Analisis Pengaruh Hedonic Shopping Value, Visual Appeal, Arousal Dan Pleasure Terhadap Impulsive Buying Pada Pengguna Aplikasi Shopee
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Institusion

Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya

Author

Laelah, Siti Nur

Subject

658.8 - MANAGEMENT OF MARKETING 

Datestamp

2023-06-19 04:28:20 

Abstract :
This study aims to examine the effect of Hedonic Shopping Value, Visual Appeal, Arousal, and Pleasure on Impulsive Buying. In this study, data was collected using the primary data quantitative method by distributing questionnaires to the respondents. The population used is based on consumers who use the Shopee application in Surabaya, with predetermined criteria, so that a total of 147 samples are obtained. The data analysis technique used was through validity and reliability tests, using partial and simultaneous analysis on IBM SPSS 25 software. The results showed that Hedonic Shopping Value, Visual Appeal, and Arousal had no significant positive effect on Impulsive Buying. Conversely, Pleasure has a significant positive effect on Impulsive Buying. Keywords: Impulsive Buying, Hedonic Shopping Value, Visual Appeal, Arousal, Pleasure, Marketing Management 

File :
ARTIKEL ILMIAH.pdf
COVER.pdf
BAB I.pdf
BAB II.pdf
BAB III.pdf
BAB IV.pdf
BAB V.pdf
LAMPIRAN.pdf