Azizah, Syarifah (2023) pengaruh Hedonic Shopping Motivation Dan Shopping Lifestyle Terhadap Impulse Buying Pada Konsumen Tokopedia Di Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine whether there is a significant influence between Hedonic Shopping Motivation and Shopping Lifestyle on Impulse Buying among Tokopedia consumers in Pekanbaru. The sample in this study were Tokopedia consumers, residents of the Marpoyan Damai sub-district, Pekanbaru City who like to shop online, make purchases spontaneously and make purchases at once as many as 130 respondents with the Ferdinand formula (2006). The sampling technique uses purposive sampling, the method for processing data uses a data collection scale technique, multiple linear regression, coefficient of determination, partial T test, and simultaneous F test. From the results of the tests carried out, it can be concluded that Hedonic Shopping Motivation has a positive and significant effect on Impluse Buying, Shopping Lifestyle has a positive and significant effect on Impluse Buying, and Hedonic Shopping Motivation and Shopping Lifestyle on Impluse Buying

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