PENGARUH EMOSI POSITIF DAN CUSTOMER EXPERIENCE TERHADAP PEMBELIAN IMPULSIF PADA KONSUMEN SHOPEE (STUDI PADA MAHASISWA PENDIDIKAN EKONOMI IKIP PGRI BOJONEGORO)

KRISTIYANA, IKA (2024) PENGARUH EMOSI POSITIF DAN CUSTOMER EXPERIENCE TERHADAP PEMBELIAN IMPULSIF PADA KONSUMEN SHOPEE (STUDI PADA MAHASISWA PENDIDIKAN EKONOMI IKIP PGRI BOJONEGORO). Diploma thesis, IKIP PGRI BOJONEGORO.

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Abstract

Kristiyana, Ika, 2024. The Effect of Positive Emotions and Customer Experience on Impulse Purchases in Shopee Consumers (Study on IKIP PGRI Bojonegoro Economics Education Students). Thesis, Economics Education Study Program, Faculty of Social Sciences, IKIP PGRI Bojonegoro, Supervisor (I) Ali Mujahidin, S.Pd., M.M (II) Rika Pristian F. A. M.Pd. Keywords: Positive Emotions, Customer Experience, Impulse Buying Technology brings developments to people's lives, such as changing lifestyles and buying and selling processes. As a result of this technological advancement, the buying and selling system can be done online, which can make someone shop more often. This can cause feelings or emotions and shopping experiences so that it can lead to impulse buying behavior. This study aims to determine the effect of positive emotions and customer experience on impulsive purchases on shopee consumers (study on economic education students of IKIP PGRI Bojonegoro). This study uses a questionnaire with a measurement scale, the scale used is a Likert scale. This research method uses quantitative methods. The results of this study indicate that the hypothesis is accepted. It can be concluded that there is an influence of positive emotions and customer experience on impulse purchases on shopee consumers. Positive emotions and customer experience have a simultaneous effect of 12% on impulse purchases, as evidenced by a significance value of 0.001 < 0.05. Positive emotions have a significant effect on impulse purchases, as evidenced by a significant value of 0.047 < 0.05.

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