PENGARUH SALES PROMOTION TERHADAP IMPULSIVE BUYING DENGAN HEDONIC SHOPPING MOTIVATION SEBAGAI VARIABEL INTERVENING PADA PRODUK FASHION DI TIKTOK SHOP

Michael Wahyudi(1*),


(1) 
(*) Corresponding Author

Abstract


Impulsive buying adalah salah satu faktor penting bagi sebuah perusahaan agar membuat keputusan pembelian konsumen menjadi tidak rasional. Penelitian ini bertujuan untuk mengetahui lebih dalam pengaruh dari sales promotion terhadap impulsive buying dengan hedonic shopping motivation sebagai variabel intervening. Data pada penelitian ini dikumpulkan melalui online survey dengan menyebarkan kuesioner kepada 124 responden, dan berhasil mendapatkan 121 responden yang memenuhi kriteria penelitian. Responden penelitian ini merupakan konsumen yang berdomisil Surabaya, menggunakan Tiktok Shop selama 9 bulan terakhir dan pernah melakukan transaksi di dalamnya. Penelitian disini menggunakan pendekatan kuantitatif dengan menggunakan software smartPLS v4. Hasil penelitian membuktikan bahwa adanya peran mediasi sempurna dari hedonic shopping motivation antara pengaruh sales promotion berpengaruh terhadap impulsive buying.

Keywords


sales promotion, hedonic shopping motivation, impulsive buying

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