Pengaruh Hedonic Shopping Motives Terhadap Shopping Lifestyle Dan Impulse Buying Pada Pelanggan Toko Online Shopee Di Kota Malang

Adibatul Khumaira’Mirza Lutfallah, Nur Hidayati, Andi Normala

Abstract


Abstract

 

The purpose of this research is to find out and analyze how: (1) the effect of Hedonic Shopping Motives on Shopping Lifestyle on shopee online shop customers in Malang city (2) the effect of Hedonic Shopping on Impulse Buying on shopee online shop customers in Malang City. The population in this study are shopee application users. This research uses explanatory research with a quantitative approach. The sample used is 65 respondents. The results of this study indicate that: (1) Hedonic Shopping Motives variables have a significant effect on Shopping Lifestyle partially, (2) Hedonic Shopping Motives variables have a significant effect on Impulse Buying partially.

 

Keywords: Hedonic Shopping Motives, Shopping Lifestyle, Impulse Buying


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