Pengaruh Hedonic Shopping Motives, Impulse Buying Dan Positive Emotion Terhadap Shopping Lifestyle Pada Pelanggan Shopee Flash Sale

Abstract

Abstract

This study aims to identify and analyze the influence between hedonic shopping motives, impulse buying and positive emotion towards shopping lifestyle. This study uses a study on Shopee users in Kuala Samboja Subdistrict, Kutai Kartanegara Regency, East Kalimantan. The data used in this study are primary data by distributing questionnaires to Shopee users in Kuala Samboja, Kutai Kartanegara Regency, East Kalimantan. The analytical methods used in this study are instrument tests, namely validity and reliability tests, normality tests, classic assumption test analysis, namely multicollinearity tests and heteroscedasticity tests, multiple linear regression analysis, hypothesis testing, namely F test, t test and coefficient of determination using SPSS data processing. This study uses 75 respondents. This study states that the results show that hedonic shopping motives have a significant effect on shopping lifestyle, impulse buying has a significant effect on shopping lifestyle and positive emotions have a significant effect on shopping lifestyle.

Keywords: Hedonic Shopping Motives, Impulse Buying, Positive Emotion and Shopping Lifestyle