Pengaruh Potongan Harga, E-WOM, dan Motivasi Hedonisme terhadap Pembelian Impulsif pada Pengguna E-commerce Shopee di Jawa Timur

Today’s world has entered the digital era or 4.0 industry era. All activities carried out by humans have been disrupted by the 4.0 era marked by the presence of the internet. A survey by AC Nielson that 85% of consumers often and always buy something that is not planned, 15% of consumers make purchase according to plan. Based on the results of the analysis that the discount has a positive effect 2,513 to impulsive buying with the level of significant 0,0120,05 which means insignificant. The result of analysis the Hedonic Motivation have a significant positive of 5,245 with a level of significant 0,000