@thesis{thesis,
		author={Margaretha  Marchella},
		title ={PENGARUH HEDONIC SHOPPING MOTIVATION, DISCOUNT DAN CASHBACK TERHADAP IMPULSE BUYING PRODUK FASHION DI E-COMMERCE PADA GENERASI Z},
		year={2024},
		url={http://eprints.ukmc.ac.id/11647/},
		abstract={This study aims to prove the effect of hedonic shopping motivation, discounts, and cashback on impulse buying in e-commerce in generation z. The population studied in this study is consumers who have shopped in e-commerce. The sample used was 135 respondents. The sampling technique uses non-probability sampling techniques with a purposive sampling approach. The data analysis techniques used in this study are validity tests, reliability tests, classical assumption tests, multiple regression analysis, and hypothesis tests consisting of t tests and coefficients of determination. The results of this study state that hedonic shopping motivation, discount, and cashback variables affect impulse buying in e-commerce.


Keywords: Hedonic Shopping Motivation, Discount, Cashback, Impulse Buying.}
		}