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Analysis Of The Effect Of Content Marketing, Product Quality, And Hedonic Shopping Motivation On Impulsive Buying Behavior On E-Commerce Shopee Among Z Generation In Central Java = Analysis Of The Effect Of Content Marketing, Product Quality, And Hedonic Shopping Motivation On Impulsive Buying Behavior On E-Commerce Shopee Among Z Generation In Central Java
Wijayanti, Herlin Student ID 3.42.22.0.11, “Analysis Of The Effect Of Content Marketing, Product Quality, And Hedonic Shopping Motivation On Impulsive Buying Behavior On E- Commerce Shopee Among Z Generation In Central Java”, Final Report Accounting Department Semarang State Polytechnic, under the guidance of Jati Handayani, S.E., MSI, and Drs. Moh. Muslikh, M.Pd., August 2025, 86 Pages.
ABSTRACT
This research aims to analyze The Effect Of Content Marketing, Product Quality, And Hedonic Shopping Motivation On Impulsive Buying Behavior On E- Commerce Shopee Among Z Generation In Central Java Province. This research uses a quantitative research method with a causal design was employed, using a survey approach with questionnaires distributed to 100 Generation Z users of Shopee, selected through purposive sampling. The data analysis model used was Multiple Linear Regression Analysis. Meanwhile, the data analysis techniques included the Model Test (F-Test), Partial Significance Test (t-Test), and the Coefficient of Determination (R²). The results indicate that simultaneously, the variables of Content Marketing, Product Quality, and Hedonic Shopping Motivation have a significant effect on Impulsive Buying. Partially, Product Quality and Hedonic Shopping Motivation were proven to have a positive and significant effect on Impulsive Buying. However, it was found that Content Marketing had a negative and significant effect on Impulsive Buying. The Adjusted R Square value of 0.803 indicates that 80.3% of the variation in Impulsive Buying can be explained by these three variables.
Keywords: Content Marketing, Product Quality, Hedonic Shopping Motivation
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