PENGARUH HEDONISME, PROMOSI PENJUALAN, DAN ELECTRONIC WORD OF MOUTH TERHADAP IMPUSIVE BUYING PADA PELANGGAN SHOPEE

Abstract

This research aimed to analyze the effect of hedonism, sales promotion, and electronic word of mouth on impulsive buying for Shopee customers The research was descriptive-quantitative. Moreover, the population was Shopee customers on social media, such as Instagram. In line with that, there were 100 respondents of Shopee customers on social media, such as Instagram; as the sample. Furthermore, the instrument tests used normality, multicollinearity, and heteroscedasticity tests. The proper model tests used an f-test, multiple determination coefficient test, and hypothesis test which used a t-test. Additionally, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution). The result showed that hedonism had a positive and significant effect on impulsive buying for Shopee customers. Likewise, sales promotion had a positive and significant effect on impulsive buying for Shopee customers. Similarly, electronic word of mouth had a positive and significant effect on impulsive buying for Shopee customers.