ANALISIS PENGARUH NOVELTY, PRAISE FROM OTHERS, FUN, ESCAPISM DAN SOCIAL INTERACTION TERHADAP IMPULSE BUYING INTENTION MELALUI HEDONIC SHOPPING MOTIVATION PADA KONSUMEN SHOPEE DI SURABAYA
Abstract
The rapid development of technology becomes an opportunity for
companies to grow their business. One of the most useful technological
innovations is the internet. With the internet, companies can sell their products or
services online called e-commerce services. Shopee is one of the companies
engaged in the field. Shopee presence makes it easy for consumers to transact to
make buying and selling online.
The purpose of this study was to determine the effect of Novelty, Praise
From Others, Fun, Escapism, Social Interaction influence of Hedonic Shopping
Motivation and Hedonic Shopping Motivation the influence of Impulse Buying
Intention. The expected benefits of this research is to increase the repertoire of
knowledge in the field of management, especially how large the influence of
Hedonic Shopping Motivation so as to increase Impulse Buying Intention that will
eventually form the success of the company in the long run.
This study is causal. The method used is quantitative methods of processing
the data using AMOS. Data was collected by distributing questionnaires to 115
respondents with the characteristics of male and female respondents aged 18-60
years, know about Shopee and buy from Shopee at least 3 months and live in
Surabaya.
The results showed that Hedonic Shopping Motivation variables had a
significant effect on Impulse Buying Intention with a regression coefficient of
0.809 and C.R. amounting to 3,975; Novelty variables have a significant effect on
Hedonic Shopping Motivation with a regression coefficient of 0.232 and C.R.
amounting to 2,912; the Praise From Others variable has no significant effect on
Hedonic Shopping Motivation with a regression coefficient of 0.024 and C.R.
amounting to 0.521; Fun variable has no significant effect on Hedonic Shopping
Motivation with a regression coefficient of 0.015 and C.R. in the amount of 0.779;
the Escapism variable has no significant effect on Hedonic Shopping Motivation
with a regression coefficient of 0.01 and C.R. amounting to 0.348; Social
Interaction variable has a significant effect on Hedonic Shopping Motivation with
a regression coefficient of 0.744 and C.R. amounting to 3,918