Pengaruh Promosi Penjualan, Electronic Word of Mouth dan Hedonic Shopping Motivation Terhadap Pembelian Impulsif pada Aplikasi Shopee
(Studi Kasus pada Mahasiswa STEI Indonesia)
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh promosi penjualan, electronic word of mouth, hedonic shopping motivation terhadap pembelian impulsif. Populasi dalam penelitian ini menggunakan teknik nonprobability sampling yaitu purposive sampling dengan sampel mahasiswa Stei Indonesia sebanyak 100 konsumen. Hasil menunjukan Promosi penjuala, Electronic word of mouth dan Hedonic shopping motivation secara simultan berpengaruh signifikan terhadap pembelian impulsif. Promosi penjualan dan hedonic shopping motivation secara parsial berpengaruh signifikan terhadap pembelian impulsif. Sementara electronic word of mouth secara parsial tidak berpengaruh signifikan terhadap pembelian impulsive.
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