The Influence of Sales Promotion and Hedonic Shopping on Impulse Buying Lazada Live Features (Case Study of Lazada E-Commerce Users in Jakarta)

Abstract

Lazada is one of the e-commerce that is fast making changes to its business sector. Lazada launched a live shopping feature using the Lazada Live feature. The presence of Lazada Live provides convenience and facilities for consumers who have a hedonic shopping style online shopping to get their own pleasure without paying attention to the benefits of the product being purchased can be one of the things that can influence someone to do impulse buying. The purpose of this study was to examine the effect of Sales Promotion and Hedonic Shopping as independent variables on Impulse Buying on users of the Lazada Live feature in Jakarta. In this study, the sample used was 100 samples with the criteria of Lazada Live users who live in Jakarta and have done impulse buying on the Lazada Live feature. The sampling technique used in this study used purposive sampling. The data analysis used in this study is descriptive analysis, classical assumption test, multiple linear regression test, research instrument test, and hypothesis testing using SPSS version 23 software.) Sales Promotion has a significant effect on impulse buying. 2) Hedonic Shopping has a significant effect on Impulse Buying. 3) Sales Promotion and Hedoni Shopping simultaneously have a significant effect on Impulse Buying.