PENGARUH GAYA HIDUP HEDONIS TERHADAP IMPULSIVE BUYING PADA MAHASISWI PENGGUNA E-COMMERCE SHOPEE

Abstract

This study aims to determine the effect of a hedonic lifestyle on impulsive buying among female students using Shopee e-commerce. This research design is a non-experimental quantitative research. Non-probability sampling technique, with purposive sampling type, and a sample of 180 female students who use Shopee e-commerce in Indonesia. On the hedonic lifestyle scale the value (α) = 0.904 with 20 items is said to be valid, and the impulsive buying scale is obtained (α) = 0.962 with 33 valid items. The results of the regression test showed that there was a positive influence of a hedonic lifestyle on impulsive buying with sig. (p) 0.000 and Y = 30.068 + 0.730X. Hedonic lifestyle affects impulsive buying by 24.3%, while the rest is influenced by other factors. Shopee e-commerce students have high and low hedonic lifestyles with the same amount of 50% and low impulsive buying 51%. In this study, there was no relationship between mood/feeling conditions and impulsive buying, and there was a relationship between the use of credit features and impulsive buying.

Keywords: Hedonic Lifestyle, Impulsive buying, Student, Shopee