THE INFLUENCE OF HEDONIC SHOPPING MOTIVATION TO THE IMPULSE BUYING OF ONLINE-SHOPPING CONSUMER ON INSTAGRAM

Asnawati · S.Ip Phil Hermin Indah Wahyuni

11 citations0/0 files storedRussian Journal of Agricultural and Socio-Economic Sciences

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

This research aims to know the influence of Adventure Shopping, Relaxation Shopping, Value Shopping, Social Shopping and Idea Shopping variables to the variable of Impulse Buying of Online-Shopping Consumer on Instagram.The type of the research is explanatory research.The result of F-test showed that F count (12.829) > F table (2.669) which meant that research variables had influences to the Impulse Buying.With partial correlation value of 0.548, Idea Shopping variable became the dominant factor influencing Impulse Buying on the online-shopping purchase on Instagram. KEY WORDS Hedonic shopping,

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1996Services Marketing: Integrating Customer Focus Across the Firm 1995Normative Influences on Impulsive Buying Behavior 2009Manajemen pemasaran dan pemasaran jasa 2004Services Marketing: Integrating Customer Focus Across the Firm 1999Business Market Management: : Understanding, Creating, and Delivering Value 2004Psychology and consumer culture: The struggle for a good life in a materialistic world.1996Marketing Planning and Strategy 2016Marketing Planning and Strategy

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