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All Journal Review of Management, Accounting, and Business Studies
Ardani, Ni Kadek Melly
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Economics, Econometrics & Finance

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Hedonic shopping motivation on impulse buying: Evidence on Indonesian e-commerce users during Covid-19 Putra, Putu Agus Perinanta; Ardani, Ni Kadek Melly; Sari, Putu Ratna Juwita
Review of Management, Accounting, and Business Studies Vol. 5 No. 2 (2024)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/revenue.v5i2.5996

Abstract

Consumers who like shopping, have a greater tendency to seek information about certain products. If the information obtained is about a product that can attract the heart, it will bring up the desire to have the item immediately, so that impulse buying occurs. This study also aims to find the existence of the influence of idea shopping, value shopping, and gratification shopping on impulse buying among buyers in Zalora. The sample was taken by using purposive sampling method with 100 respondents. Data collection technique was carried out using a questionnaire distributed online via Google Form. The results show partially and simultaneously Idea Shopping, Value Shopping, and Gratification Shopping has been proven to have a positive and effect on impulse buying.
Co-Authors Putra, Putu Agus Perinanta Sari, Putu Ratna Juwita