PENGARUH HEDONIC SHOPPING MOTIVATION, POSITIVE EMOTION DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PADA KONSUMEN SHOPEE DI PONOROGO

This research aims to know the Influence of Hedonic Shopping Motivation, Positive Emotion, and Shopping Lifestyle on Impulse Buying among Shopee Consumers in Ponorogo. The method used in this research is quantitative. Data were collected through the distribution of questionnaires using Google Forms and analyzed using SPSS 26. The population in this study consists of consumers who have purchased products on Shopee, with a sample size of 100 respondents. The results indicate that Hedonic Shopping Motivation has a positive and significant impact on Impulse Buying, Positive Emotion has a positive and significant impact on Impulse Buying, Shopping Lifestyle has a positive and significant impact on Impulse Buying. Simultaneously, Hedonic Shopping Motivation, Positive Emotion, and Shopping Lifestyle have a significant simultaneous impact on Impulse Buying among Shopee Consumers in Ponorogo.