Pengaruh Faktor-Faktor Dalam Motivasi Belanja Hedonis Terhadap Pembelian Tidak Terencana Pada Konsumen Shopee di Kota Palembang

Effendy, Styven (2022) Pengaruh Faktor-Faktor Dalam Motivasi Belanja Hedonis Terhadap Pembelian Tidak Terencana Pada Konsumen Shopee di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

ABSTRACT This study aims to analyze the effect of each hedonic shopping motivation on impulse buying on Shopee online store consumers. The population in this study are Shopee online shop consumers. The sample used was 100 respondents using purposive sampling technique. The data analysis technique used is multiple linear regression analysis, this technique is used to predict the effect of each hedonic shopping motivation on impulse buying on Shopee online store consumers. In this study, the data collection technique used was a questionnaire instrument. The results obtained in this study indicate that the Adventure Shopping, Value Shopping, and Social Shopping variables have no significant effect on impulse buying for Shopee online shop consumers. While the Idea Shopping and Relaxation Shopping variables have a significant effect on impulse buying on Shopee online store consumers. Keywords: Hedonic Shopping Motivation, Impulse Buying, Shopee

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