Pengaruh Diskon, Shopping Lifestyle Dan Hedonic Shopping Motivation Terhadap Impulse Buying Pada Pengguna Zalora Generasi Z di Daerah Istimewa Yogyakarta

Boleng, Yuermelianti Hergeka (2022) Pengaruh Diskon, Shopping Lifestyle Dan Hedonic Shopping Motivation Terhadap Impulse Buying Pada Pengguna Zalora Generasi Z di Daerah Istimewa Yogyakarta. Laporan Magang thesis, STIE YKPN.

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Abstract

One of the first online stores established in Europe that is being heavily promoted in Indonesia is Zalora. This study aims to empirically examine the effect of Discount, Shopping Lifestyle, and Hedonic Shopping Motivation on Impulse Buying users in Generation Z. This study uses independent variables in the form of Discount, Shopping Lifestyle, and Hedonic Shopping Motivation with Impulse Buying as the dependent variable. The sampling technique used in this research is purposive sampling using quantitative methods to 121 respondents who have used Zalora. Dissemination of data using an online questionnaire. The survey results were processed using the IBM statistical SPSS software version 15.0. The analysis used in this research is validity test, reability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test and hypothesis testing. The results of this study indicate that Discount, Shopping Lifestyle, and Hedonic Shopping Motivation have a significant effect on Impulse Buying of Zalora Users in Generation Z.

Item Type: Thesis (Laporan Magang)
Additional Information: Skripsi dapat dibaca di Perpustakaan dengan call number BOL P 7577/2022
Uncontrolled Keywords: Discount, Shopping Lifestyle, Hedonic Shopping Motivation, Impulse Buying, Generation Z.
Subjects: MANAJEMEN > Perilaku Konsumen
Divisions: Program Sarjana > Ringkasan Skripsi Manajemen
Depositing User: Unnamed user with email webmaster@stieykpn.ac.id
Date Deposited: 17 Nov 2022 07:40
Last Modified: 17 Nov 2022 07:40
URI: http://repositorybaru.stieykpn.ac.id/id/eprint/204

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