THE EFFECT OF PHOMO, SHOPPING LIFESTYLE, AND HEDONIC SHOPPING MOTIVATION ON IMPULSE BUYING DECISION IN BEAUTY E-COMMERCE BEAUTY HAUL (CASE STUDY OF STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS, UNIVERSITY OF MUHAMMADIYAH NORTH SUMATRA)
Abstract
The large variety of cosmetic products offered through online sales methods and various promotions is the cause of unplanned purchasing behavior or Impulse Buying Decision by customers. This unplanned decision to buy cosmetics products is influenced by various factors, both personal and environmental. This research examines the influence of FOMO, Shopping Lifestyle, Hedonic Shopping Motivation, on Impulse Buying Decision on Beauty Haul by Student. This type of research is quantitative with an associative design to determine the relationship between influencing variabels and the variabels that are influenced. The research population was 4.612 students from Faculty of Economics and Business at UMSU Medan for the 2023/2024 academic year. The sample was determined by puposive random sampling using the slovin formula and obtained 100 respondents. Data collection techniques through distributing questionnaires. The analysis technique used is multiple linear regression analysis and previously a classical assumption test was carried out. The research results show that FOMO, Shopping Lifestyle, and Hedonic Shopping Motivation partially have a positive and significant effect on the Impulse Buying Decisions of students at the Faculty of Economics and Business at UMSU Medan for the 2023/2024 academic year on Beauty Haul. FOMO, Shopping Lifestyle and Hedonic Shopping Motivstion simultaneously influence the Impulse Buying Decision of students from Faculty of Economics and Business at UMSU Medan for the 2023/2024 academic year on Beauty Haul.
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