PENGARUH HEDONIC SHOPPING MOTIVATION SHOPPING LIFESTYLE, KEMUDAHAN TRANSAKSI DAN DISKON TERHADAP IMPULSE BUYING PADA PENGGUNA E-COMMERCE SHOPEE DI KOTA MADIUN

Firza Gumilang Firdaus

Abstract


This study aims to analyze the influence of Hedonic Shopping Motivation, Shopping Lifestyle, Ease of Transaction, and Discounts on Impulse Buying of Shopee users in Madiun City. With a quantitative method, this study used 385 respondents using a purposive sampling technique. Data was collected through a questionnaire and also analyzed using multiple linear regression using the SPSS 26 application program. The results of this study show that Hedonic Shopping Motivation, Shopping Lifestyle, Ease of Transaction, and Discounts have a significant effect on Impulse Buying of Shopee users in Madiun City.

Keywords: Hedonic Shopping Motivation, Shopping Lifestyle, Transaction Ease, Discounts, Impulse Buying.


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References


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