PENGARUH MOTIVASI BELANJA HEDONIS TERHADAP PEMBELIAN IMPULSIF PADA SHOPEE.CO.ID
This research aimed to examine the effect of hedonist shopping motivation which consist of adventure shopping, idea shopping, value shopping, social shopping, and relaxation shopping on the impulsive buying of Shopee.co.id. The research was quantitative research. Moreover, the population was students of STIESIA Surabaya who had ever had impulsive buying at Shopee.co.id. Furthermore, the data collection technique used a purposive sampling technique. In line with, there were 98 respondents as the sample. Besides, the independent variable of this research used hedonist shopping motivation while the impulsive buying was the dependent variable. Additionally, the data were primary with questionnaires as the instrument in data collection technique. In addition, the data analysis technique used multiple linear regression analysis with SPSS (Statistical Product and Service Solutions) 23 version. The research result concluded that adventure shopping, idea shopping, value shopping, and relaxation shopping had a positive and significant effect on the impulsive buying at Shopee.co.id. On the other hand, social shopping had a negative and insignificant effect on the impulsive buying at Shopee.co.id.
Keywords: hedonist shopping motivation, impulsive buying, shopee.