THE INFLUENCE OF SALES PROMOTION AND HEDONIC SHOPPING VALUE ON IMPULSE BUYING BEHAVIOR WITH CASH ON DELIVERY MODERATION VARIABLES ON SHOPEE USERS

Abstract

This research aims to test and analyze the influence of sales promotion and hedonic shopping value on impulse buying behavior with the moderating variable cash on delivery for Shopee users. This research is associative research with a quantitative approach. The data collection technique in this research was carried out through distributing questionnaires via the Google Form application. The population in this research is all users of the Shopee platform. The characteristics of respondents in this study are respondents who live in Pontianak City and are at least 17 years old, familiar with the Shopee platform, have shopped on the Shopee platform in the last year, and respondents have purchased fashion products on Shopee without planning using the cash on delivery payment method. The number of samples used in this research was 100 respondents using a sampling technique, namely non-probability sampling with a purposive sampling method. The data analysis method used in this research is Partial Least Square (PLS) with the help of the SMART PLS application version 4.1.0.5. The research results show that sales promotion has a significant effect on impulse buying behavior. Hedonic shopping value has a significant effect on impulse buying behavior. Furthermore, cash on delivery cannot be a variable that moderates the relationship between sales promotion and impulse buying behavior. However, cash on delivery can be a variable that moderates the relationship between hedonic shopping value and impulse buying behavior.