THE INFLUENCE OF SALES PROMOTION, HEDONIC SHOPPING MOTIVATION AND SHOPPING LIFESTYLE ON IMPULSE BUYING IN UMRI STUDENTS ON GOFOOD SERVICES ON THE GOJEK APPLICATION

Abstract

This research aims to determine and analyze sales promotion, hedonic shopping motivation, and

shopping lifestyle on impulse buying among Umri students on the Gofood service on the Gojek

application. This research is quantitative research with a sampling technique using nonprobability

sampling technique. The sample used was 100 respondents who were Umri students and had

purchased Gofood services on the Gojek application. The data source used in this research was

primary data obtained directly from the results of the questionnaire which was then processed by the

researcher. The data analysis method used is multiple linear regression analysis. The research results

show that partially sales promotion, hedonic shopping motivation have a significant effect with a

positive direction coefficient, while partially the shopping lifestyle variable has no significant effect on

impulse buying and also has no positive effect.