PENGARUH SHOPPING MOTIVATION TERHADAP IMPULSE BUYING YANG DI MEDIASI OLEH SHOPPING LIFESTYLE PADA KONSUMEN ONLINE ZALORA DI SURABAYA

PARTANA TATAK

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh dari Shopping Motivation terhadap Impulse Buying yang dimediasi oleh Shopping Lifestyle pada obyek penelitian konsumen e commerce Zalora. Data penelitian diperoleh dari pengisian kuesioner oleh 197 orang responden. Data penelitian yang diperoleh diolah menggunakan konstruk penelitian Structural Equation Modeling. Hasil penelitian menunjukkan bahwa Shopping Motivation berpengaruh terhadap Impulse Buying, Shopping Motivation berpengaruh terhadap Shopping Lifestyle, Shopping Lifestyle berpengaruh terhadap Impulse Buying. Hasil penelitian juga menunjukkan terdapat efek mediasi dari variabel Shopping Lifestyle

Keywords


Shopping Motivation, Shopping Lifestyle, Impulse Buying

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