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All Journal JURNAL RUMPUN MANAJEMEN DAN EKONOMI
Sindi Mei
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Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences

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Hedonic Shopping Value Dan Shopping Lifestyle Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening Pada Marketplace Shopee Sindi Mei; Muhammad Sulton; Didik Puji Wahyono; Muhammad David
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 1 No. 2 (2024): Mei
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v1i2.2208

Abstract

Indonesia has a large amount of internet penetration, one of the positive impacts of the development of technology and information is the development of the world of business and marketing. One of the most striking phenomena in the field of business and marketing in this digital era is the emergence of e-commerce, the number of e-commerce users in Indonesia will reach 178.94 million people in 2022. The aim of this research is to explore the influence of hedonic and lifestyle shopping on impulse buying. This research method uses a quantitative descriptive research type, there are intervening variables whose influence can be tested using the path analysis method. The findings from this research are that hedonic shopping value and shopping lifestyle have a positive and significant influence on impulse buying
Co-Authors Didik Puji Wahyono Muhammad David Muhammad Sulton