Pengaruh Hedonic Shopping Motivation, Sales Promotion Dan Shopping Lifestyle Terhadap Impulse Buying Di E-Commerce Shopee Selama Masa Pandemi Covid-19

The purpose of this study is to analyze and empirically prove whether Hedonic Shopping Motivation, Sales Promotion and Shopping Lifestyle have an effect on Impulse Buying at E-Commerce Shopee during the Covid-19 pandemic. This type of research is causal associative research. The population in this study are people who have made spontaneous and unplanned purchases at e-commerce Shopee The sampling technique in this study used a purposive sampling technique involving 100 respondents. The analysis technique in this study uses multiple regression, while the t test and F test are used to test the hypothesis. The results in this study show that Hedonic Shopping Motivation, Sales Promotion and Shopping Lifestyle have a positive and significant effect on Impulse Buying at E-Commerce Shopee during the Covid-19 pandemic.

Keywords: Hedonic Shopping Motivation, Sales Promotion, Shopping Lifestyle, Impulse Buying