Styowati, Camelia Yully (2023) Pengaruh Hedonic Shopping Motivation, Shopping Lifestyle dan Promosi Penjualan Terhadap Impulse Buying pada Pengguna Sociolla di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Sociolla is one of Indonesia’s beauty e-commerce. This research is contucted because it wants to know the effect of hedonic shopping motivation, shopping lifestyle, and sales promotion on impulse buying of Sociolla users in Surabaya. This type of reseacrh is quantitative. This study’s population consists of all consumers that have shopped at Sociolla e-commerce that domiciled in Surabaya. This research takes 100 respondents as a sample using Cochran’s calculation. Sample withdrawal is carried out using nonprobability sampling technique, namely purposive sampling. The characteristics of respondents are Sociolla consumer who domiciled in Surabaya, has purchased at least twice on Sociolla e-commerce, and is at least 17 years old. Multiple linear regression analysis is used to analyze the data which is tested by SPSS version 26. This research state that hedonic shopping motivation, shopping lifestyle and sales promotion simultaneously have a significant effect on impulse buying. This research also concluded that hedonic shopping motivation, shopping lifestyle and sales promotion partially have a significant effect on impulse buying.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Camelia Yully Styowati | ||||||||
| Date Deposited: | 09 Mar 2023 06:40 | ||||||||
| Last Modified: | 09 Mar 2023 06:40 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/12288 |
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