Pengaruh Hedonic Shopping Motives, Sales Promotion, Fashion Involvement terhadap Impulse Buying Shopee

https://doi.org/10.35912/rambis.v4i1.2988
Published: Jun 6, 2024

Abstract:

Purpose: Consumer impulse buying has received considerable attention in consumer research. This phenomenon is interesting because it is not only driven by various internal psychological factors but also influenced by external stimuli related to the market. This study aims to determine whether there is an influence between Hedonic Shopping Motives, Sales Promotion, and Fashion Involvement on Impulse Buying of a Pradita University student class of 2020 – 2023 Business Management Study Program, Retail Management, and Accounting, who use Shopee e-commerce.

Method: A quantitative survey method was used. The sampling technique used the nonprobability sampling method and purposive sampling, with a total sample of 140 people. Data collection techniques using online questionnaires. Primary and secondary data were used in this study. The analytical tool used in this study was multiple regression using SPSS 26.

Results: The results of this research show that Sales Promotion and Fashion Involvement have no effect on impulse buying on the Shopee application, while Hedonic Shopping Motives have a significant positive effect on Impulse Buying among the Pradita University student class 2020 – 2023 Business Management, Retail Management, and Accounting Study Programs that use Shopee e-commerce.

Limitation: The limited scope of research focuses only on Pradita University students from 2020 to 2023.

Contribution: Fashion involvement has no influence on impulse buying among Pradita University students’ class 2020 – 2023 Business Management, Retail Management, and Accounting Study Programs that use the Shopee application.

Keywords:
1. Impulse Buying
2. Hedonic Shopping Motives
3. Sales Promotion
4. Fashion Involvement
Authors:
1 . Sabrina Ngadiman
2 . Bayu Laksma Pradana
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How to Cite
Ngadiman, S., & Pradana, B. L. . (2024). Pengaruh Hedonic Shopping Motives, Sales Promotion, Fashion Involvement terhadap Impulse Buying Shopee . Reviu Akuntansi, Manajemen, Dan Bisnis, 4(1), 13–31. https://doi.org/10.35912/rambis.v4i1.2988
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Issue & Section
Vol. 4 No. 1 (2024): Juni
Articles
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References

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    TIA, V. J. (2023). Pengaruh Promosi Flash Sale Dan Website Quality Terhadap Impulse Buying Pada Marketplace Shopee (Studi Pada Mahasiswa Pengguna Shopee di Bandar Lampung).

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    Ummah, N., & Rahayu, S. A. (2020). Fashion Involvement, Shopping Lifestyle dan Pembelian Impulsif Produk Fashion. Jurnal Penelitian Psikologi, 11(1), 33-40.

    Widyastuti, W., & Sulistyowati, R. (2021). Pengaruh E-Service Quality Dan Sales Promotion Terhadap Keputusan Menggunakan Fitur Go-Food (Studi Pada Pengguna Gojek Di Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 9(2), 1272-1278.

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  1. Alimudin, W., & Rachma, N. (2020). Pengaruh Fashion Involvement dan Shopping Lifestyle Terhadap Impulse Buying Produk Fashion Shopee (studi kasus Mahasiswa Fakultas Keguruan dan Ilmu Pendidikan Universitas Islam Malang Anggalatan 2016-2028. E-JRM: Elektronik Jurnal Riset Manajemen, 9(10).
  2. Dave Chaffey, F. (2016). Digital Marketing (Strategy, Implementation and Practice): United Kingdom Pearson Education Limited.
  3. Ghozali, I. (2016). Aplikasi analisis multivariete dengan program IBM SPSS 23.
  4. Hernita, N., Istiono, D., & Nur, L. Z. (2022). Budaya Hedonic Shopping Motivation dan Sales Promotion terhadap Impulse Buying Pengguna E-Commerce Shopee. Titian: Jurnal Ilmu Humaniora, 6(2), 194-210.
  5. Sari, M. D. K., & Yasa, N. N. K. (2021). The role of hedonic consumption tendency mediate the effect of fashion involvement on impulsive buying. International Research Journal of Management, IT and Social Sciences, 8(1), 70-82.
  6. Sari, R. (2021). Pengaruh Penggunaan Paylater TERHADAP perilaku impulse buying pengguna e-commerce di Indonesia. Jurnal Riset Bisnis Dan Investasi, 7(1), 44-57.
  7. Sugiyono, S. (2016). Metode penelitian kuantitatif, kualitatif, R&D.
  8. Sumampow, K. Z., Soepeno, D., & Raintung, M. C. (2022). Pengaruh Fashion Involvement, Sales Promotion Dan Positive Emotion Terhadap Impulse Buying Pada Matahari Departement Store Megamall Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(2), 809-819.
  9. TIA, V. J. (2023). Pengaruh Promosi Flash Sale Dan Website Quality Terhadap Impulse Buying Pada Marketplace Shopee (Studi Pada Mahasiswa Pengguna Shopee di Bandar Lampung).
  10. Tuzzahra, M. N., & Tirtayasa, S. (2020). Pengaruh Hedonic Shopping Motivation, Shopping Lifestyle dan Fashion Involvement Terhadap Impulse Buying Pada Pelanggan Zalora di Kota Medan. Jurnal SALMAN (Sosial Dan Manajemen), 1(2), 31-42.
  11. Ummah, N., & Rahayu, S. A. (2020). Fashion Involvement, Shopping Lifestyle dan Pembelian Impulsif Produk Fashion. Jurnal Penelitian Psikologi, 11(1), 33-40.
  12. Widyastuti, W., & Sulistyowati, R. (2021). Pengaruh E-Service Quality Dan Sales Promotion Terhadap Keputusan Menggunakan Fitur Go-Food (Studi Pada Pengguna Gojek Di Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 9(2), 1272-1278.
  13. Wijoyo, F., & Santoso, T. (2022). Pengaruh Website Quality, Electronic Word Of Mouth, dan Hedonic Shopping Motivation Terhadap Impulse Buying Pada E-Commerce Tokopedia. Agora, 10(1).