PENGARUH LOSS AVERSION DAN ANCHORING PADA PROMO SHOPEE FLASH SALE TERHADAP PERILAKU IMPULSE BUYING PASCA PANDEMI COVID-19

Dinda Puspita Khairunnisa, . (2024) PENGARUH LOSS AVERSION DAN ANCHORING PADA PROMO SHOPEE FLASH SALE TERHADAP PERILAKU IMPULSE BUYING PASCA PANDEMI COVID-19. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research aims to evaluate the influence of marketing psychology, specifically loss aversion and anchoring, on consumer impulse buying behavior post the COVID-19 pandemic, with a focus on Shopee flash sale promotions at Universitas Pembangunan Nasional "Veteran" Jakarta. Involving 100 respondents, students of UPNVJ were selected through purposive sampling, and data collection was conducted using the Likert scale in Google Form. Data analysis was performed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the Smart PLS 4 application. The research findings indicate that the loss aversion construct meets validity and reliability criteria, with a significant impact on impulse buying at 0.552. The loss aversion variable also has a positive and significant influence. Meanwhile, the anchoring construct also fulfills validity and reliability criteria, with a positive and significant impact on impulse buying at 0.353. The combined contribution of loss aversion and anchoring, or the R-square value, is 73.80%, while the remaining 26.20% is influenced by other factors outside the scope of this research model, such as scarcity, pleasure arousal dominance, and normative evaluation.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111095] [Pembimbing: Diana Triwardhani] [Penguji 1: Prasetyo Hadi] [Penguji 2: Heni Nastiti]
Uncontrolled Keywords: Loss Aversion; Anchoring; Impulse Buying; Marketing Psychology; Consumer Behavior.
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Dinda Puspita Khairunnisa
Date Deposited: 21 Mar 2024 05:07
Last Modified: 21 Mar 2024 05:07
URI: http://repository.upnvj.ac.id/id/eprint/28249

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