The effect of sales promotion on impulse buying with hedonic shopping value as a mediating variable in e-commerce shopee

Abstract

This study aims to see the extent to which sales promotion influences impulse buying with hedonic shopping value as a mediating variable in the e-commerce shopee application in Bukittinggi City. The population in this study are all users of the Shopee application in Bukittingi City with sample criteria, namely those who are 16 years above and have made transactions in the past month. The total sample collected was 120 respondents. Data was collected through online questionnaires using google form media and processed SPSS Version 25 application. The results showed that: (1) Hedonic Shopping Value has a positive effect on Impulse Buying, (2) Sales promotion has a positive effect on impulse buying, (2) Sales Promotion has a positive effect on hedonic shopping value, (3) Sales Promotion has a positive effect on Impulse Buying which is mediated by the Hedonic Shopping Value variable.