<![CDATA[The purpose of this study is to see whether there is an effect of price discounts and website quality on hedonic shopping motivation and the effect of price discounts, website quality and hedonic shopping motivation on impulsive buying. This type of research is a quantitative descriptive with the sample in this study is 100 respondents of the Shopee application in Yogyakarta. The files collection technique used a Likert scale questionnaire. The analytical method used is the sobel test to find out whether there is a relationship through the intervening variable which has a significant power in the relationship. The results showed that the price discount variable did not have positive influence and significant effect on hedonic shopping motivation, the website quality variable had a positive influence and significant effect on Hedonic Shopping Motivation, the Hedonic Shopping Motivation variable had a positive influence and significant effect on impulsive buying, the price discount variable did not have positive influence and significant effect on impulse buying, website quality variables had a positive influence and significant effect on impulse buying.AbstrakTujuan dari penelitian ini yaitu untuk melihat apakah terdapat pengaruh potongan harga terhadap motivasi belanja hedonis, pengaruh kualitas website terhadap motivasi belanja hedonis, pengaruh motivasi belanja hedonis terhadap pembelian impulsif pengaruh potongan harga terhadap pembelian impulsif, pengaruh kualitas website terhadap impulse buying. Sampel dalam penelitian ini menggunakan responden 100 orang, penggun/konsumen pada aplikasi shopee di Yogyakarta . Metode pengumpulan data menggunakan metode kuesioner yang dibagikan dengan menggunakan teknik Accidental Purposive Sampling. Dalam penelitian ini digunakan Uji Kualitas Data, Uji Asumsi Klasik, Uji Regresi Berganda dan Uji Sobel. Hasil penelitian (1) Tidak terdapat pengaruh antara price discount terhadap motivasi belanja hedonis pada para konsumen aplikasi shopee di Yogyakarta. (2) Terdapat pengaruh antara kualitas website terhadap Hedonic Shopping Motivation pada pengguna aplikasi shopee di Yogyakarta. (3) Terdapat pengaruh antara motivasi belanja hedonis terhadap pembelian impulsif pada pengguna aplikasi shopee di Yogyakarta. (4) Tidak terdapat pengaruh antara Price Discount terhadap pembelian impulsif pada pengguna aplikasi shopee di Yogyakarta. (5) Terdapat pengaruh antara Kualitas Website terhadap impulse buying konsumen pada aplikasi shopee di Yogyakarta.]]>
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