Studi Mengenai Pengaruh Dimensi Motivasi Belanja Hedonis Terhadap Pembelian Impulsif Online Pada Situs E-Commerce Shopee

Abstrak

The purpose of this study is to find out the influence of shopping adventure,
shopping value, shopping ideas, shopping hospitality and shopping
relaxation on impulsive purchases on shopee E-Commerce partially or
simultaneously. This research was conducted on online buyer consumers on
the Shopee E-Commerce Site. With samples taken as many as 60
respondents. This study tests the hypothesis that there are effects of shopping
adventure, shopping value, shopping ideas, shopping hospitality, and
shopping relaxation on impulsive purchases in shopee E-Commerce. The
research method used is quantitative research methods with multiple linear
regression analysis techniques. The results of the study showed that the
shopping hospitality variable had an effect on impulsive purchases, while the
shopping adventure variables, shopping value, shopping ideas, and
shopping relaxation had no effect on impulsive purchases with a
determination coefficient of 43.4% impulsive purchases can be explained by
independent variables namely shopping adventure , the value of shopping,
shopping ideas, shopping friendliness and shopping relaxation are 56.6%
impulsive purchases influenced by other variables not examined in this study
such as marketing mix, service quality, promotion and so forth. Research on this topic can be followed up by using different populations, samples, and
periods to see the potential of different research results.