The Effect of Hedonic Shopping Motivation on Impulse Purchase of Fashion Products in Pandemic Times (Case Study on Generation Z Consumers of Several E-Commerce in Bandung)
Keywords:Hedonic Shopping Motivation, Impulsive Purchase, E-Commerce, Generation Z, Pandemic
The Covid-19 pandemic has made online shopping transactions experience a very rapid increase. The existence of several e-commerce and digital service options makes it very easy for many people to fulfill their needs, one of which is fashion. But for some people this convenience makes consumers to be hedonistic and impulsive in shopping. The purpose of this study was to find out how the hedonic shopping motivation, impulse buying, generation Z consumers in the city of Bandung and their influence. This research is descriptive and verification. The unit of analysis is several e-commerce in the city of Bandung (Tokopedia, Shoppee, Bukalapak, Lazada and Blibli). The unit of observation in this study is Generation Z consumers who have shopped online in the city of Bandung. A minimum sample of 100 people, data collection techniques using online questionnaires and interviews. The results of statistical tests state that Hedonic Shopping Motivation has a significant effect on impulse buying.