Pengaruh Live Streaming, Influencer, Dan Motivasi Hedonis Terhadap Implusive Buying Pada Pengguna Shopee Di Yogyakarta

Nugraha, Nadhila Chindy Putri (2026) Pengaruh Live Streaming, Influencer, Dan Motivasi Hedonis Terhadap Implusive Buying Pada Pengguna Shopee Di Yogyakarta. Skripsi thesis, STIE YKPN YOGYAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh live streaming, influencer, dan motivasi hedonis terhadap impulsive buying pada pengguna Shopee di Yogyakarta. Jenis penelitian ini merupakan penelitian kuantitatif menggunakan data primer yang diperoleh dari kuesioner yang telah diisi secara online. Pengambilaan sampel menggunakan metode purposive sampling dan diperoleh sebanyak 108 responden sampel penelitian. Alat analisis yang digunakan yaitu analisis persentase, uji instrumen, uji asumsi klasik, uji F, uji T. Teknik analisis data diolah dengan bantuan software SPSS versi 25. Dari penelitian ini diperoleh hasil bahwa, secara parsial variabel Live Streaming, Influencer, Impulsive Buying dinyatakan valid. Namun, untuk variabel Motivasi Hedonis, terdapat item yang tidak signifikan secara correlation, daan pada impulsive buying di mana item memiliki korelasi negative daan tidaak signifikan dengan sebagiaan besar item lainnya, sehingga dihapus dari analisis akhir untuk mempertahankan validitas konstuk. Penelitian ini menemukan bahwa secara parsial, live streaming memiliki pengaruh positif dan signifikan terhadap impulsive buying. Demikian pula, influencer terbukti memiliki pengaruh positif dan signifikan terhadap impulsive buying. Selanjutnya, motivasi hedonis juga ditemukan memiliki pengaruh positif dan signifikan terhadap impulsive buying. Secara simultan, live streaming, influencer, dan motivasi hedonis secara bersama-sama berkontribusi signifikan dalam mendorong impulsive buying pada pengguna Shopee di Yogyakarta. Temuan ini memberikan implikasi penting bagi Shopee dan para pelaku bisnis untuk memahami dinamika perilaku pembelian impulsif, sehingga dapat merancang strategi pemasaran yang lebih efektif dan bertanggung jawab. This study aims to examine the effect of live streaming, influencers, and hedonic motivation on impulsive buying among Shopee users in Yogyakarta. This type of research is quantitative research using primary data obtained from questionnaires that have been filled out online. Sampling using the purposive sampling method and obtained 108 research sample respondents. The analysis tools used are percentage analysis, instrument test, classical assumption test, F test, T test. Data analysis techniques are processed with the help of SPSS software version 25. From this study, the results obtained that, partially the variables Live Streaming, Influencer, Impulsive Buying are declared valid. However, for the Hedonic Motivation variable, there are items that are not significant in correlation, and in impulsive buying where the item has a negative and insignificant correlation with most of the other items, so it is removed from the final analysis to maintain construct validity. This study found that partially, live streaming has a positive and significant effect on impulsive buying. Likewise, influencers are proven to have a positive and significant effect on impulsive buying. Furthermore, hedonic motivation was also found to have a positive and significant influence on impulsive buying. Simultaneously, live streaming, influencers, and hedonic motivation together contributed significantly to driving impulsive buying among Shopee users in Yogyakarta. These findings provide important implications for Shopee and business actors to understand the dynamics of impulsive buying behavior, so that they can design more effective and responsible marketing strategies.

Item Type: Thesis (Skripsi)
Additional Information: Tugas Akhir ini bisa dilihat di perpustakaan dengan Call Number NUG P 8164/2026
Uncontrolled Keywords: Live Streaming, influencer, motivasi hedonis, implusive buying, shopee
Subjects: MANAJEMEN > Pemasaran dan Periklanan
Divisions: Program Sarjana > Ringkasan Skripsi Manajemen
Depositing User: Unnamed user with email webmaster@stieykpn.ac.id
Date Deposited: 01 Jul 2026 06:48
Last Modified: 08 Jul 2026 03:23
URI: http://repositorybaru.stieykpn.ac.id/id/eprint/3593

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