Pengaruh Kualitas Website, Shopping Lifestlye, Dan Media Sosial Terhadap Pembelian Impulsif : (Studi Kasus pada Pengguna Marketplace Shopee di Kota Padang)

Repaldo Repaldo; Ice  Kamela; Irda  Irda

doi:10.55903/juria.v5i2.438

Authors

Repaldo Repaldo Universitas Bung Hatta, Padang, Indonesia
Ice Kamela Universitas Bung Hatta, Padang, Indonesia
Irda Irda Universitas Bung Hatta, Padang, Indonesia

DOI:

https://doi.org/10.55903/juria.v5i2.438

Keywords:

Kualitas Website, Shopping lifestyle, Media Sosial, Pembelian Impulsif

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas website, shopping lifestyle, dan media sosial terhadap pembelian impulsif pada pengguna marketplace Shopee di Kota Padang. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 80 orang. Analisis data dilakukan dengan menggunakan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui beberapa tahapan, yaitu Measurement Model Assessment, Analisis Deskriptif, Analisis R-Square, dan Structural Model Assessment. Hasil dari penelitian ini menunjukkan bahwa: (1) Kualitas website berpengaruh positif terhadap pembelian impulsif. (2) Shopping lifestyle berpengaruh positif terhadap pembelian impulsif. (3) Media sosial berpengaruh positif terhadap pembelian impulsif pada pengguna marketplace Shopee di Kota Padang.

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