Pengaruh Hedonic Shopping Value, Shopping Lifestyle, dan Promosi Flash Sale Shopee Terhadap Impulse Buying Pada Masyarakat Desa Mulung Kecamatan Driyorejo Kabupaten Gresik

ABSTRACT
This change in the behavior and style of society is responded to by business people very well, many innovations
that develop in the online business sector are an indication that opportunities to benefit from advances in
technology and community behavior are proven, now people's habits are by buying or consuming something. it
has been facilitated in a modern way by the many websites or applications that are already available. It was
explained that this research analyzed the influence of Hedonic Shopping Value, Shopping Lifestyle, and Shopee
Flash Sale Promotion on Impulse Buying in the Mulung Village Community, Driyorejo District, Gresik Regency.
The approach used is quantitative, the population of this study is Shopee users in Mulung Village, Driyorejo
District, Gresik Regency whose number is unknown and a sample of 130 Shopee user respondents. According to
the results of statistical tests, it was found that the Hedonic Shopping Value, Shopping Lifestyle and Flash Sale
Shop Promotion proved to have an influence on Impulse Buying in the Community in Mulung Village, Driyorejo
District, Gresik Regency..
Key Words : Hedonic shopping value, shopping lifestyle, shopee flash sale promotion, impulse buying
ABSTRAK
Terjadinya perubahan atas perilaku dan gaya hidup masyarakat saat ini disikapi oleh para pebisnis dengan
sangat baik, banyak inovasi yang berkembang disektor bisnis online menjadi salah satu indikasi bahwa peluang
untuk mendapatkan keuntungan dari kemajuan teknologi yang modern serta perilaku masyarakat itu terbukti ada,
kini kebiasaan masyarakat dengan membeli atau mengkonsumsi sesuatu sudah terfasilitasi dengan modern oleh
banyak website ataupun aplikasi yang sudah tersedia. Dijelaskan bahwa riset ini menganalisa pengaruh Hedonic
Shopping Value, Shopping Lifestyle, dan Promosi Flash Sale Shopee terhadap Impulse Buying Pada Masyarakat
Desa Mulung Kecamatan Driyorejo Kabupaten Gresik. Adapun pendekatan yang digunakan ialah kuantitatif,
populasi riset ini ialah pengguna Shopee yang ada di Desa Mulung Kecamatan Driyorejo Kabupaten Gresik yang
jumlahnya tidak diketahui dan sampel 130 responden pengguna Shopee. Sesuai hasil uji statsitik didapatkan
hasil bahwa Hedonic Shopping Value, Shopping Lifestyle dan Promosi Flash Sale Shopee terbukti ada pengaruh
terhadap Impulse Buying Pada Masyarakat di Desa Mulung Kecamatan Driyorejo Kabupaten Gresik.
Kata Kunci : Hedonic shopping value, shopping lifestyle, promosi flash sale shopee, impulse buying