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All Journal Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan
Lia Octaria Pasaribu
Program Studi Administrasi Bisnis, Fakultas Komunikasi dan Bisnis, Universitas Telkom
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science

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PENGARUH HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING PADA TOKO ONLINE: STUDI PADA TOKO ONLINE ZALORA Lia Octaria Pasaribu; Citra Kusuma Dewi
Bina Ekonomi Vol. 19 No. 2 (2015)
Publisher : Center for Economic Studies Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (628.582 KB) | DOI: 10.26593/be.v19i2.1486.159-170

Abstract

Online shopping, including shopping for fashion goods, has become a trend in Indonesia. One of buyer’s motivations to do online-fashion-shopping is hedonic shopping motivation. This research aims to examine the influence of hedonic shopping motivation on impulse buying process. Using 100 buyers of Zalora (an online shop) as the respondents, this study confirms that hedonic shopping motivation has a significant influence on the impulse buying process. Keywords: Hedonic shopping motivation, impulse buying process, Zalora. 
Co-Authors Citra Kusuma Dewi