The Influence of Hedonic Shopping and Free Shipping Tagline on Impulsive Buying of Shopee Users
(Case Study on Student of Al-Falah As-Sunniyah University)
This research is motivated by impulsive buying behavior which is felt to be increasing among shopee users, especially students. One of the factors is hedonic shopping and free shipping taglines. The purpose of this study is to ascertain if hedonic shopping and free shipping taglines have an impact on students at Al-Falah As-Sunniyah University's impulsive Shopee purchases. One hundred students from Al-Falah As-Sunniyah University who use Shopee make up the sample size for this quantitative study, which employs the survey method and probability sampling procedures utilizing the simple random sampling method. Using the statistical program SPSS 25, multiple regression analysis is applied in the data analysis method. Based on the study's findings, impulsive purchasing is significantly impacted by hedonic shopping, impulsive buying is significantly impacted by the free shipping tagline, and impulsive buying is significantly impacted by both hedonic shopping and the free shipping tagline at the same time.
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