How Time Limit Offers, Positive Emotions, and Hedonic Shopping Drive Impulse Purchase on Shoppe
Keywords:
time limit offers, positive emotions, hedonic shopping, impulse purchasesAbstract
This research was conducted on Muhammadiyah Jember University students in 2020-2023. The purpose of this study was to determine the effect of time limit offers, positive emotions, and hedonic shopping, impulse purchases on Shopee. This research uses a quantitative approach, sampling is done through probability sampling techniques, namely proportionate stratified random sampling and uses 100 respondents as a sample consisting of several faculties at Universitas Muhammadiyah Jember. The types of data used are primary data and secondary data, where primary data is obtained through filling out questionnaires and secondary data is obtained from books, journals, articles related to research topics regarding time limit offers, positive emotions, hedonic shopping, and impulse purchases. The data analysis method used is data instrument test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of this study indicate that individually the time limit offers, positive emotions, and hedonic shopping variables have a significant effect on impulse purchases
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