PENGARUH HEDONIC SHOPPING MOTIVATION, DISCOUNT DAN CASHBACK TERHADAP IMPULSE BUYING PRODUK FASHION DI E-COMMERCE PADA GENERASI Z

Margaretha, Marchella (2024) PENGARUH HEDONIC SHOPPING MOTIVATION, DISCOUNT DAN CASHBACK TERHADAP IMPULSE BUYING PRODUK FASHION DI E-COMMERCE PADA GENERASI Z. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to prove the effect of hedonic shopping motivation, discounts, and cashback on impulse buying in e-commerce in generation z. The population studied in this study is consumers who have shopped in e-commerce. The sample used was 135 respondents. The sampling technique uses non-probability sampling techniques with a purposive sampling approach. The data analysis techniques used in this study are validity tests, reliability tests, classical assumption tests, multiple regression analysis, and hypothesis tests consisting of t tests and coefficients of determination. The results of this study state that hedonic shopping motivation, discount, and cashback variables affect impulse buying in e-commerce. Keywords: Hedonic Shopping Motivation, Discount, Cashback, Impulse Buying.

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