DOI of the published preprint https://doi.org/10.62421/jibema.v4i2.798
The Influence of Hedonic Shopping Motivation, Fashion Involvement, and Sales Promotion on Impulsive Buying among Shopee Users in Sidoarjo Regency
Pengaruh Hedonic Shopping Motivation, Fashion Involvement dan Sales Promotion terhadap Impulsive Buying pada Pengguna Shopee di Kabupaten Sidoarjo
DOI:
https://doi.org/10.21070/sd0g1527Keywords:
Hedonic Shopping Motivation, Fashion Involvement, Sales Promotion, Impulsive BuyingAbstract
This study aims to determine the effect of hedonic shopping motivation, fashion involvement, and sales promotion on impulsive buying among Shopee users in Sidoarjo Regency. This research method uses a quantitative approach. The population in this study is all people in Sidoarjo Regency aged at least 17 years who are users of the Shopee e-commerce platform with a history of using the application at least once. The sampling technique uses a non-probability sampling method with a purposive sampling approach, with a sample size of 100 respondents. The data collection method was carried out by distributing online questionnaires via Google Form, and the responses were measured using a Likert scale. The data analysis technique used SPSS version 22 software. The results of this study showed that Hedonic Shopping Motivation, Fashion Involvement, and Sales Promotion have an effect on Impulsive Buying.
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