The Effect Of Hedonic Consumption On Impulsive Buying On Shopee Consumers Among USU FISIP Students
The Effect of Hedonic Consumption on Impulsive Buying on Shopee Consumers among USU FISIP Students
In today's digital age, the world of e-commerce has become increasingly accessible, and platforms like Shopee have made it easier for consumers to indulge in impulsive buying. The phenomenon of impulsive shopping is particularly prevalent among students, who are often caught up in the thrill of buying without considering the consequences. This study aims to investigate the effect of hedonic consumption on impulsive buying behavior among FISIP students of the University of North Sumatra (USU).
Understanding Hedonic Consumption
Hedonic consumption refers to the buying behavior driven by the search for pleasure and emotional satisfaction, rather than functional needs. In the context of students, many factors encourage this behavior, including social environment, trends, and advertising. For instance, the social media platforms and online shopping platforms like Shopee often create a sense of FOMO (fear of missing out) among students, encouraging them to buy certain items without considering the need.
The Role of Shopee in Encouraging Impulsive Buying
Shopee, as an e-commerce platform, offers a variety of interesting features such as flash sale and exclusive offers designed to attract attention and trigger impulsive purchasing decisions. The platform's use of social media and online advertising also plays a significant role in encouraging students to buy impulsively. The study found that students who are exposed to advertising and attractive promotions often feel encouraged to buy even though there is no urgent need.
Methodology and Data Analysis
The study used a correlational method to investigate the effect of hedonic consumption on impulsive buying behavior among FISIP students of USU. The population studied was USU FISIP students from class of 2019 to 2022, totaling 487 students. Of these, 83 students were taken as samples using the Slovin formula with a 10% accuracy and 90% confidence level. The data was collected through questionnaire techniques and library research, and the researcher also conducted an instrument test through the validity and reliability test.
Results and Conclusion
The results of the study showed that hedonic consumption had a significant effect on impulsive purchases. The hypothesis test shows that the hypothesis is accepted with a correlation coefficient value of 0.563, which indicates a significant relationship between the two variables, namely hedonic consumption and impulsive purchases. Through the correlation determination test, it was found that hedonist consumption had an effect of 32% on impulsive purchases.
The study highlights the importance of understanding consumption behavior among students, especially in the context of impulsive purchases. The relationship between hedonic consumption and impulsive buying provides valuable insights for marketers to design more effective marketing strategies, which not only meet functional needs but also consumer emotions. In addition, this result can also be a reference for students to be more aware of their shopping behavior and its impact on personal financial conditions.
Implications for Marketers and Students
The study's findings have significant implications for marketers and students alike. For marketers, the study highlights the importance of designing marketing strategies that not only meet functional needs but also consumer emotions. By understanding the role of hedonic consumption in impulsive buying, marketers can design more effective marketing strategies that appeal to consumers' emotions and desires.
For students, the study's findings serve as a reminder of the importance of being aware of their shopping behavior and its impact on personal financial conditions. By understanding the factors that drive impulsive buying, students can make more informed decisions about their spending habits and avoid falling prey to the temptation of impulsive purchases.
Limitations and Future Research Directions
While the study provides valuable insights into the effect of hedonic consumption on impulsive buying behavior among FISIP students of USU, it is not without limitations. Future research directions could include investigating the effect of hedonic consumption on impulsive buying behavior among students from different universities and demographics. Additionally, future studies could explore the role of social media and online advertising in encouraging impulsive buying behavior among students.
References
- S-O-R (stimulus-organism-response) theory
- Marketing communication
- Integrated marketing communication
- Consumer behavior
Appendix
- Questionnaire used in the study
- Library research used in the study
- Instrument test results
Table of Contents
- Introduction
- Understanding Hedonic Consumption
- The Role of Shopee in Encouraging Impulsive Buying
- Methodology and Data Analysis
- Results and Conclusion
- Implications for Marketers and Students
- Limitations and Future Research Directions
- References
- Appendix
Q&A: The Effect of Hedonic Consumption on Impulsive Buying on Shopee Consumers among USU FISIP Students
In our previous article, we explored the effect of hedonic consumption on impulsive buying behavior among FISIP students of the University of North Sumatra (USU). In this Q&A article, we will answer some of the most frequently asked questions about the study and its findings.
Q: What is hedonic consumption, and how does it relate to impulsive buying?
A: Hedonic consumption refers to the buying behavior driven by the search for pleasure and emotional satisfaction, rather than functional needs. In the context of impulsive buying, hedonic consumption refers to the tendency to buy something because it provides a sense of pleasure or satisfaction, rather than because it is necessary.
Q: What is the role of Shopee in encouraging impulsive buying among students?
A: Shopee, as an e-commerce platform, offers a variety of interesting features such as flash sale and exclusive offers designed to attract attention and trigger impulsive purchasing decisions. The platform's use of social media and online advertising also plays a significant role in encouraging students to buy impulsively.
Q: How did you collect data for the study?
A: We collected data through questionnaire techniques and library research. We also conducted an instrument test through the validity and reliability test to ensure the accuracy of our results.
Q: What was the sample size of the study?
A: The population studied was USU FISIP students from class of 2019 to 2022, totaling 487 students. Of these, 83 students were taken as samples using the Slovin formula with a 10% accuracy and 90% confidence level.
Q: What were the results of the study?
A: The results of the study showed that hedonic consumption had a significant effect on impulsive purchases. The hypothesis test shows that the hypothesis is accepted with a correlation coefficient value of 0.563, which indicates a significant relationship between the two variables, namely hedonic consumption and impulsive purchases. Through the correlation determination test, it was found that hedonist consumption had an effect of 32% on impulsive purchases.
Q: What are the implications of the study for marketers and students?
A: The study's findings have significant implications for marketers and students alike. For marketers, the study highlights the importance of designing marketing strategies that not only meet functional needs but also consumer emotions. By understanding the role of hedonic consumption in impulsive buying, marketers can design more effective marketing strategies that appeal to consumers' emotions and desires. For students, the study's findings serve as a reminder of the importance of being aware of their shopping behavior and its impact on personal financial conditions.
Q: What are the limitations of the study?
A: While the study provides valuable insights into the effect of hedonic consumption on impulsive buying behavior among FISIP students of USU, it is not without limitations. Future research directions could include investigating the effect of hedonic consumption on impulsive buying behavior among students from different universities and demographics. Additionally, future studies could explore the role of social media and online advertising in encouraging impulsive buying behavior among students.
Q: What are the future research directions for this study?
A: Future research directions could include investigating the effect of hedonic consumption on impulsive buying behavior among students from different universities and demographics. Additionally, future studies could explore the role of social media and online advertising in encouraging impulsive buying behavior among students.
Q: What are the practical implications of the study for students?
A: The study's findings serve as a reminder of the importance of being aware of their shopping behavior and its impact on personal financial conditions. By understanding the factors that drive impulsive buying, students can make more informed decisions about their spending habits and avoid falling prey to the temptation of impulsive purchases.
Q: What are the practical implications of the study for marketers?
A: The study's findings highlight the importance of designing marketing strategies that not only meet functional needs but also consumer emotions. By understanding the role of hedonic consumption in impulsive buying, marketers can design more effective marketing strategies that appeal to consumers' emotions and desires.
Q: What are the limitations of the study in terms of generalizability?
A: While the study provides valuable insights into the effect of hedonic consumption on impulsive buying behavior among FISIP students of USU, it is not without limitations in terms of generalizability. Future research directions could include investigating the effect of hedonic consumption on impulsive buying behavior among students from different universities and demographics.
Q: What are the future research directions for this study in terms of methodology?
A: Future research directions could include using more advanced statistical methods to analyze the data, such as structural equation modeling or machine learning algorithms. Additionally, future studies could explore the use of more objective measures of hedonic consumption, such as physiological responses or brain activity.
Q: What are the practical implications of the study for parents and educators?
A: The study's findings serve as a reminder of the importance of educating students about the dangers of impulsive buying and the importance of making informed decisions about their spending habits. By understanding the factors that drive impulsive buying, parents and educators can help students develop healthier spending habits and avoid falling prey to the temptation of impulsive purchases.