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All Journal JAM : Jurnal Aplikasi Manajemen JMD: Jurnal Riset Manajemen & Bisnis Dewantara JURNAL MANAJEMEN DAN BISNIS INDONESIA Performance : Jurnal Bisnis dan Akuntansi Jurnal Pengabdian Masyarakat Bumi Raflesia Jurnal Sains Manajemen dan Bisnis Indonesia BUDGETING : Journal of Business, Management and Accounting Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) JIWAKERTA: Jurnal Ilmiah Wawasan Kuliah Kerja Nyata Jurnal Abdi Panca Marga Journal MISSY (Management and Business Strategy) Journal Of Humanities Community Empowerment Jurnal Akuntansi, Manajemen, dan Perencanaan Kebijakan MEDIAKOM : Jurnal Ilmu Komunikasi Jurnal Pengabdian Masyarakat Manage Interelasi Humaniora Jurnal Penelitian IPTEKS JURNAL MANAJEMEN DAN BISNIS INDONESIA Proceeding of International Conference on Social Science and Humanity
Thamrin, Mohammad
Universitas Muhammadiyah Jember
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The Influence of Promotion and Discount with Hedonic Shopping Motivation as Intervening Variable on Impulse Buying on E-Commerce Shopee Ayu, Ira Porbonovitaning; Thamrin, Mohammad; Martini, Ni Nyoman Putu; Qomariah, Nurul
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 7, No 3 (2024): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v7i3.7957

Abstract

Technology plays an important role and dominates almost all business sectors, including in encouraging the emergence of new habits, namely online shopping. One of the platforms used to start an online business is the Shopee marketplace. Currently, many business people are starting to sell through e-commerce. This study aims to analyze the effect of promotions and discounts with hedonic shopping motivation as an intervening variable on impulse buying in Shopee e-commerce (Study on Jember Regency Government Employees Active Shopee Users). This study is quantitative and uses SmartPLS. The study population was female employees within the Jember Regency Government with a sample of 100 respondents. Instrument testing was carried out through validity tests, reliability tests, assumption tests, and hypothesis tests. The results of the study indicate that promotions and discounts carried out by Shopee have an impact on the hedonic shopping motivation of female employees. Promotions carried out by Shopee have a positive and significant effect on impulse buying. Discounts given by Shopee have no impact on impulse buying. The hedonic shopping motivation of these female employees has a positive and significant impact on impulse buying. While promotions and discounts have a positive and significant effect on impulse buying through hedonic shopping motivation.
Co-Authors Abadi Sanosra Adriani, Sri Wahyuni Ahmad Sulaiman Anggraeni, Novi Anggraeni, Reni Septa Aspirandi, Rendy Mirwan Asroful Abidin Asyidiq, Mohammad Madya Ayu, Chotijah Retnoning Ayu, Ira Porbonovitaning Dewi, Herlyana Dewi, Nindi Kumala Dinda Suci Pramesti Eko Budi Satoto Fajar, Evi Triana Nurul Halim, Moh Hanafi Haris Hermawan Herlambang, Toni Ida Ayu Putu Sri Widnyani Karjono, K Lady Vetarisa Maharani Laksono, Teguh Tri Malasari, Diana Ruspita Malik , M. Musthabiq Dzikril Manan Suhadi Martin, Ni Nyoman Putu Martini, Ni Nyoman Putu Moh. Halim Moh. Halim Mukhlis Faruqi Nia Damayanti Nia Damayanti, Nia Noviansyah, Nafa Nadzilla Nuril Indah Dina Lasiyama Nurul Qomariah Nusanto , Baktiawan Putri, Novinda Sabilla Rendy Mirwan Aspirandi Rendy Mirwan Aspirandi Reni Septa Anggraeni Retno Catur Kusuma Dewi Retno Endah Supeni Risa Martha Muliasari Riyanto Setiawan Suharsono Rizal Farnas Taqiuddin Rusgianto Sahida, Ayunda Septia Wulandari Samsuryaningrum, Ira Puspitadewi Sarwito Sarwito Sarwito, Sarwito Suryani, Yulita Erma Toni Herlambang Wulandari, Dwi Agustin Zainudin Hassan