Jurnal Bisnis, Manajemen, dan Akuntansi
Vol. 3 No. 1 (2026): September

The Effect Of Shopee Paylater Promotion And Hedonic Shopping Motivation On Impulse Buying At E-Commerce Shopee (Survey on Shopee PayLater Users in Tasikmalaya)

Diva Nadia Ikhwan (Universitas Perjuangan Tasikmalaya)
Depy Muhamad Pauzy (Universitas Perjuangan Tasikmalaya)
Dudu Risana (Universitas Perjuangan Tasikmalaya)

Article Info

Publish Date
04 Sep 2026

Abstract

This study aims to determine the effect of Shopee PayLater Promotion and Hedonic Shopping Motivation on Impulse Buying among Shopee PayLater users in Tasikmalaya. The method used is descriptive quantitative with 100 respondents selected through purposive sampling technique and analyzed using multiple linear regression with SPSS version 26. The results show that simultaneously, Shopee PayLater Promotion and Hedonic Shopping Motivation have a significant effect on Impulse Buying. Partially, Shopee PayLater Promotion has a positive and significant effect on Impulse Buying and Hedonic Shopping Motivation has a positive and significant effect on Impulse Buying.

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Journal Info
Jurnal Bisnis, Manajemen, dan Akuntansi
Website

Abbrev

JBISMA

Publisher

Utami Publisher

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Business Strategy: Strategic management, business models, competitive advantage, and corporate governance. Management: Organizational behavior, human resource management, leadership, operations management, and innovation management. Marketing: Consumer behavior, branding, digital marketing, and ...