PENGARUH FLASH SALE DAN HEDONIC SHOPPING MOTIVATION TERHADAP PERILAKU IMPULSIVE BUYING PADA PENGGUNA MARKETPLACE SHOPEE KOTA KENDARI

Abstrak

This study aims to: (1) Determine the effect of flash sales and hedonic shopping motivation on impulsive buying among Shopee marketplace users in Kendari. (2) Determine the effect of flash sales on impulsive buying among Shopee marketplace users in Kendari. (3) Determine the effect of hedonic shopping motivation on impulsive buying among Shopee marketplace users in Kendari. The population in this study consists of all Shopee users in Kendari City, while the sample size was determined using the Lemeshow formula. The sampling technique used in this study was purposive sampling. This study used multiple linear regression analysis. The results of this study show that: (1) Flash Sales and Hedonic Shopping Motivation simultaneously influence Impulsive Buying. (2) Flash sales have a positive and significant effect on Impulsive Buying. (3) Hedonic Shopping Motivation has a positive and significant effect on Impulsive Buying. Keywords: Flash Sale, Hedonic Shopping Motivation, Impulsive Buying

Kata kunci

• Flash Sale
• Hedonic Shopping Motivation
• Impulsive Buying