📅 01 December 2024
DOI: 10.51903/e-bisnis.v17i2.1988
MENGUNGKAPKAN PEMBELIAN IMPULSIF PENGGUNA MARKETPLACE SHOPEE: PERAN POTONGAN HARGA E-WOM DAN MOTIVASI BELANJA HEDONIS
EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS
Universitas Sains dan Teknologi Komputer
📄 Abstract
This study aims to analyze the effect of Price Discount, E-WOM, Hedonic Shopping Motivation on Impulse Buying at Marketplace Shopee (Study case of Dian Nuswantoro University). The population of this research is Dian Nuswantoro University who have purchased at marketplace Shopee. Sampling technique used is questionnaire method and amounted to 100 respondents. The data analysis technique in this study used multiple linear regression analysis. The results of this study indicate that the variables of Price Discount doesn’t have a significant influence on Impulse Buying, while E-WOM and Hedonic Shopping Motivation have a significant influence on Impulse Buying partialy. Variables of Price Discount, E-WOM and Hedonic Shopping Motivation have a significant influence on Impulse Buying simultaneously.
🔖 Keywords
#Price Discount; E-WOM; Hedonic Shopping Motivation; Impulsive Buying; Potongan Harga; E-WOM; Motivasi Belanja Hedonis; Pembelian Impulsif
ℹ️ Informasi Publikasi
Tanggal Publikasi
01 December 2024
Volume / Nomor / Tahun
Volume 17, Nomor 2, Tahun 2024
📝 HOW TO CITE
Viviani, Olinda; Olinda Viviani; Aries Setiawan; Mahmud Mahmud; Herry Subagyo, "MENGUNGKAPKAN PEMBELIAN IMPULSIF PENGGUNA MARKETPLACE SHOPEE: PERAN POTONGAN HARGA E-WOM DAN MOTIVASI BELANJA HEDONIS," EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS, vol. 17, no. 2, Dec. 2024.
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