Pengaruh Hedonic Shopping, Shopping Lifestyle dan Sales Promotion terhadap Impulse Buying pada E-Commerce Shopee di Kecamatan Medan Selayang

Abstract

Penelitian ini bertujuan ntuk mengetahui pengaruh Hedonic Shopping Motivation, Shopping Lifestyle, dan Sales Promotion Terhadap Impulse Buying pada E-Commerce Shopee di Kecamatan Medan Selayang. Penelitian ini dilakukan di E-Commerce Shopee di Kecamatan Medan Selayang, Kota Medan. Berdasarkan hasil analisis dan pengujian ditemukan kesimpulan bahwa nilai signifikansi (Sig.) variabel Hedonic Shopping motivation (X1) sebesar 0,002; lebih kecil dari 0.05, maka dapat disimpulkan bahwa H1 atau hipotesis pertama, dapat diterima. Secara parsial variabel Shopping Lifestyle (X2) sebesar 0,021, maka dapat disimpulkan bahwa H2 atau hipotesis kedua, dapat diterima. Secara parsial variabel Sales Promotion (X3) sebesar 0,000, maka dapat disimpulkan bahwa hipotesis ketiga, dapat diterima. Secara simultan Shopping motivation (X1), Shopping Lifestyle (X2) dan Sales Promotion (X3) berpengaruh positif dan signfikan terhadap Impulse Buying (Y). This research aims to determine the influence of Hedonic Shopping Motivation, Shopping Lifestyle, and Sales Promotion on Impulse Buying on Shopee E-Commerce in Medan Selayang District. This research was conducted at Shopee E-Commerce in Medan Selayang District, Medan City. Based on the results of analysis and testing, it was found that the significance value (Sig.) of the Hedonic Shopping motivation variable (X1) was 0.002; smaller than 0.05, it can be concluded that H1 or the first hypothesis is acceptable. Partially the Shopping Lifestyle variable (X2) is 0.021, so it can be concluded that H2 or the second hypothesis is acceptable. Partially the Sales Promotion variable (X3) is 0.000, so it can be concluded that the third hypothesis is acceptable. Simultaneously Shopping motivation (X1), Shopping Lifestyle (X2) and Sales Promotion (X3) have a positive and significant effect on Impulse Buying (Y).