Analisis Motivasi Belanja Hedonis dan Promosi Penjualan pada Pembelian Impulsif Konsumen Shopee di Kota Banjarmasin

Authors

  • Nazwa Astiti Universitas Lambung Mangkurat , Indonesia
  • M. Yudy Rachman Universitas Lambung Mangkurat , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.13634

Keywords:

Motivasi Belanja Hedonis, Promosi Penjualan, Pembelian Impulsif

Abstract

Tujuan dari penelitian ini yaitu menganalisa pengaruh simultan dan parsial dari motivasi belanja hedonis dan promosi penjualan pada pembelian impulsif konsumen Shopee di Banjarmasin. Penelitian ini menggunakan pendekatan kuantitatif dengan tipe penelitian explanatory. Populasi penelitian ini adalah konsumen Shopee di kota Banjarmasin. Sampel penelitian berjumlah 140 responden yang dipilih menggunakan teknik non- probability sampling. Pengumpulan data menggunakan kuesioner dengan analisis data menggunakan analisis regresi linear berganda dengan bantuan SPSS 25. Hasil penelitian menunjukan motivasi belanja hedonis dan promosi penjualan memberikan pengaruh signifikan secara simultan terhadap pembelian impulsif pada konsumen Shopee di Kota Banjarmasin. Motivasi belanja hedonis memberikan pengaruh positif dan signifikan terhadap pembelian impulsif pada konsumen Shopee di Kota Banjarmasin, sedangkan promosi penjualan tidak signifikan terhadap pembelian impulsif pada konsumen Shopee di Kota Banjarmasin.

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Published

13-02-2024

How to Cite

Astiti, N., & Rachman, M. Y. (2024). Analisis Motivasi Belanja Hedonis dan Promosi Penjualan pada Pembelian Impulsif Konsumen Shopee di Kota Banjarmasin . Jurnal Pendidikan Tambusai, 8(1), 8354–8361. https://doi.org/10.31004/jptam.v8i1.13634

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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