Pengaruh Compatibility Lifestyle Milenial, Electronic Word Of Mouth (E-Wom), dan Shopee Live terhadap Perilaku Impulse Buying Pengguna Shopee (Studi Kasus Mahasiswa Kabupaten Pekalongan Pengguna Shopee )

Febriani, Lu’luk (2024) Pengaruh Compatibility Lifestyle Milenial, Electronic Word Of Mouth (E-Wom), dan Shopee Live terhadap Perilaku Impulse Buying Pengguna Shopee (Studi Kasus Mahasiswa Kabupaten Pekalongan Pengguna Shopee ). Undergraduate Thesis thesis, UIN K.H. ABDURRAHMAN WAHID PEKALONGAN.

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Abstract

E-commerce merupakan alternatif untuk pembelian barang yang dilakukan secara online. Banyak platform online shop yang digunakan sebagai alat pemenuhan kebutuhan mereka misalnya Lazada, shopee, Tokopedia dan lain sebagainya. Karena belanja online dirasa praktis dan mudah dilakukan serta menghemat waktu dan tenaga. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh compatibility lifestyle milenial, electronic word of mouth (e-wom), dan shopee live terhadap perilaku impulse buying Mahasiswa Kabupaten Pekalongan pengguna Shopee. Penelitian ini termasuk penelitian lapangan dengan pendekatan kuantitatif. Metode pengumpulan data dalam penelitian ini adalah metode angket (kuesioner). Populasi dalam penelitian ini yaitu pengguna Shopee pada mahasiswa Kabupaten Pekalongan Pengguna Shopee dengan pengambilan sampel sebanyak 100 responden dengan menggunakan teknik purposive sampling. Penelitian ini menggunakan metode analisis data deskriptif, uji instrumen, uji asumsi klasik, uji regresi linear berganda, uji hipotesis dan uji koefisien determinasi dengan bantuan SPSS 26. Hasil dari penelitian ini menunjukkan bahwa compatibility lifestyle milenial, dan shopee live secara parsial berpengaruh terhadap perilaku impulse buying Mahasiswa Kabupaten Pekalongan pengguna Shopee dengan nilai t hitung pada variabel compatibility lifestyle milenial 5.648 > t tabel 1,984 dan nilai t hitung pada variabel shopee live 2.500 > t tabel 1,984. Sedangkan electronic word of mouth (e-wom) secara parsial tidak berpengaruh perilaku impulse buying Mahasiswa Kabupaten Pekalongan pengguna Shopee dengan nilai t hitung pada variabel electronic word of mouth (e-wom) variabel -0,148 < t tabel 1,984. Kemudian secara simultan compatibility lifestyle milenial, electronic word of mouth (e-wom), dan shopee live berpengaruh terhadap perilaku impulse buying Mahasiswa Kabupaten Pekalongan pengguna Shopee dengan nilai F hitung sebesar 29,055 juga lebih dari nilai F tabel sebesar 2,70 dengan pengaruh 46% dan sisanya 54% dipengaruhi oleh variabel-variabel lain diluar dari model variabel ini. Kata Kunci : compatibility lifestyle milenial, electronic word of mouth (e-wom), shopee live dan impulse buying   ABSTRACT Febriani. Lu’luk. The Influence of Millennial Lifestyle Compatibility, Electronic Word of Mouth (E-Wom), and Shopee Live on the Impulse Buying Behavior of Shopee Users (Case Study of Pekalongan Regency Students Using Shopee) E-commerce is an alternative to purchasing goods made online. Many online shop platforms are used as a tool to fulfill their needs, for example Lazada, Shopee, Tokopedia and so on. Because online shopping is considered practical and easy to do and saves time and energy. The aim of this research is to determine the influence of millennial lifestyle compatibility, electronic word of mouth (e-wom), and Shopee Live on the impulse buying behavior of Pekalongan Regency students who use Shopee. This research includes field research with a quantitative approach. The data collection method in this research is the questionnaire method. The population in this research is Shopee users, Pekalongan Regency students, Shopee users, with a sample of 100 respondents using a purposive sampling technique. This research uses descriptive data analysis methods, instrument tests, classical assumption tests, multiple linear regression tests, hypothesis tests and coefficient of determination tests with the help of SPSS 26. The results of this research show that millennial lifestyle compatibility and Shopee Live partially influence the impulse buying behavior of Pekalongan Regency students who use Shopee with the calculated t value for the millennial lifestyle compatibility variable 5,648 > t table 1.984 and the calculated t value for the Shopee Live variable 2,500 > t table 1,984. Meanwhile, electronic word of mouth (e-wom) partially has no effect on the impulse buying behavior of Pekalongan Regency students who use Shopee with the calculated t value for the electronic word of mouth (e-wom) variable -0.148 < t table 1.984. Then simultaneously the compatibility of millennial lifestyle, electronic word of mouth (e-wom), and shopee live influence the impulse buying behavior of Pekalongan Regency students who use Shopee with a calculated F value of 29.055 which is also more than the F table value of 2.70 with an influence of 46% and the remaining 54% is influenced by other variables outside this variable model. Keywords: millennial lifestyle compatibility, electronic word of mouth (e-wom), shopee live and impulse buying

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