Analisis Pengaruh Shopping Lifestyle, Fashion Involvement, Serta Hedonic Shopping Motivation Terhadap Impulse Buying Pada Pengguna platform Live Streaming Shopping Tiktok Di Kalangan Mahasiswa Aktif Fakultas Ekonomi Dan Bisnis Universitas Wijaya Kusuma Surabaya

Adisty, Kinanti Octavierlana noer (2026) Analisis Pengaruh Shopping Lifestyle, Fashion Involvement, Serta Hedonic Shopping Motivation Terhadap Impulse Buying Pada Pengguna platform Live Streaming Shopping Tiktok Di Kalangan Mahasiswa Aktif Fakultas Ekonomi Dan Bisnis Universitas Wijaya Kusuma Surabaya. [Tugas Akhir/Skripsi] (Unpublished)

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Shopping Lifestyle, Fashion Involvement, dan Hedonic Shopping Motivation terhadap Impulse Buying pada pengguna live streaming shopping TikTok di kalangan mahasiswa aktif Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 100 mahasiswa yang pernah melakukan pembelian produk fashion melalui live streaming shopping TikTok. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan analisis regresi linier berganda dengan bantuan aplikasi SPSS. Hasil penelitian menunjukkan bahwa secara parsial Shopping Lifestyle dan Fashion Involvement berpengaruh positif dan signifikan terhadap Impulse Buying, sedangkan Hedonic Shopping Motivation tidak berpengaruh signifikan terhadap Impulse Buying. Secara simultan, Shopping Lifestyle, Fashion Involvement, dan Hedonic Shopping Motivation berpengaruh signifikan terhadap Impulse Buying. Hasil penelitian ini diharapkan dapat menjadi masukan bagi pelaku usaha dalam menyusun strategi pemasaran melalui live streaming shopping TikTok serta menjadi referensi bagi penelitian selanjutnya. ===== This study aims to examine the influence of Shopping Lifestyle, Fashion Involvement, and Hedonic Shopping Motivation on Impulse Buying among TikTok Live Shopping users at the Faculty of Economics and Business, Wijaya Kusuma University Surabaya. This study employed a quantitative approach using a survey method. The sampling technique used was purposive sampling, involving 100 students who had purchased fashion products through TikTok Live Shopping. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS software. The results showed that Shopping Lifestyle and Fashion Involvement had a positive and significant effect on Impulse Buying, while Hedonic Shopping Motivation had no significant effect on Impulse Buying. Simultaneously, the three independent variables had a significant effect on Impulse Buying. The findings are expected to provide useful insights for businesses in developing marketing strategies through TikTok Live Shopping and serve as a reference for future research.

Item Type:	Tugas Akhir/Skripsi
Uncontrolled Keywords:	Kata kunci: Shopping Lifestyle, Fashion Involvement, Hedonic Shopping Motivation, Impulse Buying, Live Streaming Shopping TikTok. ===== Keywords: Shopping Lifestyle, Fashion Involvement, Hedonic Shopping Motivation, Impulse Buying, TikTok Live Shopping.
Subjects:	S Agriculture > SB Plant culture
Divisions:	Faculty of Economic and Business > Master In Accounting Study Program
Depositing User:	Kinanti Octavierlana Noer Adisty
Date Deposited:	22 Sep 2026 01:46
Last Modified:	22 Sep 2026 01:46
URI:	http://erepository.uwks.ac.id/id/eprint/23746

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