PERILAKU IMPULSE BUYING DIKALANGAN PEMBELI WANITA DI SHOPEE : EFEK DARI PRICE, HEDONIC SHOPPING MOTIVATION, UTILITARIAN SHOPPING MOTIVATION DAN PROMOSI

Abstract

This study aims to analyze impulse buying behavior among female shoppers in the Shopee application: the effects of price, hedonic shopping motivation, utilitarian shopping motivation, and promotion. This study uses a quantitative approach with the Structural Equation Modeling Partial Least Square (SEM-PLS) method. respondents, as many as 407 people were randomly selected from active female users in the Shopee application throughout Indonesia. The results of this study state that Hedonic Shopping Motivation (HSM) and Promotion have a positive and significant influence on Impulse Buying in female Shopee users, while Price and Utilitarian Shopping Motivation (USM) have a negative and insignificant influence on Impulse Buying (IB) in female Shopee users. This study proves that impulse buying behavior among female shoppers at Shopee can be influenced by hedonic motivation and promotions when shopping at Shopee and is not too concerned with the products purchased as needed and the price offered is appropriate when shopping.