PENGARUH HEDONIC SHOPPING MOTIVATION, SHOPPING LIFESTYLE, KEMUDAHAN TRANSAKSI DAN DISKON TERHADAP IMPULSE BUYING PADA PENGGUNA E-COMMERCE SHOPEE DI KOTA MADIUN

FIRDAUS, FIRZA GUMILANG (2025) PENGARUH HEDONIC SHOPPING MOTIVATION, SHOPPING LIFESTYLE, KEMUDAHAN TRANSAKSI DAN DISKON TERHADAP IMPULSE BUYING PADA PENGGUNA E-COMMERCE SHOPEE DI KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

This research was conducted to determine the effect of Hedonic Shopping Motivation, Shopping Lifestyle, Transaction Convenience, and Discounts on Impulse Buying Among Shopee E-commerce Users in Madiun City. The method used in this research is quantitative. The sample in this study consisted of 385 respondents. The sampling technique used in this research is purposive sampling method. Data collection method used questionnaires through Google Forms. The data analysis processing technique used multiple linear regression. Data processing in this study used SPSS 26. The results of this study show that Hedonic Shopping Motivation has a significant effect on Impulse Buying among Shopee e-commerce users in Madiun City. Shopping Lifestyle has a significant effect on Impulse Buying among Shopee e-commerce users in Madiun City. Transaction convenience has a significant effect on Impulse Buying among Shopee e-commerce users in Madiun City. Discounts have a significant effect on Impulse Buying among Shopee e-commerce users in Madiun City.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Hedonic Shopping Motivation; Shopping Lifestyle; Transaction convenience; Discount; Impulse buying
Subjects: A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: FIRDAUS GUMILANG FIRZA
Date Deposited: 02 May 2025 06:44
Last Modified: 02 May 2025 06:44
URI: http://eprint.unipma.ac.id/id/eprint/3064

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