The Effect Of Shopee Paylater Promotion And Hedonic Shopping Motivation On Impulse Buying At E-Commerce Shopee (Survey on Shopee PayLater Users in Tasikmalaya)
DOI:
https://doi.org/10.70963/jbisma.v3i1.913Keywords:
Shopee PayLater Promotions, Hedonistic Shopping Motivation, Impulsive PurchasesAbstract
This study aims to determine the effect of Shopee PayLater Promotion and Hedonic Shopping Motivation on Impulse Buying among Shopee PayLater users in Tasikmalaya. The method used is descriptive quantitative with 100 respondents selected through purposive sampling technique and analyzed using multiple linear regression with SPSS version 26. The results show that simultaneously, Shopee PayLater Promotion and Hedonic Shopping Motivation have a significant effect on Impulse Buying. Partially, Shopee PayLater Promotion has a positive and significant effect on Impulse Buying and Hedonic Shopping Motivation has a positive and significant effect on Impulse Buying.
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