PENGARUH PRICE DISCOUNT, BRAND AWARENESS, DIGITAL MARKETING, SHOPPING LIFESTYLE DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING DI TOKO ONLINE TIKTOK

Putri Nurul Fitria, Apriyanti Apriyanti

Abstract


The purpose of this study was to analyze the effect of price discount, brand awareness, digital marketing, shopping lifestyle, and hedonic shopping motivation on impulse buying at Tiktok shop in Madiun City. This research was conducted because of the development of digital technology and online shopping trends that influence consumer behavior in shopping at online stores. This study uses a type of quantitative research with data collection methods using a questionnaire and processed with the Statistical Package for the Social Sciences (SPSS) version 25.0. The sample in this study amounted to 384 consumer respondents who had bought products at the Tiktok shop. The data analysis tool used in this study is classical assumption testing which consists of normality test, multicollinearity test, heteroscedasticity test and autocorrelation test. Furthermore, the hypothesis was tested using multiple linear regression analysis methods, analysis of the coefficient of determination (R2) and t-test. The results of this study indicate that price discount, brand awareness, and shopping lifestyle have no positive and insignificant effect on impulse buying at Tiktok shop. Meanwhile, digital marketing and hedonic shopping motivation have a positive and significant effect on impulse buying at Tiktok shop.

Keyword : Price discount, Brand awareness, Digital marketing, Shopping lifestyle, Hedonic shopping motivation, Impulse buying

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References


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