| dc.description.abstract | This research is entitled "The Effect of Hedonic Consumption on Impulsive Buying in
Shopee Consumers of FISIP USU Students". The research method used by researchers in
this study is a correlational method. The purpose of this study was to determine the effect
of hedonic consumption on impulsive buying in Shopee consumers of FISIP USU
Students. The theories used in this research are S-O-R theory, marketing communication,
integrated marketing communication and consumer behavior. The population in this
study were USU's FISIP students from 2019 to 2022, which totaled 487 students. A
sample of 83 students was determined using the Slovin formula with a precision of 10%
and a confidence level of 90%. The sampling technique used purposive sampling and
quota sampling. The data collection techniques, researchers used the questionnaire
method (Field Research) and library methods (Library Research). The researcher
conducted instrument testwith validity tests and reability test. The data analysis technique
used was single table analysis, cross table analysis and Spearman level coefficient
hypothesis testing. The results of the study show that hedonic consumption has a
significant effect on impulsive buying. Hypothesis testing shows that is rejected or
is accepted with a correlation coefficient value of 0.563 which indicates that there is a
significant relationship between the two variables, there are hedonic consumption and
impulsive buying. Through the correlation determination test it was found that hedonic
consumption had an effect of 32% on impulsive buying. | en_US |
