THE EFFECT OF HEDONIC SHOPPING MOTIVATION AND SHOPPING LIFESTYLE TOWARDS IMPULSE BUYING ON TOKOPEDIA (Study on Tokopedia Consumer in the Faculty of Economics and Business, Universitas Hasanuddin)

ABSTRACT

The Effect of Hedonic Shopping Motivation and Shopping Lifestyle towards Impulse Buying on Tokopedia (Study on Tokopedia Consumer in the Faculty of Economics and Business, Universitas Hasanuddin)

Andi Nabilah Aliyah Said
Mahlia Muis
Haeriah Hakim

This research aims to determine The Effect of Hedonic Shopping Motivation and Shopping Lifestyle towards Impulse Buying on Tokopedia. Moreover, the research is conducted to perceive the experience of student’s motivation whether they are being consumptive or hedonistic to fulfill their desire in shopping lifestyle influenced by impulsive buying at electronic commerce mononymously known as Tokopedia. The respondents are students within the entrance year of 2016-2018 from the Faculty of Economics and Business, Universitas Hasanuddin This study analyzed said by respondents who have already get shopping experience with the transaction at Tokopedia. The source of data used in this study obtained from questionnaire (primary) research, which conducted a sampling method using purposive sampling. The number of samples used is 92 students from the Faculty of Economics and Business, Universitas Hasanuddin. Moreover, the analytic method used is descriptive statistics and analysis of multiple linear regression which is processed with the support of SPSS 23 for Windows. The findings of this research show that both variables namely Hedonic Shopping Motivation and Shopping Lifestyle partially have a positive and significant effect on Impulse Buying either directly or indirectly.