JURNAL EDUCATION AND DEVELOPMENT
Vol 12 No 3 (2024): Vol 12 No 3 September 2024

THE INFLUENCE OF SALES PROMOTION AND HEDONIC SHOPPING MOTIVATION ON IMPULSIVE BUYING AT SPECIAL EVENT DAY of ONLINE MARKETPLACE

Almas Naavi (Telkom University)
Mahir Pradana (Telkom University)

Article Info

Publish Date
15 Sep 2024

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.

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Journal Info
JURNAL EDUCATION AND DEVELOPMENT
Website

Abbrev

ED

Publisher

Institut Pendidikan Tapanuli Selatan

Subject

Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Education Languange, Linguistic, Communication & Media

Description

Jurnal Education and Development merupakan publikasi karya ilmiah dari hasil penelitian, pendidikan dan pengembangan ilmu pengetahuan, baik sosial, budaya dan lingkungan. Sebagai upaya untuk mewujudkan visi dan misi di Perguruan Tinggi. Jurnal Education and development mewadahi hasil pemikiran dan ...