PENGARUH HEDONIC SHOPPING MOTIVATIONS TERHADAP IMPULSE BUYING DENGAN GENDER SEBAGAI DUMMY VARIABLE (STUDI PADA PELANGGAN CSB MALL CIREBON)

Gilang Ahmad Ramdhan, Raka P, Saptaji Maulana, Isroqtul Jannah, Dea Awaliyah, Irna Herlina, Nur Lativani, Raffasyah Maydah Sugianto and Khaifah Nurhalimatun Nissa

No 92m5j, OSF Preprints from Center for Open Science

Abstract: This study aims to determine the effect of hedonic motivation on impulse buying with gender as a dummy variable at CSB Mall Cirebon. The type of research used is descriptive quantitative, namely causal associative research. The sample in this research is CSB Mall Cirebon customers. The sampling technique used was direct survey researchers using descriptive quantitative techniques. We collected data by distributing questionnaires to CSB Mall Cirebon customers and analyzed using other additional applications. The results of the study show that there is no evidence that women often make impulsive purchases compared to men at CSB Mall Cirebon. This means that there is no difference between women and men in making impulse purchases.

Date: 2023-06-14
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:92m5j

DOI: 10.31219/osf.io/92m5j

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