Artikel Ilmiah : C1H018015 a.n. BAGUS MU'ARIF
| NIM | C1H018015 |
|---|---|
| Namamhs | BAGUS MU'ARIF |
| Judul Artikel | THE INFLUENCE OF WEBSITE QUALITY AND SALES PROMOTION, ON IMPULSE BUYING BEHAVIOR AT SHOPEE WITH PERCEIVED ENJOYMENT AS MEDIATING VARIABLE |
| Abstrak (Bhs. Indonesia) | Abstrak Perkembangan ilmu pengetahuan dan teknologi di bidang teknologi informasi, komunikasi, dan transportasi terus berkembang. Dengan berkembangnya teknologi tersebut, akan terjadi perubahan pada perilaku manusia. Salah satu bidang yang akan mengalami kemajuan adalah perdagangan daring dengan e-commerce. Penelitian ini merupakan penelitian kuantitatif. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM) dengan AMOS. Hasil analisis menunjukkan bahwa: (1) Kualitas situs web berpengaruh positif dan signifikan terhadap perilaku pembelian impulsif pada pengguna Shopee generasi Z di Indonesia. (2) Promosi penjualan berpengaruh positif dan signifikan terhadap perilaku pembelian impulsif pada pengguna Shopee generasi Z di Indonesia. (3) Persepsi kenikmatan berpengaruh positif namun tidak signifikan terhadap perilaku pembelian impulsif pada pengguna Shopee generasi Z di Indonesia. (4) Kualitas situs web berpengaruh positif dan signifikan terhadap persepsi kenikmatan pada pengguna Shopee generasi Z di Indonesia. (5) Promosi penjualan berpengaruh positif dan signifikan terhadap persepsi kenikmatan pada pengguna Shopee generasi Z di Indonesia. (6) Persepsi kenikmatan mampu memediasi pengaruh kualitas situs web terhadap perilaku pembelian impulsif pada pengguna Shopee generasi Z di Indonesia. (7) Persepsi kenikmatan mampu memediasi pengaruh promosi penjualan terhadap perilaku pembelian impulsif pada pengguna Shopee generasi Z di Indonesia. Kata kunci: Kualitas situs web, Promosi penjualan, Persepsi kenikmatan, perilaku pembelian impulsif |
| Abtrak (Bhs. Inggris) | Abstract The development of science and technology in the fields of information technology, communication, and transportation continues to develop. With the development of this technology, there will be changes in human behavior. One area that will experience progress is online trading with e-commerce. This research is a quantitative study. The data analysis technique used in this study was Structural Equation Modeling (SEM) with AMOS. The results of the analysis show that: (1) Website quality has a positive and significant effect on impulsive buying behavior in generation Z Shopee users in Indonesia. (2) Sales promotion has a positive and significant effect on impulsive buying behavior in generation Z Shopee users in Indonesia. (3) Perceived enjoyment has a positive but not significant effect on impulsive buying behavior in generation Z Shopee users in Indonesia. (4) Website quality has a positive and significant influence on the perception of enjoyment in generation Z Shopee users in Indonesia. (5) Sales promotion has a positive and significant influence on the perception of enjoyment in generation Z Shopee users in Indonesia. (6) Perceived enjoyment is able to mediate the influence of website quality on impulsive buying behavior in generation Z Shopee users in Indonesia. (7) Perceived enjoyment is able to mediate the influence of sales promotion on impulsive buying behavior in generation Z Shopee users in Indonesia. Keywords: Website quality, Sales promotion, Perceived enjoyment, impulsive buying behavior |
| Kata kunci | Website quality, Sales promotion, Perceived enjoyment, impulsive buying behavior |
| Pembimbing 1 | Dr. Refius Pradipta setyanto, S,E., M.Si |
| Pembimbing 2 | Alisa Tri Nawarinu, S.E., MBA |
| Pembimbing 3 | Tiladela Luhita S.E., M Si |
| Tahun | 2025 |
| Jumlah Halaman | 28 |
| Tgl. Entri | 2025-06-24 09:49:32.725968 |