TINGKAT MOTIVASI DAN PERILAKU MASYARAKAT PESISIR DALAM BERBELANJA ONLINE SHOP MELALUI PEMBELIAN IMPULSIF

Asiah Marpaung, NPM 1901300244 (2023) TINGKAT MOTIVASI DAN PERILAKU MASYARAKAT PESISIR DALAM BERBELANJA ONLINE SHOP MELALUI PEMBELIAN IMPULSIF. Tugas_ Akhir (Artikel) Jurnal Ekonomi Dan Bisnis (EK & BI) : Politeknik Bisnis Indonesia, 6 (1). pp. 1-8. ISSN 2621-4695 (e-ISSN) / 2620-7443 (p-ISSN)

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Abstract

Pertumbuhan dan perkembangan e-commerce di Indonesia sangat pesat begitu pula dengan pertumbuhan internet. Perubahan pola hidup masyarakat untuk beralih berbelanja online dalam pembelian implusif yang memiliki kecenderungan konsumtif dalam berbelanja. Penelitian ini dilakukan untuk mengetahui pengaruh tingkat motivasi dan prilaku belanja online terhadap pembelian impulsif. Jenis penelitian ini yaitu penelitian kuantitatif yang menjelaskan hubungan kausal antar variabel penelitian melalui pengujian hipotesis. Teknik pengambilan sampel menggunakan non probability sampling dan metode purposive sampling. Ukuran sampel yang digunakan adalah 100 responden dengan ketentuan pernah berbelanja menggunakan aplikasi online shop. Analisis data menggunakan Partical Least Square (PLS) dan dibantu oleh software SmartPLS 4.0. Berdasarkan dari hasil pengujian terhadap hipotesis dalam penelitian ini dapat disimpulkan bahwa (1) variabel motivasi konsumen memiliki pengaruh yang positif dan signifikan terhadap pembelian impulsif, (2) variabel prilaku masyarakat memiliki pengaruh yang positif dan signifikan terhadap pembelian impulsif, dan (3) variabel motivasi konsumen dan prilaku masyarakat memiliki pengaruh yang positif dan signifikan terhadap pembelian impulsif pada masayarakat pesisir Kabupaten Labuhanbatu. Kata Kunci : Motivasi, Prilaku, Dan Pembelian Impulsif ==================================================================================================== The growth and development of e-commerce in Indonesia is very rapid as well as the growth of the internet. Changes in people's lifestyles to switch to online shopping in impulsive purchases that have a consumptive tendency in shopping. This research was conducted to determine the effect of the level of motivation and behavior of online shopping on impulsive purchases. This type of research is quantitative research which explains the causal relationship between research variables through hypothesis testing. Sampling technique using non-probability sampling and methods purposive sampling. The sample size used is 100 respondents with the provision that they have shopped using the online shop application. Data analysis uses Particle Least Square (PLS) and is assisted by SmartPLS 4.0 software. Based on the results of testing the hypotheses in this study, it can be concluded that (1) the variable of consumer motivation has a positive and significant influence on impulsive purchases, (2) the variable of people's behavior has a positive and significant influence on impulsive purchases, and (3) the variable of motivation consumer and community behavior has a positive and significant influence on impulsive purchases in the coastal communities of Labuhanbatu Regency. Keywords : Motivation, Behavior, And Impulsive Buying

Item Type:	Article
Uncontrolled Keywords:	Motivasi, Prilaku, Dan Pembelian Impulsif =============================== Motivation, Behavior, And Impulsive Buying
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	27 Oct 2023 09:43
Last Modified:	27 Oct 2023 09:43
URI:	http://repository.ulb.ac.id/id/eprint/436

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