PENGARUH HEDONIC CONSUMPTION, AVAILABILITY OF MONEY, DAN POSITIVE EMOTION TERHADP IMPULSIVE BUYING PADA E-COMMERCE SHOPEE PADA MASYARAKAT KOTA PALEMBANG

YUSTAM, IZABEL PRANAMA PUTRI and Rosa, Aslamia (2025) PENGARUH HEDONIC CONSUMPTION, AVAILABILITY OF MONEY, DAN POSITIVE EMOTION TERHADP IMPULSIVE BUYING PADA E-COMMERCE SHOPEE PADA MASYARAKAT KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the effect of Hedonic Consumption, Availability of money, and Positive emotion, on Impulsive buying at e-commerce Shopee in Palembang city. The population in this study is the community of Shopee e-commerce users in the city Palembang.the number of samples used in this study were 100 people. Data collection was carried out by distributing questionnaires to the Shopee e-commerce user community and using a purposive sampling technique. Based on the result pf the t test, it can be concluded that the variable Hedonic Consumption has a significant partial effect on impulsive buying on the Shopee application, as indicated by a t value of 9,307, which is greater than the t table value of 1.985. Meanwhile, the variable availability of money does not have a significant partial effect on impulsive buying, as shown by a t value of -1,781, which is smaller than the t table value of 1,985. Similarly, the variable positive emotion also does not have a significant partial effect on impulsive buying, with a t value of 1,281, which is below the t table value of 1,985. However, based on the simultaneous F test, the calculated F value of 55,888 exceeds the F table value of 3,09, indicating that the variable Hedonic Consumption, availability of money, and positive emotion have a significant simultaneous effect on impulsive buying.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Hedonic Consumption, Availability of Money, Positive Emotion, Impulsive Buying
Subjects:	H Social Sciences > HB Economic Theory > HB238-251 Competition. Production. Wealth
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Izabel Pranama Putri Yustam
Date Deposited:	22 Sep 2025 07:19
Last Modified:	22 Sep 2025 07:19
URI:	http://repository.unsri.ac.id/id/eprint/184393

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