ANALISIS PENGARUH MOTIVASI BELANJA HEDONIS, SHOPPING LIFESTYLE,DAN PROMOSI TERHADAP PEMBELIAN IMPULSIF PADA SAAT FLASH SALE SHOPEE (Studi kasus aplikasi Shopee pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Tanjungpura Pontianak)

Abstract

This study aims to determine and analyze the effect of the value of hedonic shopping motivation, shopping lifestyle and promotions on impulsive purchases during flash sales on the Shopee platform. The population in this study were students of the Faculty of Economics and Business, University of Tanjungpura, Pontianak. The sample in this study was 100 respondents and the sampling technique used a quantitative approach. Data collection was carried out by distributing questionnaires. The data analysis model used in this study is a multiple linear regression test. Based on the hypothesis testing, it was concluded that hedonic shopping motivation has a significant effect on impulsive purchases, shopping lifestyle has no significant effect on impulsive purchases, and promotion has a significant effect on impulsive purchases. Keywords: hedonic shopping motivation, shopping lifestyle, promotion, impulse buying