PROPOSAL SKRIPSI

PENGARUH GENDER, HEDONIC SHOPPING VALUE, DAN

SHOPING LIFESTYLE TERHADAP IMPULSE BUYING PADA

APLIKASI SHOPEE DIMASA PANDEMI COVID-19

(Survey Pada Mahasiswa Manajemen Pengguna Aplikasi Shopee

di Universitas Muhammadiyah Ponorogo)

Nama : Frinka Afika Sari

NIM : 17414364

Program Studi : Manajemen

FAKULTAS EKONOMI

UNIVERSITAS MUHAMMADIYAH PONOROGO

2021
 PROPOSAL SKRIPSI
PENGARUH GENDER, HEDONIC SHOPPING VALUE, DAN

SHOPING LIFESTYLE TERHADAP IMPULSE BUYING PADA

APLIKASI SHOPEE DIMASA PANDEMI COVID-19

(Survey Pada Mahasiswa Manajemen Pengguna Aplikasi Shopee

di Universitas Muhammadiyah Ponorogo)

Nama : Frinka Afika Sari

NIM : 17414364

Program Studi : Manajemen

FAKULTAS EKONOMI

UNIVERSITAS MUHAMMADIYAH PONOROGO

2021

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 HALAMAN PENGESAHAN

Judul : Pengaruh Gender, Hedonic Shopping Value, dan Shopping

Lifestyle Terhadap Impulse Buying pada Aplikasi
Shopee (survey pada mahasiswa manajemen pengguna
aplikasi shopee di Universitas Muhammadiyah
Ponorogo)
Nama : Frinka Afika Sari
NIM : 17414364
Tempat, Tanggal Lahir : Ponorogo, 19 September 1998
Program Studi : Manajemen

Isi dan format telah disetujui dan dinyatakan memenuhi syarat

untuk menyusun skripsi pada Program Studi Manajemen
Fakultas Ekonomi Universitas Muhammadiyah Ponorogo

Ponorogo, 23Desember 2020

Pembimbing I Pembimbing II

(Dr. Hadi Sumarsono, SE.,M,Si) (Wijianto, SE,MM)

NIDN. 0008057601 NIDN. 0726048505

Mengetahui,
Ketua Program Studi Manajemen

Naning Kristiyana, S.E., M.M

NIK. 19750921 201503 13

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 DAFTAR ISI

Halaman:

Halaman judul.......................................................................................................i

Halaman pengesahan............................................................................................iii

Daftar isi.................................................................................................................iv

1. Judul...................................................................................................................1
2. Latar Belakang Masalah.....................................................................................1
3. Perumusan Masalah............................................................................................6
4. Tujuan Penelitian................................................................................................6
5. Manfaat Penelitian..............................................................................................7
6. Tinjauan Pustaka................................................................................................8
Landasan Teori...................................................................................................8
A. Pemasaran...................................................................................................8
B. Perilaku konsumen......................................................................................11
C. Metode penelitian.......................................................................................34
1. Ruang Lingkup Penelitian....................................................................34
2. Populasi Dan Sampel...........................................................................35
3. Jenis Data.............................................................................................34
4. Teknik Pengumpulan Data...................................................................38
5. Definisi Operasional Variabel..............................................................39
6. Metode Analisi Data.............................................................................42
7. Alat Analisis Data................................................................................44
8. Uji Hipotesis........................................................................................45

iv