Pengaruh Hedonic Shopping Value dan Positive Emotion terhadap Pembelian Impulsif (Survey Pada Konsumen E-Commerce Shopee Kategori Fashion)

This research aims to determine the influence of Hedonic Shopping Value and Positive Emotion on
impulsive purchases (Survey of Shopee E-Commerce Consumers in the Fashion Category). The
population used for this research is PG Pradjekan employees with a sample ranging from teenagers to
adults who have experience in using the Shopee application for online shopping. The data collection
technique used in this research is, by distributing questionnaires which are distributed in the form of a
google form. Variable measurement in this research uses the Likert Scale (Summated-Rating Scale)
model. Hypothesis testing in this research was carried out by using Partial Least Square (PLS). Partial
Least Square (PLS) is a multivariate statistic that looks for the fundamental relationship between the
dependent variable and the independent variable. Partial Least Square (PLS) is a variant-based SEM
(Structural Equation Modeling) statistical method which is designed to complete multiple regression.
The results of this research conclude that, Hedonic Shopping Value and Positive Emotion have a
positive and significant effect on the occurrence of impulsive buying behavior among Shopee
consumers