Pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle terhadap Perilaku Impulse Buying pada Pengguna Shopee di Surabaya

Information technology in Indonesia has increased markedly by the emergence of e-commerce as a means of online sales transactions. One of them is Shopee, which is the best e-commerce in Indonesia. No wonder consumers use Shopee as a place for online buying and selling transactions for people in the city of Surabaya. This study aims to determine how much influence hedonic shopping motivation and shopping lifestyle has on impulse buying behavior for Shopee users in the city of Surabaya. The population in the study are all consumers who have purchased through e-commerce Shopee domiciled in the city of Surabaya. By using a sample of 100 respondents. This research used quantitative research with adescriptive analysis method approach. The sampling technique of this research is used purposive sampling technique with the criteria of Shopee consumers living in the city of Surabaya, consumers who are at least 17 years old. The data analysis technique used multiple linear regression analysis. The results of this study indicate that hedonic shopping motivation has a positive and significant effect on impulse buying behavior, shopping lifestyle has a positive and significant impact on impulse buying behavior, also hedonic shopping motivation and shopping lifestyle together have a positive and significant effect on impulse buying behavior. Keywords: Hedonic Shopping Motivation, Shopping Lifestyle and Impulse Buying.