PENGARUH KUALITAS WEBSITE DAN HEDONIC SHOPPING TERHADAP IMPULSE BUYING E-COMMERCE BLIBLI DI SURABAYA

The rapid development of technology has resulted in changes consumer behavior from initially choosing to purchase offline face-to-face at physical stores goods and services online. This phenomenon a major impact on human life, namely the field information smartphones. Increasing number sales digital Indonesia also indicates an increase Indonesia. Therefore purpose this observation is find out understand how much influence quality website hedonic shopping have impulse buying Blibi e-commerce Surabaya. uses quantitative research method by adopting SEM analysis technique SmartPLS tool. primary data collected distributing purposive sampling questionnaires 130 respondents who are object research, users platform results showed that had significantly positive Blibli Surabaya, while negative no effect.