Pengaruh Kecepatan Akses, Hedonic Shopping, dan Brand Ambassador Terhadap Impulse Buying Aplikasi Shopee pada Mahasiswa Universitas Sumatera Utara

Abstract

This study aims to determine and analyze the Effect of Access of Speed, Hedonic Shopping, and Brand Ambassador on Impulse Buying of Shopee Applications at University of North Sumatera Students. This research is an associative research with a population of students of the Faculty of Economics and Business, students of the Faculty of Engineering, students of the Faculty of Social and Political Sciences, students of the Faculty of Agriculture, and students of the Faculty of Psychology, University of North Sumatera. The sample in this study amounted to 128 respondents with the sampling technique using the Malhotra method. The technique used in this research is descriptive statistical analysis and multiple linear regression. It is found that Speed of Access, Hedonic Shopping, and Brand Ambassador simultaneously have a positive and significant effect on Impulse Buying in the Shopee application for students at the University of North Sumatera. While partially, Access of Speed has a positive and significant effect on Impulse Buying on the Shopee application for University of North Sumatera students, Hedonic Shopping has a positive and significant impact on Impulse Buying on Shopee applications for University of North Sumatera students, and Brand Ambassador has a positive and significant impact on Impulse Buying the Shopee application for University of North Sumatera students.