Fishaumi, Mufidah (2021) Pengaruh Gaya Hidup Hedonis terhadap Impulsive Buying Belanja Online di Kabupaten Mojokerto. Undergraduate thesis, Fakultas Psikologi Universitas Merdeka Malang.

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Abstract

The phenomenon of the ease of shopping online makes many people happy and often shop, so it is not uncommon for over buying (excessive purchases). Shopping activities can be fulfilled easily anytime and anywhere through access from a smartphone (smartphone). In these conditions, someone who has a hedonic lifestyle will like to shop not even according to needs, but desires. Therefore, this study aims to determine the effect of a hedonic lifestyle on impulsive buying online shopping for early workers in Mojokerto Regency. Quantitative methods were chosen in this study, so as to produce statistical data. The measuring instrument used in this study is the Likert scale which refers to aspects of a hedonic lifestyle and impulsive buying. The population in this study was the population of Mojokerto Regency, amounting to 1,119,209 people, with a sample of 90 people. The results of the study from 90 respondents showed that the level of hedonic lifestyle and impulsive buying was in the moderate category. The results showed a significance value (p) of 0.000 (p < 0.05). These results indicate that the hypothesis in this study is accepted, namely that there is an influence between a hedonic lifestyle on impulsive buying online shopping for early workers in Mojokerto Regency, with a very strong influence of a hedonic lifestyle on impulsive buying, which is 94.8%.

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