Publikasi
Karya Ilmiah MahasiswaPencarian Spesifik
Kunjungan
ABSTRACT
This study aims to analyze the role of impulse buying as a mediation in the
relationship between hedonic motivation and utilitarian motivation on compulsive
buying among e-commerce users. The research method used is a quantitative
approach with the application of Structural Equation Modeling (SEM) through
SmartPLS 4.0 software. Data was obtained through an online survey involving 201
respondents from Gen Z in Pekalongan.
The results showed that hedonic motivation does not have a significant effect
directly on compulsive buying, but has a significant influence through impulsive
buying which functions as a full mediation. In contrast, utilitarian motivation has a
direct influence on compulsive buying, but is not mediation by impulsive buying.
In addition, impulse buying shows a positive and significant influence on
compulsive buying, indicating that individuals who tend to make impulsive
purchases are more prone to compulsive shopping behavior.
ABSTRAK
Penelitian ini bertujuan untuk menganalisis peran impulse buying sebagai mediasi
dalam hubungan antara motivasi hedonis dan motivasi utilitarian terhadap
compulsive buying pada pengguna e-commerce. Metode penelitian yang digunakan
adalah pendekatan kuantitatif dengan penerapan Structural Equation Modeling
(SEM) melalui software SmartPLS 4.0. Data diperoleh melalui survei daring yang
melibatkan 201 responden dari Gen Z di Pekalongan.
Hasil penelitian menunjukkan bahwa motivasi hedonis tidak memiliki pengaruh
signifikan secara langsung terhadap pembelian kompulsif, namun memiliki
pengaruh signifikan melalui pembelian impulsif yang berfungsi sebagai mediasi
penuh. Sebaliknya, motivasi utilitarian memiliki pengaruh langsung terhadap
pembelian impulsif, namun tidak dimediasi oleh pembelian impulsif. Selain itu,
impulse buying menunjukkan pengaruh positif dan signifikan terhadap compulsive
buying, mengindikasikan bahwa individu yang cenderung melakukan pembelian
impulsif lebih rentan terhadap perilaku belanja kompulsif.
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| Properti | Nilai Properti |
|---|---|
| Organisasi | Universitas Muhammadiyah Pekajangan Pekalongan |
| umpp.pekalongan@yahoo.com | |
| Alamat | Jl. Raya Pekajangan No. 1A Kedungwuni Pekalongan |
| Telepon | (0285) 7832294 |
| Tahun | 2025 |
| Kota | Pekalongan |
| Provinsi | Jawa Tengah |
| Negara | Indonesia |