PENGARUH HEDONIC SHOPPING MOTIVATION, SHOPPING LIFESTYLE DAN FASHION INVOLVEMENT TERHADAP IMPULSE BUYING PADA KONSUMEN E-COMMERCE

Putri, Ferryn Veria (2021) PENGARUH HEDONIC SHOPPING MOTIVATION, SHOPPING LIFESTYLE DAN FASHION INVOLVEMENT TERHADAP IMPULSE BUYING PADA KONSUMEN E-COMMERCE. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the effect of hedonic shopping motivation, shopping lifestyle and fashion involvement on impulse buying inconsumers e-commerce. The population in this study areconsumers e-commerce who like to shop forproducts fashion. The sample used is 100 respondents using thetechnique Snowball sampling. This study uses primary data taken from questionnaires distributed online. The data analysis technique used is multiple linear regression analysis. The results of this study indicate that thevariable Hedonic shopping motivation has a negative and insignificant effect on Impulse buying onconsumers e-commerce, while thevariable is Shopping lifestyle found to have a positive and insignificant effect on Impulse buying onconsumers e-commerce and thevariable is Fashion involvement found to have an effect. positive and significant towards Impulse buying onconsumers e-commerce. Keywords: Hedonic Shopping Motivation, Shopping Lifestyle, Fashion Involvement, Impulse Buying, E-commerce.

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