Pengaruh Hedonic Shopping Motivation dan Sales Promotion terhadap Impulse Buying Generasi Z di Bojonegoro

Abstract

Abstract

This study examines how hedonic shopping motivation and sales promotion influence impulse buying behavior among Generation Z TikTok Shop users in Bojonegoro. This research employed a quantitative approach using a survey method through questionnaires distributed to respondents selected by purposive sampling technique. Data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination (R Square). The results showed that hedonic shopping motivation had a positive and significant effect on impulse buying with a t-value of 4.816 > 1.984 and a significance value of 0.000 < 0.05. Sales promotion also had a positive and significant effect on impulse buying with a t-value of 2.979 > 1.984 and a significance value of 0.004 < 0.05. Simultaneously, both variables significantly affected impulse buying with an F-value of 62.304 > 3.09 and a significance value of 0.000 < 0.05. The R Square value of 0.562 indicates that 56.2% of impulse buying behavior can be explained by hedonic shopping motivation and sales promotion, while the remaining percentage is influenced by other factors outside this study.

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