THE EFFECT OF HEDONIC MOTIVATION AND SHOPPING LIFESTYLE ON IMPULSE BUYING IN TOKOPEDIA APPLICATION USERS (CASE STUDY OF STUDENTS OF THE FACULTY OF ECONOMICS, JAKARTA STATE UNIVERSITY CLASS OF 2019)

Abstract

This study aims to determine the effect of hedonic motivation and shopping lifestyle on impulse buying among students of the Faculty of Economics, Jakarta State University Class of 2019 who use the Tokopedia application. The research method used is a survey method with a quantitative approach. The population in this study were students of the Faculty of Economics, Jakarta State University Class of 2019 who used the Tokopedia application. The research sample is 100 respondents who are determined by the lemeshow formula because the population size is not known. Data collection techniques using a questionnaire. The data analysis technique used is multiple linear regression analysis. The results showed that there was no partial effect of hedonic motivation on impulse buying, there was a partial effect of shopping lifestyle on impulse buying, and hedonic motivation and shopping lifestyle had a simultaneous effect on impulse buying.