PENGARUH SHOPPING LIFESTYLE DAN PRICE DISCOUNT TERHADAP IMPULSIVE BUYING LIVE TIKTOKSHOP DENGAN SELF-CONTROL SEBAGAI MODERASI PADA GEN Z KOTA PADANG

Masita Isnania, Masita (2024) PENGARUH SHOPPING LIFESTYLE DAN PRICE DISCOUNT TERHADAP IMPULSIVE BUYING LIVE TIKTOKSHOP DENGAN SELF-CONTROL SEBAGAI MODERASI PADA GEN Z KOTA PADANG. S2 thesis, Universitas Andalas.

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Abstract

Pengaruh Shopping Lifestyle dan Price Discount Terhadap Impulsive Buying Live Tiktokshop dengan Self-control Sebagai Moderasi Pada Gen Z Kota Padang Masita Isnania1, Eri Besra2, Suziana3 Magister Manajemen, Fakultas Ekonomi & Bisnis, Universitas Andalas1,2,3 Email: masitaisnaniaa@gmail.com1, eribesraunand@gmail.com2, suziana@eb.unand.ac.id3 ABSTRAK Perkembangan jaringan internet yang semakin pesat mendorong para pebisnis dan pelaku usaha untuk memanfaatkan jaringan internet, salah satunya muncul keberadaan platform TikTokShop yang memiliki fitur live streaming yang bisa melakukan transaksi jual beli antar pengguna media sosial TikTok. Penelitian ini bertujuan untuk mengetahui pengaruh shopping lifestyle dan price discount terhadap impulsive buying live TikTokShop dengan self-control sebagai variabel moderasi pada Gen Z di Kota Padang. Populasi penelitian ini adalah konsumen Gen Z yang pernah melakukan checkout produk pada platform TikTokShop yang berdomisili di Kota Padang. Teknik pengambilan sampel yaitu non-probability sampling dengan jumlah sampel sebanyak 120 responden. Penelitian ini menggunakan Structural Equation Modelling-Partial Least Square (SEM-PLS) dengan software SmartPLS 4 untuk menganalisis data. Hasil penelitian menunjukkan bahwa shopping lifestyle berpengaruh positif dan signifikan terhadap impulsive buying, price discount berpengaruh positif dan signifikan terhadap impulsive buying, self-control memperlemah secara signifikan pengaruh shopping lifestyle terhadap impulsive buying dan self-control memperlemah secara signifikan pengaruh price discount terhadap impulsive buying. Kata Kunci: Shopping Lifestyle, Price Discount, Impulsive Buying, Self-control, Gen Z dan Live Streaming. The Influence of Shopping Lifestyle and Price Discounts on Impulsive Buying in Live TikTok Shop with Self-control as a Moderator Among Gen Z in Padang City Masita Isnania1, Eri Besra2, Suziana3 Master of Management, Faculty of Economics & Business, Universitas Andalas1,2,3 Email: masitaisnaniaa@gmail.com1, eribesraunand@gmail.com2, suziana@eb.unand.ac.id3 ABSTRACT The rapid development of the internet has encouraged businesspeople and entrepreneurs to take advantage of the internet, one of which is the emergence of the TikTok Shop platform, which features live streaming for buying and selling transactions among TikTok social media users. This study aims to determine the influence of shopping lifestyle and price discounts on impulsive buying in the TikTok Shop live feature, with self-control as a moderating variable among Gen Z in Padang City. The population of this study consists of Gen Z consumers who have made product checkouts on the TikTok Shop platform and reside in Padang City. The sampling technique used is non-probability sampling, with a sample size of 120 respondents. This research employs Structural Equation Modeling-Partial Least Square (SEM-PLS) using SmartPLS 4 software to analyze the data. The results indicate that shopping lifestyle has a positive and significant effect on impulsive buying, price discounts have a positive and significant effect on impulsive buying, self-control significantly weakens the influence of shopping lifestyle on impulsive buying, and self-control significantly weakens the influence of price discounts on impulsive buying. Key words: Shopping Lifestyle, Price Discount, Impulsive Buying, Self-control, Gen Z and Live Streaming.

Item Type: Thesis (S2)
Supervisors: 1. Dr. Eri Besra, SE, MM 2. Dr. Suziana, SE, MM
Uncontrolled Keywords: Shopping Lifestyle, Price Discount, Impulsive Buying, Self-control, Gen Z dan Live Streaming
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Pascasarjana (S2)
Depositing User: S2 Magister Manajemen
Date Deposited: 08 Nov 2024 04:14
Last Modified: 08 Nov 2024 04:14
URI: http://scholar.unand.ac.id/id/eprint/481981

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