The Effect of Price Discount and Promotion on Impulse Buying Through Hedonic Shopping Motivation as An Intervening Variable on Shopee Consumers

Anggarwati ; Desi ; Agus Hermawan ; Wening Patmi Rahayu
LITERACY : International Scientific Journals of So... 📅 2023 Vol 2, No 1 🔗 DOI: 10.56910/literacy.v2i1.411
Abstract
The shopee marketplace is a marketing medium that can be used to start an online business, currently many businesspeople are starting to sell through e-commerce and marketplaces. This study aims to determine the effect of price discounts, and promotions on impulse buying through hedonic shopping motivation. This research is a quantitative study using the SPSS 22 program. The population in this study are consumers who shop at the Shopee Marketplace. While the sample in this study was 217 respondents. In addition, to test the feasibility of the instrument, test validity and reliability, test the classical assumptions, and test the hypothesis-with path analysis techniques. The results showed that (1) price discount and promotion support had a direct positive and significant effect on hedonic shopping motivation, (2) price discount support and promotion had a direct positive and significant effect on impulse buying, and (3) hedonic shopping motivation had a direct positive effect and significant effect on impulse buying, (4) price discount support and promotion have a positive and significant indirect effect on impulse buying through hedonic shopping motivation. Based on the results of the study, it is suggested that the shopee marketplace be more selective in maintaining consumer satisfaction to increase the progress of purchasing e-commerce shopee
Keywords
Price Discount Promotion Impulse Buying and Hedonic shopping Motivation
How to Cite

Anggarwati, et al. (2023). The Effect of Price Discount and Promotion on Impulse Buying Through Hedonic Shopping Motivation as An Intervening Variable on Shopee Consumers. LITERACY : International Scientific Journals of Social, Education, Humanities, 2(1). https://doi.org/10.56910/literacy.v2i1.411

Anggarwati, Desi; Agus Hermawan; Wening Patmi Rahayu, "The Effect of Price Discount and Promotion on Impulse Buying Through Hedonic Shopping Motivation as An Intervening Variable on Shopee Consumers," LITERACY : International Scientific Journals of Social, Education, Humanities, vol. 2, no. 1, 2023.

Anggarwati, Desi; Agus Hermawan; Wening Patmi Rahayu. "The Effect of Price Discount and Promotion on Impulse Buying Through Hedonic Shopping Motivation as An Intervening Variable on Shopee Consumers." LITERACY : International Scientific Journals of Social, Education, Humanities, vol. 2, no. 1, 2023.

Anggarwati, Desi; Agus Hermawan; Wening Patmi Rahayu. "The Effect of Price Discount and Promotion on Impulse Buying Through Hedonic Shopping Motivation as An Intervening Variable on Shopee Consumers." LITERACY : International Scientific Journals of Social, Education, Humanities 2, no. 1 (2023).

Anggarwati, et al. (2023) 'The Effect of Price Discount and Promotion on Impulse Buying Through Hedonic Shopping Motivation as An Intervening Variable on Shopee Consumers', LITERACY : International Scientific Journals of Social, Education, Humanities, 2(1). doi: 10.56910/literacy.v2i1.411.

Anggarwati, Desi; Agus Hermawan; Wening Patmi Rahayu. The Effect of Price Discount and Promotion on Impulse Buying Through Hedonic Shopping Motivation as An Intervening Variable on Shopee Consumers. LITERACY : International Scientific Journals of Social, Education, Humanities. 2023;2(1).

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