The Effect Of Discounts And Hedonic Behavior On Impulse Buying At Anna Online Shop (Study On Consumers Of Anna Online Shop Palopo City)

Abstract

Discounts are often considered as one of the important factors in encouraging impulsive purchases, while hedonic behavior reflects the tendency of individuals to seek satisfaction and pleasure in the shopping process This study aims to analyze the effect of discounts offered and hedonic behavior on impulse buying behavior at Anna Online Shop in Palopo City. This study uses a quantitative approach through a questionnaire given to Anna Online Shop customers. With a total of 100 respondents obtained using the MoE formula. The data was analyzed using the SmartPLS statistical tool. The results of the analysis show that the discount offered has a significant positive effect on impulse buying behavior. In addition, hedonic behavior is also proven to have a strong positive impact on the tendency to make impulse purchases. This research provides valuable insights for online business owners and marketers to understand how discounts and hedonic aspects can influence consumer purchasing decisions.