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Pengaruh Motivasi Belanja Hedonis, Promosi Penjualan, dan Electronic Word of Mouth terhadap Perilaku Pembelian Impulsif Daring Mahasiswa Fakultas Ekonomi Universitas Negeri Semarang angkatan 2020 dengan Shopping Enjoyment sebagai Variabel Intervening

Business and Accounting Education Journal · Vol. 4 No. 2 (2023) · pp. 196–218

DOI
10.15294/baej.v4i2.69154
ISSN
2723-4487, 2723-4495
Published
2023-08-31
Publisher
Universitas Negeri Semarang
Language
eng

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh motivasi belanja hedonis, promosi penjualan, dan electronic word of mouth terhadap perilaku pembelian impulsif daring secara langsung maupun tidak langsung melalui shopping enjoyment. Populasi penelitian adalah mahasiswa Fakultas Ekonomi Universitas Negeri Semarang Angkatan 2020 dengan jumlah sampel 301 mahasiswa yang diambil menggunakan teknik proportional random sampling. Metode pengumpulan data menggunakan kuesioner. Teknik analisis data menggunakan analisis statistik deskriptif, dan analisis Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa: (1) motivasi belanja hedonis, promosi penjualan, dan Shopping enjoyment berpengaruh positif dan signifikan terhadap perilaku pembelian impulsif daring secara langsung, (2) electronic word of mouth tidak berpengaruh terhadap perilaku pembelian impulsifdaring, (3) motivasi belanja hedonis, promosi penjualan, dan electronic word of mouth berpengaruh positif dan signifikan terhadap shopping enjoyment secara langsung, (4) shopping enjoyment dapat memediasi pengaruh motivasi belanja hedonis, promosi penjualan, dan electronic word of mouth terhadap perilaku pembelian impulsif daring.

Collaboration network of the authors

40 authors · 97 co-authorship links · showing the 40 most connected

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Co-authorOrganisationJoint articles
Widiyanto WidiyantoAffiliation unknown2
Afifah Nur AmaliahAffiliation unknown1
Kardoyo KardoyoAffiliation unknown1
Rizal Eko WibowoAffiliation unknown1
Neli Muna AmaliaAffiliation unknown1
Sucihatiningsih DWPAffiliation unknown1
Subowo SubowoAffiliation unknown1
Cyntia ArifahAffiliation unknown1
Lintang Suci AfiyatiAffiliation unknown1
Erna EmmawatiAffiliation unknown1
Margunani MargunaniAffiliation unknown1
Kurnia Sari Dwi PradaniAffiliation unknown1
Saringatun MudrikahAffiliation unknown1
Sri RiwayatiAffiliation unknown1
Muhsin MuhsinAffiliation unknown1
Ahmad NurkhinAffiliation unknown1
Fachrurrozie FachrurrozieAffiliation unknown1
Harsono HarsonoAffiliation unknown1
MargunaniAffiliation unknown1
Moch Faizal RachmadiAffiliation unknown1
Muhammad Dwilian FathurrohmanAffiliation unknown1
Naim DevitrisiaAffiliation unknown1
RusdartiAffiliation unknown1
Ichtiar Adhi FauziAffiliation unknown1
KusmuriyantoAffiliation unknown1
Vinasya AdellaAffiliation unknown1
Rusdarti RusdartiAffiliation unknown1
Arrum PrabawatiAffiliation unknown1
Agus WahyudinAffiliation unknown1
Ega Sih Priyantika WihartoAffiliation unknown1
Amin PujiatiAffiliation unknown1
Bernike Agnes TrianaveraAffiliation unknown1
Muhammad KhafidAffiliation unknown1
Atik Mufridatul KhasanahAffiliation unknown1
Nurdian SusilowatiAffiliation unknown1
Yoga Adi PratamaAffiliation unknown1
Annisa AmbarwatiAffiliation unknown1
Reza Ayu KusumaAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/sju/index.php/baej/oai, first harvested 5 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Pengaruh Motivasi Belanja Hedonis, Promosi Penjualan, dan Electronic Word of Mouth terhadap Perilaku Pembelian Impulsif Daring Mahasiswa Fakultas Ekonomi Universitas Negeri Semarang angkatan 2020 dengan Shopping Enjoyment sebagai Variabel Intervening</dc:title>
	<dc:creator>Astuti, Windi Puji</dc:creator>
	<dc:creator>Santoso, Jarot Tri Bowo</dc:creator>
	<dc:description xml:lang="en-US">Penelitian ini bertujuan untuk menganalisis pengaruh motivasi belanja hedonis, promosi penjualan, dan electronic word of mouth terhadap perilaku pembelian impulsif daring secara langsung maupun tidak langsung melalui shopping enjoyment. Populasi penelitian adalah mahasiswa Fakultas Ekonomi Universitas Negeri Semarang Angkatan 2020 dengan jumlah sampel 301 mahasiswa yang diambil menggunakan teknik proportional random sampling. Metode pengumpulan data menggunakan kuesioner. Teknik analisis data menggunakan analisis statistik deskriptif, dan analisis Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa: (1) motivasi belanja hedonis, promosi penjualan, dan Shopping enjoyment berpengaruh positif dan signifikan terhadap perilaku pembelian impulsif daring secara langsung, (2) electronic word of mouth tidak berpengaruh terhadap perilaku pembelian impulsifdaring, (3) motivasi belanja hedonis, promosi penjualan, dan electronic word of mouth berpengaruh positif dan signifikan terhadap shopping enjoyment secara langsung, (4) shopping enjoyment dapat memediasi pengaruh motivasi belanja hedonis, promosi penjualan, dan electronic word of mouth terhadap perilaku pembelian impulsif daring.</dc:description>
	<dc:publisher xml:lang="en-US">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2023-08-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/sju/baej/article/view/69154</dc:identifier>
	<dc:identifier>10.15294/baej.v4i2.69154</dc:identifier>
	<dc:source xml:lang="en-US">Business and Accounting Education Journal; Vol 4 No 2 (2023): Business and Accounting Education Journal; 196 -  218</dc:source>
	<dc:source>2723-4487</dc:source>
	<dc:source>2723-4495</dc:source>
	<dc:source>10.15294/baej.v4i2</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/sju/baej/article/view/69154/26490</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2023 Business and Accounting Education Journal</dc:rights>
</oai_dc:dc>