Pengaruh Shopping Enjoyment terhadap Impulse Buying yang Dimediasi oleh In-Store Browsing pada Zalora.co.id di Kalangan Generasi Y

Authors

  • Elkana Purba Universitas Trisakti , Indonesia
  • Aulia Kumidaninggar Pratolo Universitas Trisakti , Indonesia
  • Willy Arafah Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.14571

Keywords:

Shopping Enjoyment, In Store Browsing, Impulse Buying

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Shopping Enjoyment terhadap In Store Browsing, In Store Browsing dan Shopping Enjoyment terhadap Impulse Buying, dan Shopping Enjoyment terhadap Impulse Buying yang dimediasi oleh In Store Browsing. Data diperoleh dengan menyebarkan kuesioner secara online kepada individual pada pengalaman konsumen Zalora generasi Y yang telah menggunakan situs web Zalora.co.id. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 100 responden dengan teknik pengambilan sampel yaitu purposive sampling. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan menggunakan software AMOS 21. Hasil penelitian menunjukkan bahwa Shopping Enjoyment berpengaruh positif terhadap In Store Browsing, In Store Browsing berpengaruh positif Impulse Buying, Shopping Enjoyment berpengaruh positif terhadap Impulse Buying, dan In Store Browsing tidak dapat memediasi pengaruh positif Shopping Enjoyment terhadap Impulse Buying.

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Published

19-04-2024

How to Cite

Purba, E., Pratolo, A. K., & Arafah, W. (2024). Pengaruh Shopping Enjoyment terhadap Impulse Buying yang Dimediasi oleh In-Store Browsing pada Zalora.co.id di Kalangan Generasi Y. Jurnal Pendidikan Tambusai, 8(1), 15433–15439. https://doi.org/10.31004/jptam.v8i1.14571

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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