Influence Of Hedonic Shopping Motivation, Brand Image, And Fashion Involvement On Impulsive Buying With Inflation As A Moderator Variable For E-Commerce Shopee Consumers

Abstract

This research was conducted to analyze and determine the influence Hedonic Shopping Motivation, Brand Image, and Fashion Involvement to Impulse Buying with Inflation as the Moderator Variable on e-commerce Shopee. The sampling technique of this study uses a formula Lemeshow with a total of 384 respondents with purposive sampling. Data obtained by questionnaire online through google form. Hypothesis testing is done by using SPSS. Based on the research results Hedonic Shopping Motivation significant effect on Impulse Buying, Brand Image significant effect on Impulse Buying, Fashion Involvement significant effect on Impulse Buying, Inflation can moderate the effect Hedonic Shopping Motivation to Impulse Buying, Inflation cannot moderate the effect Brand Image to Impulse Buying, Inflation cannot moderate the effect Fashion Involvement to Impulse Buying.