PENGARUH HEDONIC MOTIVATION TERHADAP SOCIAL MEDIA PRODUCT BROWSING DAN DAMPAKNYA TERHADAP PURCHASE INTENTION PADA MAHASISWA UNIVERSITAS SARJANAWIYATA TAMANSISWA YOGYAKARTA

Risang Bagus Hastungkara Aji, henny welsa Welsa, Ign.Soni Kurniawan

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The purpose of this study is to analyze and explain the effect of hedonic motivation on social media product browsing as well as its impact on purchase intention on student of Sarjanawiyata Tamansiswa Yogyakarta. The sample used in this study were customers who buy and use social media. Accidental sampling was used as the sampling technique. The researchers used questionnaire to collect the primary data with the total of 213 respondents. In this study, the researchers also used regression to determine the effect of hedonic motivation on social media product browsing as well as its impact on purchase intention. The results showed simple and multiple linear regression analysis on the T test which showed that the hedonic motivation has a significant effect on social media product browsing. The results of F test showed that hedonic motivation, social media product browsing can simultaneously predict the changes in purchase intention. The test results of the coefficient of determination or R² purchase intention are affected by hedonic motivation, social media product browsing. The analysis resulted in hedonic motivation has a positive effect on social media product browsing, social media product browsing has a positive effect on purchase intention, hedonic motivation has a positive effect on purchase intention.

keywords : hedonic motivation, social media product browsing, purchase intention


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DOI: http://dx.doi.org/10.26460/md.v3i2.6024

DOI (PDF): http://dx.doi.org/10.26460/md.v3i2.6024.g2707

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