Analisis Pengaruh Motivasi Belanja Hedonis, Ulasan Pelanggan, Nilai Utilitarian, dan Akuntansi Mental terhadap Pembelian Impulsif di E-Commerce Shopee (Studi Empiris Mahasiswa Akuntansi Universitas Sumatera Utara Tahun 2019-2021)

Abstract

This study aims to prove the influence of hedonic shopping motivation, customer review, utilitarian value, and mental accounting on impulsive buying in e-commerce shopee (an empirical study of accounting students at University of Sumatera Utara 2019-2021). The type of this research is causal associative which understand the relationship between two or more variables and their cause and effect connections. The type of data used is primary data through the distribution of questionnaire. The population in this study consists of active accounting students at Universitas Sumatera Utara for 2019 – 2021 with a sample size of 187 respondents. The data analysis technique used in this research is descriptive statistics, data quality test, classical assumption test, multiple linear regression analysis, and hyphotesis test. The result showed that hedonic shopping motivation has a positive and significant effect on impulsive buying, while utilitarian value has a negative and significant effect on impulsive buying, however customer review and mental accounting have not influence on impulsive buying. The coefficient of determination from the Adjusted R Square is 0.186. It means that 18.6% of the impulsive buying can be explained by hedonic shopping motivation, customer review, utilitarian value, and mental accounting. While remind 81.4% is influenced by other variables that is not discussed in this study.