Analisis Hubungan Antara Materialism, Impulsive Buying, Compulsive Buying Terhadap Life Happiness (Studi Pada Konsumen Milenial Shopee di Surabaya)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Abdurrahman, Moh. Syaiful
Subject
658 - GENERAL MANAGEMENT
Datestamp
2023-05-29 03:54:13
Abstract :
Online shopping is the main choice during the Covid-19 pandemic, this is due to the effect of government policies that provide advice such as social distancing and the implementation of the PSBB, which limits people's mobility for shopping outside the home and an increase in online shopping through the shopee platform, especially especially among the millennial generation, who are known to be very close to technology. This study has four main objectives, first to analyze the significance of the effect of materialism on compulsive buying, second to analyze the significance of the effect of materialism on impulsive buying, third to analyze the significance of the effect of impulsive buying on compulsive buying, fourth to analyze the significance of the effect of compulsive buying on life happiness. Data was collected from 100 respondents and analyzed using WarpPLS 8.0. The results of this study indicate that Materialism has a positive and significant effect on Compulsive Buying, Materialism has a positive and significant effect on Impulsive Buying, Impusive Buying has a positive and significant effect on Compulsive Buying, Compulsive Buying has a significant effect on Life happiness.
Online shopping is the main choice during the Covid-19 pandemic, this is due to the effect of government policies that provide advice such as social distancing and the implementation of the PSBB, which limits people's mobility for shopping outside the home and an increase in online shopping through the shopee platform, especially especially among the millennial generation, who are known to be very close to technology. This study has four main objectives, first to analyze the significance of the effect of materialism on compulsive buying, second to analyze the significance of the effect of materialism on impulsive buying, third to analyze the significance of the effect of impulsive buying on compulsive buying, fourth to analyze the significance of the effect of compulsive buying on life happiness. Data was collected from 100 respondents and analyzed using WarpPLS 8.0. The results of this study indicate that Materialism has a positive and significant effect on Compulsive Buying, Materialism has a positive and significant effect on Impulsive Buying, Impusive Buying has a positive and significant effect on Compulsive Buying, Compulsive Buying has a significant effect on Life happiness.
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