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PENGARUH KEMUDAHAN PENGGUNAAN DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING PENGGUNA SHOPEE PAYLATER SURAKARTA

ABSTRACT This study aims to determine the effect of ease of use and hedonic shopping motivation on impulse buying by Shopee PayLater Surakarta users. The research method used in this study is a quantitative method by distributing questionnaires in data collection. The sampling technique used was a non-probability sampling technique of purposive sampling with 105 respondents from Surakarta. The variables in this study consist of the dependent variable (impulse buying) and the independent variables (ease of use and hedonic shopping motivation). The data that has been collected is then analyzed with the help of IBM SPSS Software Version 22. The results of this study indicate that (1) ease of use has a positive and significant effect on impulse buying by Shopee PayLater users and (2) hedonic shopping motivation has a positive and significant effect on impulse buying by Shopee users. PayLater. The findings of this study provide a conceptual framework regarding the factors that influence impulse buying. Impulse buying online shopping can continue to increase with the ease of use and hedonic shopping motivation. With these positive results, impulse buying will occur. This is shown by the majority of consumers who agree that they make unplanned purchases or impulse buys online due to the ease of use factor and hedonic shopping motivation without regard to their financial capabilities, therefore consumers use the Shopee PayLater payment method. Keywords: ease of use, hedonic shopping motivation, impulse buying

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 HAR p 23
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 106 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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