Pengaruh Perceived Ease of Use, Perceived Usefulness, dan Hedonic Shopping Motivation Terhadap Impulse Buying Behvaior Pengguna Jasa GrabFood di Kota Tangerang Selatan

⭐ Salsabila, Shafira (2021) Pengaruh Perceived Ease of Use, Perceived Usefulness, dan Hedonic Shopping Motivation Terhadap Impulse Buying Behvaior Pengguna Jasa GrabFood di Kota Tangerang Selatan. Bachelor Thesis, Universitas Multimedia Nusantara.

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Abstract

Penelitian ini dilatarbelakangi dengan adanya perubahan pola konsumsi juga gaya hidup individu seiring berkembangnya zaman dan peningkatan performa GrabFood jika dibandingkan dengan para pesaingnya. Perusahaan ride hailing asal Malaysia kini semakin berkembang, didukung dengan bergesernya gaya hidup menjadi lebih konsumtif dan ingin serba instan ternyata memengaruhi pangsa pasar perusahaan ride hailing, dengan meningkatnya pangsa pasar Grab khususnya GrabFood. Teori yang digunakan adalah Theory of Planned Behavior yang diteliti menggunakan beberapa dimensi. Metode penelitian yang digunakan adalah kuantitatif dengan jenis penelitian eksplanatif dan metode pengumpulan data yang digunakan yaitu metode survei. Hasil survei yang didapat sebanyak 441 responden dengan menggunakan teknik pengambilan sampel purposive sampling, yaitu pengguna GrabFood yang berdomisili Kota Tangerang Selatan. Hasil dari penelitian menunjukan bahwa terdapat pengaruh signifikan dari perceived ease of use, perceived usefulness, dan hedonic shopping motivation terhadap impulse buying behvaior pengguna GrabFood di Kota Tangerang Selatan sebesar 69.9%, sedangkan 30.1% lainnya dipengaruhi oleh faktor lainnya seperti sales promotion, in store stimuli, personality, dan lainnya. Dimensi self-efficacy merupakan dimensi yang paling berpengaruh terhadap impulse buying behavior yaitu sebesar 49.6%.

Item Type:	Thesis (Bachelor Thesis)
Creators:	Salsabila, Shafira (00000020662)
Contributors:	Saputro, Calvin Eko Hadi (0303056102)
Keywords:	Perceived Ease of Use, Perceived Usefulness, Hedonic Shopping Motivation, Impulse Buying Behavior, GrabFood
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.82 Sales Promotion
Sustainable Development Goals:	Goal 08. Promote sustained, inclusive and sustainable economic growth, full and productive employment and work for all Goal 09. Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
Divisions:	Faculty of Communication > Strategic Communication
Date Deposited:	24 Aug 2021 15:01
URI:	https://kc.umn.ac.id/id/eprint/17098

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