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Riza, M. F., Farhanah, N., & Haryanto, B. (2024). Shopee E-Commerce Purchase Decisions Viewed from Hedonist Motivation, Utilitarian, Sales Promotion, and Consumer Interest: A Conceptual Model. KnE Social Sciences, 9(21), 93–107. https://doi.org/10.18502/kss.v9i21.16667

https://doi.org/10.18502/kss.v9i21.16667

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authors

  • Muhammad Faisal Riza

    Muhammad Faisal Riza

    Master of Management, Faculty of Economic and Business, Universitas Sebelas Maret Surakarta
    https://orcid.org/0009-0001-9515-0313
  • Nanda Farhanah

    Nanda Farhanah

    Master of Management, Faculty of Economic and Business, Universitas Sebelas Maret Surakarta
  • Budhi Haryanto

    Budhi Haryanto

    Master of Management, Faculty of Economic and Business, Universitas Sebelas Maret Surakarta

Published Date

  • Jul 31, 2024

Shopee E-Commerce Purchase Decisions Viewed from Hedonist Motivation, Utilitarian, Sales Promotion, and Consumer Interest: A Conceptual Model

KnE Social Sciences / The 3rd International Conference on Business, Economics, and Sustainability Science (BESS 2023) / Pages 93–107

Abstract

One of the most promising forms of online sales today is e-commerce. The convenience of online shopping makes it easier for the buyers to spend more and at the same time compare the prices and quality of goods, without having to step out. The existence of motivation has a great influence in determining the decisions that need to be made. To increase the revenue of an e-commerce business, promotions are the most important thing to attract consumers. The next step involves the consumer’s decision whether to buy the product or not. This researcher constructed the conceptual Hedonic Information System Acceptance Model (HISAM) to identify the utilitarian and hedonic motives that influence consumer purchasing decisions. To find out how hedonism and utilitarian behavior influence online sales partners in the home care industry to conduct targeted promotions to attract customers. Consumer concerns when shopping on the Shopee marketplace. The researchers studied a sample size of 100 people from Master of Management students at Sebelas Maret University in Surakarta using multiple linear regression analysis.


Keywords: Hedonist motivation, utilitarian, sales promotion, consumer interest, Shopee e-Commerce, purchase decisions

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