CD Tesis

Pengaruh Influencer, Lifestyle Dan Brand Image Terhadap Impulse Buying Di E-Commerce (Studi Kasus Pada Generasi Milenial Kota Pekanbaru)

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Impulse buying is the process of buying an item, where the consumer has no
intention to buy before, so that an unplanned purchase occurs. This behavior
arises due to several influencing factors. The sophistication of information
technology makes anyone who uses it can easily get the latest information and
things. Through the existence of influencers on social media and supported by a
constantly changing lifestyle coupled with well-known brand image factors that
make a product have more value (value) and make impulse buying more
uncontrolled.
This study aims to see and determine the direct and indirect effects of
influencers, lifestyle, and brand image on impulse buying that occurs in
millennials in Pekanbaru City. In this study, the population is the millennial
generation of Pekanbaru City, with a sample of 400 respondents. The technique
used in this study is purposive sampling. Data analysis uses multiple linear
regression with the help of SPSS version 25.
The results showed that influencers, lifestyles, and brand images partially
and simultaneously had a positive and significant effect on impulse buying in the
millennial generation of Pekanbaru City. The three variables were able to explain
the influence of impulse buying by 64%, and the rest was explained by other
variables that had not been studied in this study.
Keywords: Influencer, lifestyle, Brand image, and Impulse Buying

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1910247903

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1910247903

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

FATAH

Versi lain/terkait

Lampiran Berkas

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