THE ROLE OF HEDONIC SHOPPING MOTIVATION, PAY LATER USE, AND PRICE DISCOUNT ON IMPULSIVE BUYING BEHAVIOR (CASE STUDY ON SHOPEE CONSUMERS)

Anisyah Raidin H Thalib, Isnanda Zainur Rohman

Abstract


This study aims to test: (1) the effect of hedonic shopping motivation on impulsive buying behavior (2)
the effect of pay later on impulsive buying behavior (3) the effect of a price discount on impulsive buying
behavior. The data analysis method used multiple linear regression analysis. The approach used in this
study was quantitative with 209 samples of Shopee consumers who used pay later. The results of the
study show that (1) hedonic shopping motivation affects impulsive buying (2) the use of pay later does
not affect impulsive buying (3) price discount affects impulsive buying


Keywords


Hedonic Shopping Motivation; Use of Pay later; Price Discount; Impulsive Buying

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