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All Journal JURNAL EDUCATION AND DEVELOPMENT
Almas Naavi
Telkom University
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Education Languange, Linguistic, Communication & Media

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THE INFLUENCE OF SALES PROMOTION AND HEDONIC SHOPPING MOTIVATION ON IMPULSIVE BUYING AT SPECIAL EVENT DAY of ONLINE MARKETPLACE Almas Naavi; Mahir Pradana
JURNAL EDUCATION AND DEVELOPMENT Vol 12 No 3 (2024): Vol 12 No 3 September 2024
Publisher : Institut Pendidikan Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37081/ed.v12i3.6381

Abstract

This research was conducted to determine the effect of sales promotions and hedonic shopping motivation on impulse purchases at Shopee's special event day marketplace (case study in generation Z). The method used in this research is a non-probability sampling method and uses a purposive sampling technique, and the data is processed using the SPSS version 29 application. The results of this research show that Sales promotions on Special Event Days and Hedonic Shopping Motivation influence Impulsive Buying on Shopee Marketplace, Sales Promotion on Special Event Day has no effect on Impulsive Buying on Shopee Marketplace, Hedonic Shopping Motivation has an effect on Impulsive Buying on Shopee Marketplace.
Co-Authors Mahir Pradana