PENGARUH PRICE DISCOUNT, BRAND AWARENESS, DIGITAL MARKETING, SHOPPING LIFESTYLE DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING DI TOKO ONLINE TIKTOK

FITRIA, PUTRI NURUL (2024) PENGARUH PRICE DISCOUNT, BRAND AWARENESS, DIGITAL MARKETING, SHOPPING LIFESTYLE DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING DI TOKO ONLINE TIKTOK. S1 thesis, Universitas PGRI Madiun.

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Abstract

The aim of this study was to analyze the influence of price discount, brand awareness, digital marketing, shopping lifestyle and hedonic shopping motivation towards impulse buying in Tiktok shop in Madiun City. This research was conducted because of the increasing development of digital technology and online shopping trends that influence consumer behavior in shopping in online shops. This study used a quantitative research type with a data collection method using a questionnaire and processed with the Statistical Package for the Social Sciences (SPSS) version 25.0. The sample in this study amounted to 384 consumer respondents who had purchased products at the Tiktok shop. The data analysis tool used in this study was the classical assumption test consisting of normality test, multicollinearity test, heteroscedasticity test and autocorrelation test. Furthermore, the hypothesis was tested using multiple linear regression analysis method, determination coefficient analysis (R2) and t-test. The results of this study indicate that price discount, brand awareness, and shopping lifestyle do not have a positive and insignificant effect towards impulse buying in Tiktok shop. While digital marketing and hedonic shopping motivation have a positive and significant effect towards impulse buying in Tiktok shop. Keywords: Price Discount, Brand Awareness, Digital Marketing, Shopping Lifestyle, Hedonic Shopping Motivation, Impulse Buying.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Price Discount, Brand Awareness, Digital Marketing, Shopping Lifestyle, Hedonic Shopping Motivation, Impulse Buying
Subjects:	A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management A Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	FITRIA NURUL PUTRI
Date Deposited:	07 Oct 2024 03:29
Last Modified:	07 Oct 2024 03:29
URI:	http://eprint.unipma.ac.id/id/eprint/2380

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