HUBUNGAN ANTARA HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSIVE BUYING PADA MAHASISWA PENGGUNA SHOPEE PAYLATER

E-Commerce Shopee with Paylater feature provides easy access for students to buy goods without having to think about whether funds are available or not. The impact of the Paylater system is that students tend to engage in impulsive buying. The cause of this impulsive shopping behavior is the motivation to shop based on pleasure or hedonic shopping motivations. The objective of this study is to determine the relationship between hedonic shopping motivations and impulsive buying among students using Shopee Paylater. The research design used in this study is non-experimental quantitative with correlation study, and purposive sampling technique is used. The subjects are 150 people, with criteria of students aged 18-24 years who have shopped using Shopee Paylater. The instruments used in this research are the Impulsive Buying Tendency Scale (IBTS) and Hedonic Shopping Motivations Inventory (HSMI). The analysis of this research uses simple linear regression statistical tests, and the results show a significant relationship between Hedonic Shopping Motivations and Impulsive Buying.