The Influence Of Sales Promotion, Hedonic Shopping Motive, Shopping Lifestyle On Impulse Buying At Harbolnas Event In E-Commerce Shopee

Abstrak

Abstract
This study analyzes the effect of Sales Promotion, Hedonic Shopping Motive, and Shopping Lifestyle on Impulsive Buying at the Harbolnas event in E-commerce Indonesia (Shopee study case), using Google Form as a survey conducted on 100 respondents who have used the Shopee application during Harbolnas events. This study uses a quantitative method with descriptive analysis research, the sampling technique used is a non-probability sampling technique with a purposive sampling technique with a sample of 100 respondents. Based on the results of descriptive analysis, overall Sales Promotion is included in the very good category, Hedonic Shopping Motive is included in the good category, Shopping Lifestyle as a whole is included in the good category. Based on the research, it shows that the Sales Promotion variable has no significant effect on Impulsive Buying, Hedonic Shopping Motive has a significant effect on Impulsive Buying, Shopping Lifestyle has a significant effect on Impulsive Buying.
Keywords- sales promotion, hedonic shopping motive, shopping lifestyle, impulsive buying, harbolnas, shopee