PENGARUH MOTIVASI BELANJA HEDONIS, SHOPPING LIFESTYLE, DAN PROMOSI PENJUALAN TERHADAP IMPULSIF BUYING PADA KONSUMEN SHOPEE DI KOTA JAMBI

Abstract

Shopee is one of the marketplace applications that is able to show its potential to compete in the world of digital economy (e-commerce) This research aims to analyze the influence of hedonistic shopping motivation, shooping lifestyle, and promotion on the implications of buying for Shopee consumers in Jambi City. This type of research is quantitative descriptive. The respondent population is Shopee application users. The sample consisted of 96 respondents using the technique. probability sampling. The data collection process is a questionnaire through googleform. The data analysis technique uses multiple linear regression analysis, data processing uses the IBM SPSS statistical application version 26. The results showed that: 1) the hedonistic shopping motivation variable had a positive and significant effect on impulsive buying behavior on Shopee with t-count > t-table or 5.704 > 1.662, 2) the shopping lifestyle variable had a positive and significant effect on impulsive buying behavior on Shopee with results of 3.225 > 1.662, 3) the promotional variable had a positive and significant effect on impulsive buying behavior on Shopee with a result of 2.989 > 1.662,  4) Hedonistic Shopping Motivation, Shopping Lifestyle and Sales Promotion have a positive and significant effect on Impulse Buying. With an Rsquare of 0.680 with 68%, it shows that Impulsive Buying is influenced by Hedonic Shopping Motivation, Shopping Lifestyle, and Sales Promotion, while the remaining 32% of Impulsive Buying is influenced by other factors.