Image of Pengaruh Hedonic Shopping Motivation Dan Flash Sale Terhadap Impulsive Buying Melalui Positive Emotion Pada Aplikasi Tiktok Shop (Studi Generasi Milenial Di Kota Pekanbaru)
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Pengaruh Hedonic Shopping Motivation Dan Flash Sale Terhadap Impulsive Buying Melalui Positive Emotion Pada Aplikasi Tiktok Shop (Studi Generasi Milenial Di Kota Pekanbaru)

ABSTRACT
Indonesian consumer shopping behavior, particularly among millennials, tends to be increasingly impulsive, especially with the ease of transactions through e-commerce platforms such as TikTok Shop. This trend drives marketers to continuously study and develop various strategies. As a segment of society, millennials represent a promising market due to their high level of digital literacy. This study aims to examine the role of hedonic shopping motivation and flash sales on impulsive buying through positive emotion on TikTok Shop among millennials in Pekanbaru City. The research adopts a quantitative descriptive approach. A non-probability sampling technique was employed with a total of 126 respondents, and data were analyzed using SmartPLS version 4.1.1.2. The results indicate that 1) Hedonic shopping motivation has a positive and significant effect on positive emotion. 2) Flash sales have a positive and significant effect on positive emotion. 3) Hedonic shopping motivation has a positive and significant effect on impulsive buying. 4) Flash sales have a positive and significant effect on impulsive buying. 5) Positive emotion has a positive and significant effect on impulsive buying. 6) Hedonic shopping motivation has a positive and significant effect on impulsive buying through positive emotion. 7) Flash sales have a positive and significant effect on impulsive buying through positive emotion.
Keywords: Hedonic Shopping Motivation, Flash Sale, Positive Emotion, Impulsive Buying

Ketersediaan
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Perpustakaan Universitas Riau 2102111762
2102111762
Tersedia
Informasi Detail
Judul Seri
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No. Panggil
2102111762
Penerbit
Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN.,
Deskripsi Fisik
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Bahasa
Indonesia
ISBN/ISSN
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Klasifikasi
2102111762
Tipe Isi
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Tipe Media
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Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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