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All Journal Formosa Journal of Multidisciplinary Research (FJMR)
Andrena, Kanaya Meidy
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Social Sciences

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Journal : Formosa Journal of Multidisciplinary Research (FJMR)

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The Influence of Hedonic Motives, Browsing, and E-Payment on Impulsive Buying of Fashion Products in E-Commerce Hellyani, Catharina Aprilia; Adriana, Erica; Andrena, Kanaya Meidy
Formosa Journal of Multidisciplinary Research Vol. 3 No. 7 (2024): July 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v3i7.10361

Abstract

This study aims to analyze the effect of hedonic motives, browsing activities, and the use of e-payment on impulsive buying behavior of fashion products in e-commerce. Internet access and e-payment methods facilitate online shopping and encourage impulse buying, especially among Generation Z and Millennial who are often tempted by attractive promotions and satisfying browsing experiences. The research process was conducted through a survey involving respondents who use e-commerce platforms in Indonesia. The implementation method used was regression analysis to identify the relationship between the variables under study.  The results show that hedonic motives and browsing activity have a significant influence on impulsive buying, while e-payment also contributes positively, accelerating the buying process. The implication of these findings is the importance of marketing strategies that pay attention to emotional factors and ease of transactions to increase sales of fashion products online.
Co-Authors Adriana, Erica Catharina Aprilia Hellyani