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Factors Analysis of Shopping Lifestyle, Fashion Involvement, Pre-Decision, and Post Decision Stage on Impulsive Purchase During the Covid-19 Pandemic (Study on Shopee Consumers in The City of Karawang)

Tugas Akhir, 018 / 2021 / ABS
Undergraduate Theses from JBPTPPOLBAN / 2023-04-18 12:57:05
Oleh : Neysa Yasmine Aneira Saputra - 185211017 (neysa.yasmine.abs18@polban.ac.id)
Dibuat : 2023-04-18, dengan 4 file

Keyword : Pembelian impulsif, Shopee, Covid-19
Subjek : Impulse buying, Shopee, Covid-19

Indonesia sejak akhir tahun 2019 telah terdampak virus Covid-19, yang mengharuskan masyarakat melakukan penyelamatan diri dengan cara sebisa mungkin memiliki pasokan makanan dan minuman, kebutuhan sehari-hari, serta sebisa mungkin kebutuhan lainnya seperti kebutuhan sekunder tetap terpenuhi dengan melakukan pembelian secara online melalui Shopee. Berdasarkan pra survei pada 79 konsumen Shopee pada masa pandemi Covid-19 77,2% mengatakan bahwa pada masa pandemi dibutuhkan adanya penyesuaian akan gaya hidup. Penelitian ini dilakukan guna untuk mengetahui faktor mana yang paling mempengaruhi pembelian impulsif selama masa pandemi Covid-19 di Kota Karawang. Metode penelitian yang digunakan ialah analisis deskriptif dengan pendekatan kuantitatif yang mana hasil analisisnya berbentuk perhitungan mean, standar deviasi, nilai maksimum, serta nilai minimum. Pengumpulan informasi yang didapatkan memakai g- form. Hasil dari penelitian ini menyatakan bahwa faktor shopping lifestyle, fashion involvement, pre-decision stage, dan post decision stage secara menyeluruh mempengaruhi pembelian impulsif terhadap konsumen Shopee di Kota Karawang. Dimensi yang memiliki nilai tertinggi yaitu dimensi pre-decision stage, sedangkan dimensi dengan nilai terendah yaitu dimensi fashion involvement. Kata kunci: Pembelian impulsif, Shopee, Covid-19.

Deskripsi Alternatif :

Since the end of 2019 Indonesia has been affected by the Covid-19 virus, which requires people to save themselves by as much as possible to have a supply of food and drinks, daily needs, and as much as possible other needs such as secondary needs are still met by making online purchases through Shopee. Based on a pre-survey of 79 Shopee consumers during the Covid-19 pandemic, 77.2% said that during the pandemic, lifestyle adjustments were needed. This study was conducted to determine which factors most influence impulse buying during the Covid-19 pandemic in Karawang City. The research method used is descriptive analysis with a quantitative approach where the results of the analysis are in the form of calculating the mean, standard deviation, maximum value, and minimum value. The collection of information obtained using the g-form. The results of this study state that the factors of shopping lifestyle, fashion involvement, pre-decision stage, and post-decision stage as a whole affect the impulse buying of Shopee consumers in Karawang City. The dimension that has the highest value is the pre-decision stage dimension, while the dimension with the lowest value is the dimension of fashion involvement. Keywords: Impulse buying, Shopee, Covid-19.

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