PENGARUH SHOPPING LIFESTYLE DAN PRICE DISCOUNT TERHADAP IMPULSIVE BUYING LIVE TIKTOKSHOP DENGAN SELF-CONTROL SEBAGAI MODERASI PADA GEN Z KOTA PADANG
Keywords:
Shopping Lifestyle, Price Discount, Impulsive Buying. Self-Control
Abstract
Perkembangan jaringan internet yang semakin pesat mendorong para pebisnis dan pelaku usaha untuk memanfaatkan jaringan internet, salah satunya muncul keberadaan platform TikTokShop yang memiliki fitur live streaming yang bisa melakukan transaksi jual beli antar pengguna media sosial TikTok. Penelitian ini bertujuan untuk mengetahui pengaruh shopping lifestyle dan price discount terhadap impulsive buying live TikTokShop dengan self-control sebagai variabel moderasi pada Gen Z di Kota Padang. Populasi penelitian ini adalah konsumen Gen Z yang pernah melakukan checkout produk pada platform TikTokShop yang berdomisili di Kota Padang. Teknik pengambilan sampel yaitu non-probability sampling dengan jumlah sampel sebanyak 120 responden. Penelitian ini menggunakan Structural Equation Modelling-Partial Least Square (SEM-PLS) dengan software SmartPLS 4 untuk menganalisis data. Hasil penelitian menunjukkan bahwa shopping lifestyle berpengaruh positif dan signifikan terhadap impulsive buying, price discount berpengaruh positif dan signifikan terhadap impulsive buying, self-control memperlemah secara signifikan pengaruh shopping lifestyle terhadap impulsive buying dan self-control memperlemah secara signifikan pengaruh price discount terhadap impulsive buying.
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Hair, J., Hult, G. T. M., Ringle, C., Sarstedt, M., Danks, N., Ray, S., & St, C. (2022). Book Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. https://doi.org/https://doi.org/10.1007/978-3-030-80519-7
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Harahap, D. A., Amanah, D., Hurriyati, R., & Gaffar, V. (2020). The effect of hedonic shopping motivation, fashion involvement and self-control on impulse buying behavior. Management Science Letters, 10(13), 3193–3200.
Heryana, A. (2020). Hipotesis Penelitian. Prodi Kesmas Universitas Esa Unggul.
Humairoh, Annas, M., & Zein, M. H. M. (2023). Gen Z, Gender Variabel Dummy: Hedonic Shopping, Lifestyle, Dan Impulse Buying. Jurnal Manajemen Bisnis, 12(2), 107–120.
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Imbayani, I. G. A., & Novarini, N. N. A. (2018). Pengaruh Shopping Lifestyle, Fashion Involvement Dan Positive Emotion Terhadap Impulse Buying Behavior. Jurnal Ilmiah Manajemen & Bisnis, 3(2), 199–210.
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Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: a meta-analytic review. Journal of the Academy of Marketing Science, 48(3), 384–404.
Juita, V., Pujani, V., Rahim, R., & Rahayu, R. (2024). Dataset on online impulsive buying behavior of buy now pay later users and non-buy now pay later users in Indonesia using the stimulus-organism-response model. Data in Brief, 54, 110500. https://doi.org/10.1016/j.dib.2024.110500
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2024-10-24
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