PENGARUH HEDONIC DAN UTILITARIAN MOTIVATION TERHADAP IMPULSE BUYING MELALUI SHOPPING LIFESTYLE PADA E-COMMERCE SHOPEE

Abstract

The phenomenon of online shopping has mode impulse buying behavior occur. Some factors that stimulate consumers to have impulse buying are hedonism, utilitarian, shopping lifestyle. And ease of online buying through. Shoppe E-commerce. The research aimed to find out, examine, and analyze the effect of hedonic and utilitarian motivation on impulse buying through the shopping lifestyle of Shopee E-commerce. Moreover, the research method was a survey. The instrument in the data collection technique was a questionnaire. The questionnaries were distributed to respondent. The result, partially, showed that hedonic motivation had a significant effect on impulse buying. Likewise, both utilitarian motivasion and shopping lifestyle had a directly significant effect on impulse buying. Furthermore, the population was the public or consumers of online shopping of shoppe E-commerce. The data collection technique used accidental sampling. In live with that, there were 100 respondent as the sample. Addtionally, the data analysis technique used PLS-SEM with smartPLS 4.0 2024.