Pengaruh motivasi belanja hedonis, shopping lifestyle, dan promosi terhadap pembelian impulsif konsumen Shopee : studi kasus Santri Pondok Pesantren Al-Ma’rufiyah Kota Semarang

Shopee merupakan salah satu aplikasi marketplace yang mampu menunjukkan potensinya untuk bersaing di dunia ekonomi digital (e-commerce) sehingga mendapatkan kepercayaan dari konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh motivasi belanja hedonis, shooping lifestyle, dan promosi terhadap perilaku pembelian implusif konsumen Shopee di pondok pesantren Al-Ma’rufiyah Kota Semarang. Penelitian ini menggunakan jenis penelitian kuantitatif. Populasi responden adalah seluruh santri pondok pesantren Al-Ma’rufiyah tahun ajaran 2021-2022 yang berjumlah 340 santri. Sampel terdiri dari 80 santri putra dan putri pondok pesantren Al-Ma’rufiyah, yang diambil dengan menggunakan teknik probability sampling dan simple random sampling. Proses pengumpulan data dilakukan dengan melalui kuesioner yang dibagikan melalui googleform. Teknik analisis data dilakukan dengan menggunakan anlisis regresi linier berganda, sedangkan untuk tahap pengolahan data menggunakan aplikasi IBM SPSS statistik versi 24. Hasil penelitian menunjukkan bahwa: 1) variabel motivasi belanja hedonis berpengaruh positif dan signifikan terhadap perilaku pembelian impulsif di Shopee, 2) variabel shopping lifestyle berpengaruh positif dan signifikan terhadap perilaku pembelian impulsif di Shopee, dan 3) variabel promosi berpengaruh positif dan signifikan terhadap perilaku pembelian impulsif di Shopee. ABSTRACT Shopee is one of the marketplace applications that can show its potential to compete in the digital economy (e-commerce) world to gain consumers’ trust. This study aims to analyze the effect of hedonic shopping motivation, shopping lifestyle, and promotion on the impulsive buying behaviour of Shopee consumers at Al-Ma’rufiyah Islamic boarding school, Semarang City. This research uses quantitative research. The respondents’ population is all Al-Ma’rufiyah Islamic boarding school students for 2021-2022, totaling 340 students. The sample consisted of 80 male and female Al-Ma’rufiyah Islamic boarding school students, which were taken using probability sampling and simple random sampling techniques. The data collection process was carried out through a questionnaire distributed through a google form. The data analysis technique was carried out using multiple linear regression analysis, while for the data processing stage using the IBM SPSS statistical version 24 application. The results showed that: 1) hedonic shopping motivation variables had a positive and significant effect on impulsive buying behavior at Shopee, 2) shopping variables lifestyle has a positive and significant effect on impulsive buying behavior at Shopee, and 3) promotion variables have a positive and significant effect on impulsive buying behavior at Shopee