Pengaruh Hedonic Shopping Motivation terhadap Impulse Buying Produk Sepatu Crocs secara Online

Hillary, Allicya Willma (2024) Pengaruh Hedonic Shopping Motivation terhadap Impulse Buying Produk Sepatu Crocs secara Online. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to prove the effect of adventure shopping, value shopping, idea shopping, social shopping, gratification shopping, and role shopping on impulse buying Crocs shoe products online. The population in this study are consumers who have purchased Crocs shoe products online. The sample used was 96 respondents using purposive sampling method. The results of this study indicate that partially adventure shopping, value shopping, idea shopping, social shopping, and role shopping have a positive but insignificant effect on impulse buying Crocs products online, while gratification shopping has a positive and significant effect on impulse buying Crocs products online. Then, simultaneously adventure shopping, value shopping, idea shopping, social shopping, gratification shopping, and role shopping have a joint effect on impulse buying Crocs shoe products online.

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