Ivanka, Aurora Audrivo (2025) Pengaruh Hedonic Motivation, Electronic Word Of Mouth Dan Brand Image Terhadap Impulsive Buyiing (Studi Kasus Pada Konsumen E-commerce di Indonesia). Ringkasan Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta.
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Ringkasan Skripsi Ourora Audrivo Invanka 212131680.pdf Download (1MB) |
Abstract
This study aims to examine the influence of Hedonic Motivation, Electronic Word of Mouth (e- WOM), and Brand Image on Impulsive Buying. The research was conducted using a quantitative approach through the distribution of questionnaires to 81 respondents with shopping experience on e-commerce platforms in Indonesia. Data analysis was performed using Structural Equation Modeling (SEM) and the Bootstrapping method with the help of SmartPLS 3 software to test the proposed hypotheses and identify the factors affecting Impulsive Buying. The results of the study indicate that the Hedonic Motivation variable has a positive and significant influence on Impulsive Buying. However, the Electronic Word of Mouth and Brand Image variables do not affect Impulsive Buying. This research is expected to serve as a reference and source of information for researchers and e-commerce practitioners.
| Item Type: | Thesis (Ringkasan Skripsi) |
|---|---|
| Additional Information: | Tugas Akhir dapat Dibaca di Perpustakaan dengan Call Number IVA P 8114/2025 |
| Uncontrolled Keywords: | hedonic motivation, electronic word of mouth, brand image, impulsive buying. |
| Subjects: | MANAJEMEN > Perilaku Konsumen |
| Divisions: | Program Sarjana > Ringkasan Skripsi Manajemen |
| Depositing User: | Unnamed user with email webmaster@stieykpn.ac.id |
| Date Deposited: | 06 May 2025 06:56 |
| Last Modified: | 06 May 2025 06:56 |
| URI: | http://repositorybaru.stieykpn.ac.id/id/eprint/3353 |
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