THE INFLUENCE OF HEDONIC SHOPPING MOTIVATION TO THE IMPULSE BUYING OF ONLINE-SHOPPING CONSUMER ON INSTAGRAM

THE INFLUENCE OF HEDONIC SHOPPING MOTIVATION TO THE IMPULSE BUYING OF ONLINE-SHOPPING CONSUMER ON INSTAGRAM

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This research aims to know the influence of Adventure Shopping, Relaxation Shopping, Value Shopping, Social Shopping Fridge Hose Seal and Idea Shopping variables to the variable of Impulse Buying of Online-Shopping Consumer on Instagram.The type of the research is explanatory research.The result of Occasional Table Package F-test showed that Fcount (12.

829) > Ftable (2.669) which meant that research variables had influences to the Impulse Buying.With partial correlation value of 0.

548, Idea Shopping variable became the dominant factor influencing Impulse Buying on the online-shopping purchase on Instagram.