PENGARUH ONLINE BEHAVIOURAL ADVERTISING, HEDONIC SHOPPING,DAN DISCOUNT TERHADAP IMPULSIVE BUYING PADA TIKTOK SHOP DENGANMEDIASI POSITIVE EMOTION (SURVEY PADA PENGGUNA TIKTOK SHOP DI KOTA PADANG)

Muhammad Sulthan al Thoriq, Sulthan (2024) PENGARUH ONLINE BEHAVIOURAL ADVERTISING, HEDONIC SHOPPING,DAN DISCOUNT TERHADAP IMPULSIVE BUYING PADA TIKTOK SHOP DENGANMEDIASI POSITIVE EMOTION (SURVEY PADA PENGGUNA TIKTOK SHOP DI KOTA PADANG). S2 thesis, Universitas Andalas.

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Abstract

Pengaruh Online Behavioural Advertising, Hedonic Shopping,dan Discount terhadap Impulsive Buyingpada Tiktok ShopdenganMediasi Positive Emotion Muhammad Sulthan al Thoriq Dr. Verinita SE, M.Si Dr. Suziana SE, MM ABSTRAK Penelitian ini bertujuan untuk mengetahui Pengaruh Online Behavioural Advertising, Hedonic Shopping, dan Discount terhadap Impulsive Buying pada Tiktok Shop dengan Mediasi Positive Emotion. Metode penelitian yang digunakan dalam penelitian ini adalah kuantitatif dengan jumlah sampel yang digunakan adalah 147 sampel. Pengumpulan sampel dilakukan melalui google form. Metode analisis data yang digunakan untuk membuktikan hipotesis dilakukan menggunakan SmartPLS. Dari hasil pengujian hipotesis ditemukan bahwa Online behavioural advertising berpengaruh positif dan signifikan terhadapimpulsive buying, hedonic shopping tidakberpengaruh positif dan signifikan terhadapimpulsive buying, discount tidakberpengaruh positif dan signifikan terhadapimpulsive buying,online behavioural advertising berpengaruh positif dan signifikan terhadappositive emotion, hedonic shoppingberpengaruh positif dan signifikan terhadappositive emotion, discountberpengaruh positif dan signifikan terhadappositive emotion,online behavioural advertising berpengaruh positif dan signifikan terhadapimpulsive buyingdengan mediasi positive emotion, hedonic shoppingberpengaruh positif dan signifikan terhadapimpulsive buyingdengan mediasi positive emotion, discountberpengaruh positif dan signifikan terhadapimpulsive buyingdengan mediasi positive emotion, dan impulsive buying berpengaruh positif dan signifikan terhadappositive emotion. Kata Kunci:online behavioural advertising, hedonic shopping, discount, impulsive buying,positive emotion. The Effect of Online Behavioural Advertising, Hedonic Shopping, and Discount on Impulsive Buying at Tiktok Shop with Mediation of Positive Emotion Muhammad Sulthan al Thoriq Dr. Verinita SE, M.Si Dr. Suziana SE, MM ABSTRACT This study aims to determine the effect of Online Behavioural Advertising, Hedonic Shopping, and Discount on Impulsive Buying at Tiktok Shop with Mediation of Positive Emotion. The research method used in this research is quantitative with the number of samples used is 147 samples. Sample collection was done via google form. The data analysis method used to prove the hypothesis is carried out using SmartPLS. From the results of hypothesis testing, it is found that online behavioral advertising has a positive and significant effect on impulsive buying, hedonic shopping has no positive and significant effect on impulsive buying, discounts have no positive and significant effect on impulsive buying, online behavioral advertising has a positive and significant effect on positive emotion, hedonic shopping has a positive and significant effect on positive emotion, discount has a positive and significant effect on positive emotion, online behavioral advertising has a positive and significant effect on impulsive buying with positive emotion mediation, hedonic shopping has a positive and significant effect on impulsive buying with positive emotion mediation, discount has a positive and significant effect on impulsive buying with positive emotion mediation, and impulsive buying has a positive and significant effect on positive emotion. Keywords:online behavioural advertising, hedonic shopping, discount, impulsive buying,positive emotion.

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