Nicolas Cevin, Abizha Hartono (2022) SKRIPSI: Pengaruh Hedonic Shopping Motivation, Promosi Penjualan, dan Daya Tarik Iklan terhadap Online Impulse Buying pada Masyarakat Berpenghasilan Rendah di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study aims to determine the effect of hedonic shopping motivation, sales promotion, and advertisement appeal on online impulse buying in low-income people in Yogyakarta who buy mobile phone accessories in the Shopee. The data collection method used a questionnaire distributed via google form. The population of this study is a low-income people in Yogyakarta who buys mobile phone accessories in the Shopee application. Sampling was done using Non Probability Sampling with purposive sampling technique. The number of samples is 100 respondents. The data analysis technique used is multiple linear regression analysis. The results of this study indicate that hedonic shopping motivation and sales promotion have a positive and significant effect on online impulse buying for low-income people in Yogyakarta who buy mobile phone accessories in the Shopee. While the advertisement appeal does not have a significant effect on online impulse buying for low-income people in Yogyakarta who buy cellphone accessories products in the Shopee.
| Item Type: | Thesis (Masters) |
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| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 12 Dec 2022 06:30 |
| Last Modified: | 12 Dec 2022 06:30 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/397 |
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