Pengaruh Karakteristik Produk Terhadap Pembelian Impulsif Di E-Commerce Yang Dimoderatori Oleh Gender (Studi Kasus Pada Mahasiswa Program Studi Ekonomi Syariah Uin K.H Abdurrahman Wahid Pekalongan Angkatan 2019-2023)

Maghfiroh, Nurul (2024) Pengaruh Karakteristik Produk Terhadap Pembelian Impulsif Di E-Commerce Yang Dimoderatori Oleh Gender (Studi Kasus Pada Mahasiswa Program Studi Ekonomi Syariah Uin K.H Abdurrahman Wahid Pekalongan Angkatan 2019-2023). Undergraduate Thesis thesis, UIN. K. H. Abdurrahman Wahid Pekalongan.

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Abstract

Nurul Maghfiroh. The Influence of Product Characteristics on Impulsive Buying in E-commerce Moderated by Gender. Case Study of Sharia Economics Study Program Students at UIN K.H Abdurrahman Wahid Pekalongan. The ease of online shopping in e-commerce can increase impulse purchases. The factor that can trigger impulsive behavior is the role of the product itself. The aim of this research is to determine the influence of product characteristics on impulse buying in e-commerce by adding the gender variable as a moderator variable. This research uses a quantitative approach with field research methods. The population of this research was 938 students of the sharia economics study program at UIN K.H Abdurrahman Wahid Pekalongan class 2019-2023 and a sample of 90 students was taken by distributing a questionnaire in the form of a Google form link. The sampling technique was incidental sampling and calculated using the Slovin formula. The data analysis used is multiple linear regression with the interaction method or Moderating Regression Analysis (MRA) and processed using SPSS version 21. The results of this research show that the product characteristic variable from the t test obtained a significance level of 0.020 < 0.05 with a calculated t value > t table, namely 2.363 > 1.987, meaning that product characteristics partially have a significant effect on impulsive buying. The gender variable from the t test results obtained a significance level of 0.933 > 0.05 with a calculated t value < t table, namely 0.084 < 1.987, meaning that gender partially has no effect on impulsive buying. The interaction between the product characteristic variable and the gender variable from the t test results obtained a significance level of 0.998 > 0.05 with t count < t table, namely 0.003 < 1.987, meaning that the interaction between product characteristics and gender has no effect on impulsive buying or product characteristics do not influence impulsive buying which is moderated by gender. The gender variable cannot moderate the relationship between product characteristics and impulse buying. The coefficient of determination results obtained from the adjusted R square value of 0.389, so it can be concluded that the impulsive buying variable in e-commerce can be explained by the product characteristic variable which is moderated by gender at 38.9% and the remaining 61.1% is explained by other variables outside the research.

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