Pengaruh Motif Pembelian Emosional terhadap Gaya Hidup Hedonisme Pengguna Tiktok Shop pada Mahasiswa

Abstract

Emotional buying motives can be a factor in the hedonism lifestyle because currently among Generation Z it is often associated with desires that arise and encourage them to buy things that are not necessarily useful. This study was conducted to determine the effect of emotional buying motives on tiktok shop users' hedonism lifestyle on college students. This study used quantitative research methods and data were analyzed using simple linear regression. The sampling method used a purposive sampling technique by distributing research questionnaires via Google form and involving 349 participants. The data collection method uses a Likert scale which consists of an emotional purchasing motive scale and a hedonism lifestyle scale. The results of this study confirm that emotional buying motives have a significant effect on the hedonism lifestyle of tiktok shop users among college students. This study also reveals that emotional buying motives have a positive effect on the hedonistic lifestyle. The implication is that this study can expand information about the influence of emotional buying motives on the hedonism lifestyle of TikTok shop users on college students.