THE INFLUENCE OF ONLINE HEDONIC SHOPPING MOTIVATION, SHOPPING LIFESTYLE, AND ONLINE ATTRACTIVENESS TOWARD IMPULSE BUYING ON ZALORA IN PONTIANAK
Abstract
Abstract
The purpose of this research is to analyze the influence of Online Hedonic Shopping Motivation, Shopping Lifestyle and Online Attractiveness toward Impulse Buying on Zalora In Pontianak. Online shopping has been a buzz nowadays especially among the youngsters. Many of the studies have been undertaken on the subject. E-commerce as a medium of shopping in the digital era offers various ways to make it people easier to do transcation through e-commerce website, online website and other online social media. In the hedonic shopping, the consumers are not planning the product to be purchased and mostly customers make purchases due to the products that is considered as interesting. As we know, Zalora as the only non-general e-commerce application where Zalora is a fashion-specific e-commerce, is different from other e-commerce (Shopee, Toko Pedia, Lazada, Bukalapak, Blibli, JD ID) that sell various kinds of consumer needs. It"™s make interesting for customer who has attractive at fashion. Sometimes people has different lifestyle, like how they dress up, different taste in dresses or people who always looking for branded one. Sometimes consumers shop outside the shopping list, which results in unplanned buying behavior or impulse buying. Zalora also provides convenience to customers by providing an attractive and easy to use appearance of the Zalora application. In this research, the data analysis method used is Structural Equation Model Partial Least Square (SEMPLS) method. To conduct analysis using PLS method, this research is using smartPLS 3.0 software. The hypothesis of the research are H1: Online Hedonic Shopping Motivation influence Impulse Buying on Zalora in Pontianak, H2: Shopping Lifestyle influence Impulse Buying on Zalora in Pontianak, H3: Online Attractiveness influence Impulse Buying on Zalora in Pontianak.
Keyword: Online Hedonic Shopping Motivation, Shopping Lifestyle, attractiveness, Impulse Buying.
