How Lifestyle and Hedonic Shopping Motivation Drive Impulse Purchases on Tokopedia
DOI:
https://doi.org/10.31150/ajebm.v7i12.3137Keywords:
Lifestyle, Hedonic Shopping Motivation, Impulse PurchaseAbstract
Increasingly sophisticated technological advances have caused changes in society’s activities, one of which is regarding people's purchasing power. Through the marketplace, there is a change in people's behavior from shopping offline in stores to shopping online. This research aims to analyze the influence of hedonic shopping motivation, lifestyle and psychological pricing on impulse purchase behavior on Tokopedia. This research is an exploratory type of causality to measure the relationship between two or more variables. The sample for this research consisted of 68 respondents who used the Tokopedia application. Nonprobability sampling which type of purposive sampling, is the sampling technique in this research, nonprobability sampling is a type of sampling that does not utilise random sampling techniques where the probability of getting any particular sample may be calculated. The sample consisted of respondents consisting of men and women aged 17 years and over and who had made purchases on the Tokopedia application more than once. Researchers used multiple linier regression on SPSS as a data analysis. The results of the analysis obtained in this research are that hedonic shopping motivation has a significant effect on impulsive purchase, lifestyle has a significant effect on impulsive purchase, psychological pricing has a significant effect on impulsive purchase.
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