ANALISIS PENGARUH KUALITAS WEBSITE, PROMOSI PENJUALAN, DAN DORONGAN BERBELANJA HEDONIS MELALUI EMOSI POSITIF TERHADAP PEMBELIAN IMPULSIF SHOPEE INDONESIA (Studi terhadap konsumen produk fashion Shopee di Semarang)

Abstract

This research aims to analyze the influence of website quality, sales promotion, hedonic shopping motives towards the purchase impulsive of Shopee through positive emotion as the intervening variable. The sampling method used on this research is probability sampling with purposive sampling technique. Samples were collected from 100 respondents on Semarang who knows the information about Shopee and purchase fashion products at shopee. Analysis method used here is multiple regression analysis which includes validity test, reliability test, classic assumption test, multiple linear regression test, t-test, f-test, determination test, path analysis and sobel test. The result of this study indicates that website quality, sales promotion, hedonic shopping motives have positive and significant influence towards the purchase impulsive. While positive emotion as the intervening variable has positive and significant influence towards the purchase impulsive.