A'yuni, Qurrota (2020) PENGARUH HEDONIC SHOPPING MOTIVATION DAN PROMOSI PENJUALAN TERHADAP IMPULSE BUYING PADA E-COMMERCE SHOPEE DI SURABAYA. Other thesis, UPN "VETERAN" JATIM.
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Abstract
This research refers to impulse buying behavior that occurs in the community, especially on online purchases. This impulse buying was carried out unplanned, think short, look for the all-round instant and look for products that can provide short-term benefits to solve problems at that time. two general aspects were found to trigger impulse buying behavior are internal and external. Internal factors is come from within humans and external factors originating from outside the human self. In this research, internal factors used are hedonic shopping motivation and external factors used are sales promotion. This research aims to determine the effect of hedonic shopping motivation and sales promotion on impulse buying in Shopee e-commerce in Surabaya. This research uses descriptive and quantitative research types. Population in this research A total of 100 respondents were Shopee users in Surabaya. The sampling technique used was purposive sampling technique with consideration of 17 years and over, domiciled in Surabaya and who had made impulsive purchases in e-commerce Shopee. Data were collected using a questionnaire that had collected validity and reliability. The data analysis technique used is multiple linear regression. Based on data analysis, it can be concluded that there is a simultaneous and partial effect between the Hedonic Shopping Motivation and Sales Promotion on Impulse Buying in E-Commerce Shopee in Surabaya. Keywords: Hedonic Shopping Motivation, Sales Promotion , Impulse Buying, Shopee
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 05 Jan 2021 06:09 | ||||||||
| Last Modified: | 05 Jan 2021 06:09 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1097 |
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