Putri, Zumrotul Liana (2024) Pengaruh Hedonic Shopping Motivation Dan Sales Promotion Terhadap Impulse Buying Pada E-commerce Tokopedia di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Technological advances contribute to various aspects of life including the field of trade, the rise of online sites and the convenience provided make consumers often do impulse buying, interesting experiences give rise to hedonic urges, as well as sales promotions that encourage impulse buying behavior. This study aims to determine and analyze the effect of hedonic shopping motivation and sales promotion on impulse buying on Tokopedia e-commerce in the city of Surabaya. The study used primary data from distributing questionnaires and secondary data. The population is the people of Surabaya who have the Tokopedia application, the sampling technique uses non-probability samples, namely purposive sampling with 105 respondents. Data analysis uses Partial Least Square (PLS) with validity tests, reliability tests, structural models and hypothesis tests. From the results of the PLS analysis test, it can be concluded that hedonic shopping motivation has a positive effect on impulse buying. While sales promotion has no effect on impulse buying.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics H Social Sciences > HF Commerce |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Zumrotul Liana Putri | ||||||||
| Date Deposited: | 13 Nov 2024 02:26 | ||||||||
| Last Modified: | 13 Nov 2024 02:26 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32009 |
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