PENGARUH HEDONIC SHOPPING MOTIVATION, DISCOUNT DAN CASHBACK TERHADAP IMPULSE BUYING PRODUK FASHION DI E-COMMERCE PADA GENERASI Z
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Institusion

Universitas Katolik Musi Charitas

Author

Margaretha, Marchella

Subject

H Social Sciences (General) 

Datestamp

2024-03-06 09:32:57 

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. 

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EM-2024-2022009-cover.pdf
EM-2024-2022009-abstract.pdf
EM-2024-2022009-attachment.pdf
EM-2024-2022009-complete.pdf
EM-2024-2022009-summary_id.pdf
EM-2024-2022009-tableofcontent.pdf
EM-2024-2022009-chapter1.pdf
EM-2024-2022009-chapter2.pdf
EM-2024-2022009-chapter3.pdf
EM-2024-2022009-chapter4.pdf
EM-2024-2022009-chapter5.pdf
EM-2024-2022009-conclusion.pdf
EM-2024-2022009-reference.pdf