PENGARUH MOTIVASI BELANJA HEDONIS DAN POTONGAN HARGA TERHADAP IMPULSE BUYING PADA E-COMMERCE

Zainudin, Ditha Monica (2018) PENGARUH MOTIVASI BELANJA HEDONIS DAN POTONGAN HARGA TERHADAP IMPULSE BUYING PADA E-COMMERCE. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to know the influence of hedonic shopping motivation and price discount toward impulse buying on e-commerce. The population in this study are consumers who have been shopping online on e-commerce sites. Samples in this study are 100 respondents who have met the criterias determined using purposive sampling method. The result of t-test showed that hedonic shopping motivation have significant affect to impulse buying on e-commerce and price discount have significant affect to impulse buying on e-commerce. The result of F-test showed that hedonic shopping motivation and price discount has simultaneously affect impulse buying on e-commerce. Keyword: hedonic shopping motivation, price discount, impulse buying, e-commerce.

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