commerce Shopee.
 
Publisher STIE Bakti Bangsa Pamekasan
 
Date 2020-12-26
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ejournal.stieba.ac.id/index.php/revenue/article/view/16
 
Source REVENUE Jurnal Ekonomi Pembangunan dan Ekonomi Syari'ah; Vol. 3 No. 02 (2020): REVENUE: Jurnal Ekonomi Pembangunan dan Ekonomi Syari'ah; 21-29
REVENUE Jurnal Ekonomi Pembangunan dan Ekonomi Syari'ah; Vol 3 No 02 (2020): REVENUE: Jurnal Ekonomi Pembangunan dan Ekonomi Syari'ah; 21-29
2620-7826
 
Language ind
 
Relation https://ejournal.stieba.ac.id/index.php/revenue/article/view/16/13
 
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