PENGARUH SYSTEM PAYLATER DAN DISKON HARBOLNAS TERHADAP IMPULSE BUYING DENGAN MOTIVASI HEDONIS SEBAGAI VARIABLE INTERVENING (Studi Pada Pengguna Shopee di Malang)

This study aims to test the effect of the paylater system on impulse buying, test the effect of Harbolnas discounts on impulse buying, test the effect of the paylater system on hedonic motivation, test the effect of Harbolnas discounts on hedonic motivation, test the effect of hedonic motivation on impulse buying, test the effect of hedonic motivation in mediating the paylater system on impulse buying and test the effect of hedonic motivation in mediating Harbolnas discounts on impulse buying. The population in this study were Shopee users in Malang City with a sample of 246 respondents using purposive sampling technique. The method used was path analysis. From this study, the results were obtained: the paylater system has a significant positive effect on impulse buying, Harbolnas discounts have a significant positive effect on impulse buying, the paylater system on hedonic motivation, Harbolnas discounts have a significant positive effect on hedonic motivation, hedonic motivation has a significant positive effect on impulse buying, hedonic motivation can mediate the effect of the paylater system on impulse buying, and hedonic motivation can mediate the effect of Harbolnas discounts on impulse buying.