PENGARUH E-MARKETING MIX TERHADAP IMPULSE BUYING MELALUI HEDONIC SHOPPING SEBAGAI VARIABEL INTERVENING (Pendekatan Analisis Jalur/Path Analysis padaPlatform TikTok Sho)

Abstract

The purpose of this study is to determine the effect of e-marketing mix on impulse buying through hedonic
shopping as an intervening variable (study on the Tiktok platform). The method used in this research is
quantitative research. The population in this study are Tiktok users. The sampling technique used the
Accidental Sampling technique and obtained a sample of 96 respondents. Data collection using the data
method in the form of a questionnaire and data processing using the SPSS version 25. The analysis tool
used was path analysis, using the T test and F test and the coefficient of determination. The results of the
analysis show that the product variable (X1) has no significant effect on impulse buying (Y) with a beta
value of 0.091, promotion (X2) has no significant effect on impulse buying (Y) with a beta value of 0.028,
place (X3) has no negative effect significant effect on impulse buying (Y) with a beta value of -0.053, price
(X4) has no significant negative effect on impulse buying (Y) with a beta value of -0.097, personalization
(X5) has no significant effect on impulse buying (Y) with beta value of 0.152, privacy (X6) has no significant
effect on impulse buying (Y) with a beta value of 0.264, Customer Service (X7) has a significant effect on
impulse buying (Y) with a beta value of 0.501, Community (X8) has an effect no significant negative effect
on impulse buying (Y) with a beta value of -0.208, Site (X9) has no significant negative effect on impulse
buying (Y) with a beta value of -0.049, Security (X10) has no significant negative effect on impulse buying
buying (Y) with a beta value of -0.053, Sales Promotion (X11) has no significant effect on impulse buying
(Y) with a beta value of 0.067