Pengaruh Hedonic Shopping Motivation dan Flash Sale Terhadap Impulsive Buying pada e-Commerce Shopee
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Abstract
This study aims to analyze the influence of Hedonic Shopping Motivation and Flash Sale on Impulsive Buying on the Shopee e-commerce platform, both partially and simultaneously. Using a quantitative approach, the study employed a non-probability sampling method with purposive sampling, in which the sample size was determined using the Slovin formula. The research population consisted of students from the Management Study Program, class of 2021, at Universitas Bhayangkara Jakarta Raya, with a total sample of 171 respondents. Data processing and hypothesis testing were conducted using SPSS version 25. The findings indicate that Hedonic Shopping Motivation has a positive and significant partial effect on Impulsive Buying, suggesting that the urge to shop for personal enjoyment can trigger spontaneous purchasing behavior. Flash Sale also partially shows a positive and significant effect on Impulsive Buying, demonstrating that limited-time offers can drive unplanned purchase decisions. Furthermore, both variables simultaneously contribute positively and significantly to the emergence of consumers’ impulsive buying behavior, underscoring that the combination of hedonic shopping motivation and time-limited promotional strategies can serve as a strong driver in online shopping behavior.
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