PENGARUH PRICE DISCOUNT, KUALITAS WEBSITE, TERHADAP IMPULSE BUYING DENGAN HEDONIC SHOPPING MOTIVATION SEBAGAI VARIABEL INTERVENING (STUDY KASUS PENGGUNA APLIKASI SHOPEE DI YOGYAKARTA).

The purpose of this study is to see whether there an effect price discounts and website quality on hedonic shopping motivation the discounts, impulsive buying. This type research a quantitative descriptive with sample in 100 respondents Shopee application Yogyakarta. files collection technique used Likert scale questionnaire. analytical method sobel test find out relationship through intervening variable which has significant power relationship. results showed that discount did not have positive influence motivation, had Hedonic Shopping Motivation, Motivation buying, impulse variables buying.AbstrakTujuan dari penelitian ini yaitu untuk melihat apakah terdapat pengaruh potongan harga terhadap motivasi belanja hedonis, kualitas hedonis pembelian impulsif impulsif, Sampel dalam menggunakan responden orang, penggun/konsumen pada aplikasi shopee di Yogyakarta . Metode pengumpulan data metode kuesioner yang dibagikan dengan teknik Accidental Purposive Sampling. Dalam digunakan Uji Kualitas Data, Asumsi Klasik, Regresi Berganda dan Sobel. Hasil (1) Tidak antara para konsumen (2) Terdapat pengguna (3) (4) Price Discount (5) Website buying