PENGARUH HEDONIC MOTIVATION PROMOTION DAN WORD OF MOUTH TERHADAP IMPULSE BUYING

Abstract

This research is aimed to examine the influence of hedonic motivation, promotion, and word of mouth to the online shop Zalora to the students of School of Economics of Indonesia (STIESIA) Surabaya. The population in this research is all customers who have ever purchases at online store Zalora who are located within the campus environment of STIESIA Surabaya. The sample collection technique has been done by using purposive sampling and the numbers of samples are 100 respondents. The analysis method has been done by using multiple linear regression analysis and the SPSS (Statistical Product and Service Solutions) application tool. The results show that hedonic motivation gives significant and positive influence to the impulse buying with its regression coefficient of 0.253 and significance level of 0.001. Promotion variable gives significant and positive influence on impulse buying with its regression coefficient of 0.233 and significance level of 0.003. Meanwhile, word of mouth give significant and positive influence to the impulse buying with its regression coefficient of 0.755 and significance level of 0.000. Simultaneously, the independent variables give significant influence to the dependent variable with its significance level of 0.000.
Keywords : hedonic motivation, promotion, word of mouth, impulse buying