SUSANTI, Nabillah Ajeng (2024) SKRIPSI: Pengaruh Gaya Hidup, Motivasi Belanja Hedonis dan Diskon terhadap Online Impulse Buying pada Marketplace Shopee. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This research aims to analyze the influence of lifestyle, hedonic shopping motivation, and discounts on online impulse buying on the Shopee marketplace. This research is quantitative with a sample of Indonesian people who have made at least one purchase on Shopee. The sampling technique used was purposive sampling, and data was collected through questionnaires distributed using Google Forms. The total sample in this study was 171 respondents. The analysis method used was multiple linear regression analysis using SPSS 25 version 4.0. The results showed that (1) Lifestyle has a positive but insignificant effect on online impulse buying, (2) Hedonic shopping motivation has a positive and significant effect on online impulse buying, and (3) Discounts have a positive and significant effect on online impulse buying.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HF Commerce |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 27 Dec 2024 03:39 |
| Last Modified: | 27 Dec 2024 03:39 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/603 |
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