ANALISIS PENGARUH GAIRAH DAN KESENANGAN TERHADAP PEMBELIAN IMPULSIF PADA PENGGUNA SHOPEE PAYLATER DENGAN SIKAP SEBAGAI VARIABEL MEDIASI (Studi Pada Mahasiswa Universitas Tanjungpura)
Abstract
ABSTRAK
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Gairah dan Kesenangan terhadp Pembelian Impulsif pada pengguna Shopee PayLater dengan Sikap sebagai variabel mediasi pada Mahasiswa Universitas Tanjungpura di Kalimantan Barat. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan menyebar kuisioner secara online. Sampel dalam penelitian ini berjumlah 150 responden yang pernah melakukan transaksi tagihan, pulsa, paket data, atau pembelian pakaian menggunakan layanan Shopee PayLater dengan Teknik penarikan sampel yaitu purposive sampling. Data penelitian ini diolah menggunakan alat analisis SmartPLS 3.2.9 dan metode penelitian menggunakan Structural Equation Modeling (SEM).
Hasil penelitian ini menunjukkan bahwa: (1) Gairah berpengaruh positif dan signifikan terhadap Sikap, (2) Kesenangan berpengaruh positif dan signifikan terhadap Sikap, (3) Sikap berpengaruh positif dan signifikan terhadap Pembelian Impulsif, (4) Gairah berpengaruh positif dan signifikan terhadap Pembelian Impulsif, (5) Kesenangan berpengaruh positif dan signifikan terhadap Pembelian Impulsif, (6) Sikap secara positif dan signifikan memediasi Gairah terhadap Pembelian Impulsif, dan (7) Sikap secara positif dan signifikan memediasi Kesenangan terhadap Pembelian Impulsif.
Keywords: Arousal, Pleasure, Attitude, Impulsive Buying
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