THE INFLUENCE OF WEBSITE QUALITY, HEDONIC SHOPPING MOTIVATION, AND SALES PROMOTION TOWARD IMPULSE BUYING BEHAVIOR AT LAZADA.CO.ID

Abstract

Purpose – At present, there are many e-commerce in Indonesia that have sprung up and competed to become the number one e-commerce in Indonesia. One of the famous e-commerce in Indonesia is Lazada.co.id. The purpose of this study is to understand and provide ideas about impulse buying behavior that is influenced by Website Quality, Hedonic Shopping Motivation, and Sales Promotion towards Lazada.co.id. It is hoped that with this research, Lazada.co.id can reap success in Indonesia. The Independent Variable in this study is Website Quality in terms of Security, Navigability and Visual Appeal then Hedonic Shopping Motivation in terms of Adventure Shopping, Value Shopping and Relaxation Shopping and the last Sales Promotion in terms of Savings, Quality, and Value Expression. Dependent variables in this study are Impulse Buying Behavior. Design - This study used quantitative research. The population used for this research were Indonesian people and the sample size were men and woman who are the users of Lazada.co.id. The instrument of this research is a questionnaire, using a Google Form facility. This research is using purposive technique. Furthermore, there is also a validity and reliability test. Followed by hypothesis testing which is conducted by Multiple Regression Analysis. Findings - The result shows that impulse buying behavior in Lazada.co.id can be influenced by website quality in terms of security, navigability and visual appeal also hedonic shopping motivation in terms of relaxation shopping and then sales promotion in terms of value expression. Value - This research aims to provide insight and ideas for e-commerce in Indonesia, especially Lazada.co.id. In order to remain competitive with other e-commerce. In addition, this study provides recommendations for Lazada.co.id to understand the unique character of buyers in Indonesia, one of these unique characters is impulsive buying.