PENGARUH DIGITAL MARKETING, SYSTEM PAYLATER, DISKON HARBOLNAS TERHADAP MOTIVASI HEDONIS DAN DAMPAKNYA PADA IMPULSE BUYING

Deddy Prihadi, Bei Harira Irawan, Setiowati Subroto

Abstract


Semakin  banyak  pelaku bisnis digital  yang  memanfaatkan  perilaku  pembelian  impulsif  untuk  menarik  dan  mempertahankan  konsumen. Studi ini bermaksud untuk mengetahui pengaruh digital marketing, sistem paylater dan diskon harbolnas pada perilaku impulse buying dengan motivasi hedonis sebagai variabel mediasi. Studi ini merupakan kajian riset kuantitatif berpendekatan survai. Subyek penelitian ini adalah pengguna e-commerce pada marketplace Shopee. Untuk mengumpulkan data primer dari responden digunakan kuesioner yang didistribusikan dengan secara online dengan google form. Sebelum dianalisis dengan menggunakan analisis Partial Least Square (PLS) instrumen diuji dengan uji validitas dan reliabilitas. Penelitian ini membuktikan bahwasanya digital marketing,  sistem paylater dan diskon halbolnas berpengaruh pada motivasi hedonis. Diskon harbolnas dan motivasi hedonis berpengaruh pada impulse buying sedangkan digital marketing dan  sistem paylater tidak berpengaruh pada impulse buying. Motivasi hedonis mampu memediasi pengaruh  sistem paylater dan diskon Harbolnas namun tidak mampu memediasi pengaruh digital marketing pada impulse buying.


Keywords


digital marketing, paylater, harbolnas, motivasi hedonis, impulse buying

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References


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DOI: http://dx.doi.org/10.35671/probisnis.v15i2.1907

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