SKRIPSI: Pengaruh Gaya Hidup, Motivasi Belanja Hedonis dan Diskon terhadap Online Impulse Buying pada Marketplace Tokopedia di Yogyakarta

Esti, Puspitasari (2022) SKRIPSI: Pengaruh Gaya Hidup, Motivasi Belanja Hedonis dan Diskon terhadap Online Impulse Buying pada Marketplace Tokopedia di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study was conduction with aim of analysis the effect of lifestyle, hedonic shopping motivation and discount on online impulse buying for marketplace Tokopedia in Yogyakarta. This research is a quantitative, The sample in this study are consumers who live in Yogyakarta and make purchases at Tokopedia with respondents who have been aged 18 years and over. With the purposive sampling technique, the sample in this study amounted to 98 respondents. The analytical method used in this study is multiple linear regression. The result of this study indicate that (1) Lifestyle has a positive and significant effect on online impulse buying (2) Hedonic shopping motivation has a positive and significant effect on online impulse buying (3) Discount has a positive and significant effect on online impulse buying.

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