Prasiwy, Deatamy Puspa (2023) PENGARUH PRICE DISCOUNT DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSIVE BUYING PADA KONSUMEN TOKOPEDIA DI KOTA SEMARANG. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Changes movingso fast with developments continuously occurring in various fields, especially in technology such as the use of the internet. This was increasingly embedded in everyday life, creating the lifestyle of fulfilling needs by shopping online. Business strategies focus on creating impulsive buying on consumers to meet a consumer lifestyle.This study was conducted to determine the effect of price discounts and hedonic shopping motivation on impulsive buying using quantitative research. The sample was taken using a non-probability sampling technique with a purposive sampling method. Sample acquisition was carried out by distributing questionnaires to 100 respondents who were Tokopedia consumers in Semarang.Research that has been conducted found that price discount partially has a significant effect on impulsive buying, hedonic shopping motivation partially has a significant effect on impulsive buying, and simultaneously hedonic shopping motivation and price discount have a significant effect on impulsive buying.The results of the research show that there is still a lack of choice of products that are given a price discount, so consumers are still limited in choosing products. The research also shows consumers think Tokopedia is still lacking in updating its products so that they are considered not following trends.
Keywords: Price Discount, Hedonic Shopping Motivation, Impulsive buying

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