Pengaruh Motivasi Belanja Hedonis terhadap Perilaku Konsumtif Pada Pengguna Tokopedia

Abstract

The ease of shopping offered by the market causes a tendency for consumptive behavior to emerge. Several factors, such as shopping motivation, also influence consumptive behavior. This study aimed to determine the effect of hedonic shopping motivation on consumptive behavior among Tokopedia users. This research uses quantitative research methods. Data collection was carried out by distributing google forms to 140 people. The data collection method uses the Likert scale consisting of the hedonic shopping motivation scale and the consumptive behavior scale. The simple linear regression test results in this study showed a t value of 6,602 (tcount>ttable), which means that hedonic shopping motivation has a significant effect on the consumptive behavior of Tokopedia users. The implication is that this research provides an understanding of the effect of hedonic shopping motivation on users’ consumptive behavior and the Tokopedia marketplace itself.