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This study aims to analyze the effect of Price Discount, E-WOM,  Hedonic Shopping Motivation on Impulse Buying at Marketplace Shopee (Study case of Dian Nuswantoro University). The population of this research is Dian Nuswantoro University who have purchased at marketplace Shopee. Sampling technique used is questionnaire method and amounted to 100 respondents. The data analysis technique in this study used multiple linear regression analysis. The results of this study indicate that the variables of Price Discount doesn’t have a significant influence on Impulse Buying, while E-WOM and Hedonic Shopping Motivation have a significant influence on Impulse Buying partialy. Variables of Price Discount, E-WOM and Hedonic Shopping Motivation have a significant influence on Impulse Buying simultaneously.

This study aims to examine the influence of lifestyle and hedonic shopping motivation on the buying interest of Shopee application users in Banjarmasin City.The research method used is quantitative method. The number of samples used by 106 respondents was taken by purposive sampling. Data collection using online questionnaires. Data analysis methods use descriptive statistics, instrumental testing, multiple linear analysis and hypothesis testing. This test uses the help of SPSS 26 statistical software.The results of this study show that lifestyle variables (X1) have a significant positive influence on buying interest variables. The hedonic shopping motivation variable (X2) has a positive influence on the buying interest variable. Based on simultaneous testing, lifestyle variables (X1) and hedonic shopping motivation variables (X2) on the buying interest of shopee application users together have a significant influence.    

Penelitian ini bertujuan untuk mengetahui pengaruh hedonic shopping motivation, quality of website, discount terhadap perilaku e-impulse buying pengguna Shopee dengan pisitive emotion sebagai variabel mediasi. Penelitian ini menggunakan Structural Equation Modelling (SEM) dengan sampel menggunakan kuisioner yang disebar sebanyak 200 namun hanya 191 data responden yang valid, menggunakan teknik random sampling, dan dengan aplikasi AMOS 24. Hasil dari penelitian menunjukkan bahwa variabel hedonic shopping motivation berpengaruh secara signifikan terhadap positive emotion dan e-impulse buying, quality of website berpengaruh signifikan terhadap positive emotion, discount tidak berpengaruh secara signifikan terhadap positive emotion namun berpengaruh langsung dengan e-impulse buying serta positive emotion tidak berpengaruh secara signifikan terhadap perilaku e-Impulse buying.