The Influence of Influencers and Hedonic Motivation on Online Purchasing Decisions at Shopee

Abstract

In the current era of digitalization, online business is the largest market that provides many products including daily necessities, and online shopping can make it easier for consumers to get these needs, so that currently online shopping is liked by many people. One of the e-commerce that is growing and popular in Indonesia is Shopee. Many factors can influence consumer behavior in making purchasing decisions. This research aims to determine the influence of Influencers and consumer shopping motivation on the decision to purchase a product online at Shopee. The data collection method in this research uses a questionnaire using Google Form. The sample for this research consisted of 200 people who were Shopee consumers. The analysis technique used is a quantitative analysis technique with multiple linear regression using the SPSS program. The results obtained from this research show that the partial test results (T test) show a positive influence and the significance value of the influence of influencers (X1) on purchasing decisions (Y) is 0.000 < 0.05 and the calculated t value is 4.914 > t table value, namely 1.972 . And the T Test results show the significance value of the influence of hedonic shopping motivation (X2) on purchasing decisions (Y) of 0.000 < 0.05 and the calculated t value of 6.734 > 1.972. Then, from the results of multiple linear regression analysis, the influencer regression coefficient (X1) value was 0.037, which has a positive sign, so that if the influencer's influence increases by 1 value, purchasing decisions will increase by 0.037. And the regression coefficient value of the hedonic shopping motivation variable (X2) is 0.291, which has a positive sign, so that if hedonic shopping motivation increases by 1 value, purchasing decisions will increase by 0.291.

Keywords: Influencers, Hedonic Motivation, Online Shopping, Purchase Decisions.