Effect of Shopping Lifestyle, Hedonic Shopping On Impulse Buying Behaviour Community Middle Class on Online Shopping
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 8
Abstract
This study aims to determine the influence of shopping lifestyle, hedonic shopping toward the impulse buying behavior of middle-class society on online shopping together and partial and to determine the dominant variable affecting impulse buying behavior of middle-class society. Independent variable used in this research is shopping lifestyle (X1), hedonic shopping (X2) and dependent variable in this research is impulse buying behavior in online shopping (Y). Population used in this research is middle-class society. The sample used has a total of 100 people, using Random Sampling. This study uses a quantitative approach. Data were analyzed using multiple linear regression analysis. The results show that impulse buying behavior of middle-class society on online shopping is significantly influenced by shopping lifestyle, hedonic shopping.
Authors and Affiliations
Mira Ustanti
Keywords
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- EP ID EP412304
- DOI 10.9790/487X-2008020811.
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