Hedonic shopping motivation on impulse buying: Evidence on Indonesian e-commerce users during Covid-19

Putu Agus Perinanta Putra; Ni Kadek Melly  Ardani; Putu Ratna Juwita  Sari

doi:10.38043/revenue.v5i2.5996

Authors

Putu Agus Perinanta Putra Edith Cowan University
Ni Kadek Melly Ardani Universitas Pendidikan Nasional
Putu Ratna Juwita Sari Universitas Pendidikan Nasional

DOI:

https://doi.org/10.38043/revenue.v5i2.5996

Keywords:

Idea shopping, value shopping, gratification shopping, impulse buying

Abstract

Consumers who like shopping, have a greater tendency to seek information about certain products. If the information obtained is about a product that can attract the heart, it will bring up the desire to have the item immediately, so that impulse buying occurs. This study also aims to find the existence of the influence of idea shopping, value shopping, and gratification shopping on impulse buying among buyers in Zalora. The sample was taken by using purposive sampling method with 100 respondents. Data collection technique was carried out using a questionnaire distributed online via Google Form. The results show partially and simultaneously Idea Shopping, Value Shopping, and Gratification Shopping has been proven to have a positive and effect on impulse buying.

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