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