PENGARUH HEDONIC SHOPPING MOTIVATION, FOMO, dan SHOPPING LIFESTYLE Terhadap E-IMPULSE BUYING PADA SHOPEE (STUDI PADA MAHASISWA SIDOARJO)

Penelitian ini bertujuan untuk menguji pengaruh hedonic shopping motivation, fear of missing out dan shopping lifestyle terhadap e-impulse buying pada Shopee oleh
Mahasiswa. Jenis penelitian ini kuantitatif dengan desain eksplanatori untuk menguji hubungan sebab akibat antar variabel yang diteliti bertujuan untuk mengindekasikan keterkaitan antar variabel yang ada dalam penelitian. Populasi penelitian adalah Mahasiswa Sidoarjo sebanyak 140 respondense. Teknik pengumpulan data melalui penyebaran kuisioner. Teknik analisis yang digunakan adalah analisis regresi linier berganda dan sebelumnya dilakukan uji asumsi klasik. Hasil penelitian menunjukkan hedonic shopping motivation, berpengaruh positif dan signifikan terhadap e-impulse buying sedangkan fear of missing out dan shopping lifestyle berpengaruh negatif terhadap e-impulse buying pada Mahasiswa pengguna Shopee
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This study aims to test the influence of hedonic shopping motivation, fear of missing out and shopping lifestyle on e-impulse buying on Shopee by students. This type of research is quantitative with an explanatory design to test the causal relationship between the variables studied aims to indicate the relationship between the variables in the study. The population of the study was 140 Sidoarjo students.The data collection technique was through questionnaire distribution. The analysis technique used was multiple linear regression analysis and previously a classical assumption test was carried out. The results of the study showed that hedonic shopping motivation had a positive and significant effect on e-impulse buying while
fear of missing out and shopping lifestyle had a negative effect on e-impulse buying in students who use Shopee