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Pengaruh Media Sosial Dan Motivasi Hedonis Terhadap Sikap Belanja Apparel Online Selama Pandemi Covid-19
This study aims to determine the effect of the presence of shopping features on popular social media namely Instagram Shopping and TikTok Shop in Indonesia during the Covid-19 pandemic as a new social commerce alternative which could affecting impulsive and compulsive shopping behavior for apparel products. In this study, the impact of social media, hedonic motivation, shopping in the times of Covid-19, and social climate of social media influencers community are observed towards impulsive and compulsive shopping behavior. The study used variance-based partial least squares structural equational modelling (PLS-SEM) on a cross-sectional study conducted on 475 respondents observing the association of several variables: Social Media Influence, Social Commerce, EWOM of Social Commerce, Hedonic (Happiness), Hedonic (Fun) variables, Shopping in the Times of Covid-19 and Social Climate as a moderating variable towards the Impulsive Buying and Compulsive Buying as the dependent variables. The study result show that Hedonic (Happiness) and Shopping in the Times of Covid-19 had a significant positive relationship to Impulsive and Compulsive buying behavior. Hedonic (Fun) and the moderating role of Social Climate had a significant positive relationship with Impulsive Buying. Whilst the other variables do not have a positive significant relationship to the Impulsive Buying and Compulsive Buying variables..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13621 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2022 |
|---|---|
| Edisi | - |
| Subjek | Social Media Influence Covid 19 Hedonism |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xv, 189 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |