PENGARUH KUALITAS WEBSITE TERHADAP PEMBELIAN IMPULSIF KONSUMEN TOKOPEDIA MELALUI MOTIVASI BELANJA HEDONIS SEBAGAI INTERVENING (STUDI PADA GEN Z PENGGUNA MARKETPLACE TOKOPEDIA DI KOTA BANJARBARU)
Keywords:
Website Quality, Impulse Buying, Hedonic Shopping MotivationAbstract
This study aims to determine and analyze: (1) Know and analyze the effect of Website Quality on Impulse Buying. (2) Know and analyze the effect of website quality on hedonic shopping motivation. (3) Know and analyze the influence of hedonic shopping motivation on impulse buying.
This type of research is quantitive research. The population is generation Z in Banjarbaru who over 17 years and has purchased on Tokopedia impulsively. The data is collected from 140 respondents. Sampling technique used in this study is purposive sampling using questionnaires. Data analysis technique using SEM-PLS Method.
The study has found (1) website quality has a positive and significant effect toward impulse buying, (2) website quality has a positive and significant hedonic shopping motivation, (3) hedonic shopping motivation has a positive and significant effect toward impulse buying, (4) Hedonic shopping motivation can mediate between website quality and hedonic shopping motivation
