Research Article
The Effect of Hedonic Motivation on Impulsive Purchases in E-Commerce
@INPROCEEDINGS{10.4108/eai.1-11-2023.2355318, author={Latifah Hanum and Revinsya Amrizal and Alyah Hasnah Saputri and Silvia Rahma Dewi and Miranda Ayu Apriliani and Naswa Stania Kumoro}, title={The Effect of Hedonic Motivation on Impulsive Purchases in E-Commerce}, proceedings={Proceedings of the 6th Annual International Conference on Business and Public Administration, AICOBPA 2023, 1 November 2023, Malang, Indonesia}, publisher={EAI}, proceedings_a={AICOBPA}, year={2025}, month={12}, keywords={e-commerce hedonic motivation impulsive buying}, doi={10.4108/eai.1-11-2023.2355318} }- Latifah Hanum
Revinsya Amrizal
Alyah Hasnah Saputri
Silvia Rahma Dewi
Miranda Ayu Apriliani
Naswa Stania Kumoro
Year: 2025
The Effect of Hedonic Motivation on Impulsive Purchases in E-Commerce
AICOBPA
EAI
DOI: 10.4108/eai.1-11-2023.2355318
Abstract
This study examines the influence of hedonic motivation on impulsive buying in e-commerce. The research was conducted among active students of Universitas Brawijaya, Class of 2022, to understand their online purchasing behavior. The research employed a survey method using questionnaires as the data collection instrument. The study population consisted of active students of Universitas Brawijaya, Class of 2022, who shopped on e-commerce platforms. The sample size was determined using the Lemeshow technique, resulting in a sample of 100 people. The questionnaire was subjected to validity testing using the Bivariate Pearson method, reliability testing using the Alpha Cronbach method, heteroscedasticity, F-test (simultaneous), and t-test (partial). The collected data were analyzed using simple linear regression analysis to examine the relationship between hedonic motivation and impulsive buying. The research demonstrates that hedonistic motivation promotes impulsive purchases among UB students in the Class of 2022. This research provides a deeper understanding of the motivational factors influencing students’ impulsive buying behavior. The practical implications highlight the importance of awareness regarding hedonic motivation in designing more effective marketing strategies in e-commerce.
