The Influence of Hedonic Shopping Motivation, Fashion Involvement, and Sales Promotion on Impulse Buying in E-commerce Shopee

Abstract

The marked phenomenon of the fashion industry causes a person to experience behavior by unconsciously buying something without thinking Long or often called impulse buying driven by positive emotions and motivations. In addition to this e-commerce shopee popular today often attempt to make consumer impuls buy behavior based on hedonic shopping motivation, fashion involvement, and sales promotion The objectives of this research are analyze the influence of hedonic Shopping motivation, influence fashion involving, and sales promotion on impuls buying on shopee e- commerce. This research employs a quantitative approach to examine the population of postgraduate and bachelor’s students at FEB University of Muhammadiyah Surakarta. Utilizing a purposive sampling technique, this study engaged 100 respondents meeting specific predetermined criteria. The primary data for this research were gathered through questionnaire-based data collection techniques. Smart PLS was utilized as the primary data analysis tool. The results of the analysis of research data show that: hedonic shopping motivation has a positive and significant influence on impulsive buying; fashion involvement has a positive and significant influence on impulsive buying; And sales promotion has a positive and significant impact on impulsive buying.