PENGARUH BAURAN PEMASARAN, PSIKOLOGI KONSUMEN, DAN MOTIVASI HEDONIS TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF DAN KEPUASAN KONSUMEN BERBELANJA PADA TOKO ONLINE DI KOTA PARE-PARE

Abstract

The research objectives are: (a) to partially analyze the effect of marketing mix, consumer psychology and hedonic motivation on impulsive buying decisions. (b) to partially analyze the effect of marketing mix, consumer psychology, hedonic motivation and impulsive purchasing decisions on consumer satisfaction. (c) to partially analyze the effect of marketing mix, consumer psychology and hedonic motivation on consumer satisfaction through impulsive purchasing decisions. The sample is 400 respondents and the sampling technique is purposive sampling. The data collection instrument used a questionnaire. Data analysis method using SEM. The results of the study prove that: (a) Marketing mix, consumer psychology and hedonic motivation partially have a positive and significant effect on impulsive buying decisions. (b) Marketing mix, consumer psychology, hedonic motivation and impulsive purchasing decisions partially have a positive and significant effect on consumer satisfaction. (c) Marketing mix, consumer psychology and hedonic motivation partially have a positive and significant effect on consumer satisfaction through impulsive purchasing decisions.