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Arseta Lesmana
Sekolah Tinggi Ilmu Ekonomi Al-Madani
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Journal of Infinity

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PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING PRODUK FASHION PADA KONSUMEN SHOPEE DI LAMPUNG: PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING PRODUK FASHION PADA KONSUMEN SHOPEE DI LAMPUNG Syifa Nur Fadhillah; Arseta Lesmana; Syara Purnama Sari; Rahmawati Azizah
Jurnal Inovasi, Keuangan, Manajemen dan Akuntansi Vol 1 No 1 (2025): Jurnal Infinity Juli 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi Al-Madani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65894/joinfinity.v1i1.2

Abstract

This research aims to test the effect of electronic word of mouth and hedonic shopping motivation on impulse buying of fashion products by Shopee consumers in Lampung. The type of research used is quantitative research with an associative approach method. The data used are primary data, the source of data obtained comes from the results of the questionnaire. The sample in this study were Lampung people who used the Shopee application and had done impulse buying. Data collection was carried out with a questionnaire distributed to 140 people. The statistical method used Multiple Linear Regression Analysis, with hypothesis testing of the t-statistic test. The results of this study indicate that electronic word of mouth and hedonic shopping motivation have a significant effect on impulse buying.
Co-Authors Rahmawati Azizah Syara Purnama Sari Syifa Nur Fadhillah