STUDY OF IMPULSE BUYING ON LIVE STREAMING: EFFECTS OF HEDONIC SHOPPING MOTIVATION AND SALES PROMOTION

Abstract

Shopee Live is a live streaming video feature where sellers can sell
and interact directly with buyers using the Shopee Live streaming
platform. Several factors come into play. The reason why
consumers are driven to make unplanned purchases is because of
internal and external factors. Internal factors are mood and feeling
of joy when shopping also known as hedonic shopping motivation
and external factors that influence impulse buying which are store
environment and promotions. This research aims to analyze and
discuss the influence of hedonic shopping motivation and sales
promotion on impulse buying (study of fashion products on
Shopee Live Streaming). This research uses a quantitative
approach. The sample used in this research was non-probability
sampling with a purposive sampling method. The number of
samples is 200 people. Research results on hedonic shopping
motivation and sales promotion partially positively and
significantly affect impulse buying.