Hubungan Antara Hedonic Shopping Motivation Dan Shopping Lifestyle Dengan Impulsive Buying Pada Dewasa Awal Pengguna E-Commerce Shopee Di Surabaya. (The Relationship Between Hedonic Shopping Motivation and Shopping Lifestyle with Impulsive Buying in Early Adult Users of E-Commerce Shopee in Surabaya).

Mutiara, Aprillia Stevani (2025) Hubungan Antara Hedonic Shopping Motivation Dan Shopping Lifestyle Dengan Impulsive Buying Pada Dewasa Awal Pengguna E-Commerce Shopee Di Surabaya. (The Relationship Between Hedonic Shopping Motivation and Shopping Lifestyle with Impulsive Buying in Early Adult Users of E-Commerce Shopee in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to determine the relationship between hedonic shopping motivation and shopping lifestyle and impulsive buying in early adulthood of Shopee e-commerce users in Surabaya. This research is a type of quantitative research using a correlational research approach. The subjects of this study are 394 Shopee e-commerce users domiciled in Surabaya. The data collection method is carried out through the distribution of questionnaires online using google forms using the Likert scale. The data analysis technique obtained in this study showed that there was a fairly strong unidirectional relationship between hedonic shopping motivation and impulsive buying with a correlation score of 0.036. The shopping lifestyle and impulsive buying variables also showed a fairly strong correlation with a correlation score of 0.020. This means that there is a strong positive relationship between the three variables so that the greater the hedonic shopping motivation and shopping lifestyle owned, the greater the level of impulsive buying owned by the individual.

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