FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN IMPULSE BUYING PADA MAHASISWA
Abstract
The research method used in this research is to use a quantitative descriptive method through primary data and several test tools are carried out, including validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, t test, f test and the coefficient of determination used to test the hypothesis. The data used in this study used primary data based on the results of a questionnaire of 100 respondents who were students of Gunadarma University, Kalimalang Campus. The scale measurement on the questionnaire in this study used a modified Likert scale. The results of this study indicate that service quality and promotion partially affect impulse buying, while hedonic shopping motives partially do not affect student impulse buying. phenomenon of society related to e-cigarettes or vaping factors.
Keywords: hedonic shopping motives, buying decisionprice perception, impulse buying
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DOI: http://dx.doi.org/10.59112/ekowir.v19i01.228
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