Pengaruh Diskon dan Hedonic Shopping terhadap Keputusan Pembelian Impulsif dengan Mediasi Perceived Value

Fikri Haikal

Abstract


Penelitian ini bertujuan menganalisis pengaruh diskon dan belanja hedonik terhadap keputusan pembelian impulsif pengguna Shopee di Tasikmalaya, dengan menguji peran perceived value sebagai mediator. Menggunakan metode kuantitatif, penelitian ini melibatkan 205 responden yang dipilih dengan teknik purposive sampling. Responden terdiri dari pengguna aktif Shopee di Tasikmalaya yang berusia minimal 18 tahun dan pernah melakukan pembelian impulsif dalam tiga bulan terakhir. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan perangkat lunak AMOS versi 24. Hasil penelitian menunjukkan bahwa diskon dan belanja hedonik memiliki pengaruh positif dan signifikan terhadap keputusan pembelian impulsif. Selain itu, perceived value berperan sebagai mediator yang memperkuat hubungan antara diskon dan pembelian impulsif, serta antara belanja hedonik dan pembelian impulsif. Penelitian ini memberikan wawasan baru mengenai perilaku konsumen di platform e-commerce, khususnya di wilayah Tasikmalaya. Implikasinya, pemasar dapat memanfaatkan temuan ini untuk merancang strategi promosi yang lebih efektif dalam mendorong pembelian impulsif di era digital.
Kata Kunci: Diskon, Hedonic Shopping, Pembelian Impulsif, Perceived Value

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DOI: https://doi.org/10.37531/sejaman.v7i2.7579

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