CD Skripsi

Gender: Moderate Effect Of Hedonic Browsing And Utilitarian Browsing Toward Online Impulse Buying Generation Z On Shopee In Pekanbaru City Submitted As One Of The Requirements To Obtain A Bachelor Of Economics

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This study aims to determine the effect of hedonic and utilitarian browsing on impulse buying in the Shopee marketplace, as well as the role of gender in moderating this influence. The population of this study includes the users of Shopee Pekanbaru City who are Generation Z. The research method used is descriptive quantitative, especially causal associative research. Primary data was collected through an online survey and analyzed using SEM-PLS through the WarpPLS version 7.0 application. The number of samples taken is 200 people aged 18-26 years in Pekanbaru City. The sampling technique used in this study is a non- probability sampling technique with a purposive sampling technique. The results showed that: 1) there was a positive and significant effect of hedonic browsing on impulse buying generation Z at Shopee Pekanbaru City, 2) there was a positive but not significant effect of utilitarian browsing on impulse buying generation Z at Shopee in Pekanbaru City, 3) The gender variable has a positive and insignificant effect in moderating the effect of Hedonic Browsing on Online Impulse Buying in the Shopee marketplace in Generation Z in Pekanbaru City, 4) The gender variable has a positive and insignificant effect in moderating the influence of Utilitarian Browsing on Online Impulse Buying in the Shopee marketplace in Generation Z in Pekanbaru City.
Keywords: Hedonic Browsing, Utilitarian Browsing, Gender, Impulse Buying, Marketplace.
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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1802110046

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1802110046

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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