73 Fauzan, Widarmanti, Pengaruh Sales Promotion ... https://doi.org/10.35760/eb.2024.v29i1.8469 PENGARUH SALES PROMOTION DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSIVE BUYING 1 Muhammad Rizki Fauzan, 2 Tri Widarmanti Fakultas Ekonomi dan Bisnis Telkom University Jl. Telekomunikasi. 1, Terusan Buahbatu - Bandung, Jawa Barat 1 mrizkif@student.telkomuniversity.ac.id, 2 triwidarmanti@ telkomuniversity.ac.id *Corresponding author: mrizkif@student.telkomuniversity.ac.id Abstrak Penjualan online menjadi alternatif mudah, tetapi juga memicu impulsive buying. Hedonic shopping motivation serta sales promotion berperan penting dalam mempengaruhi impulsive buying tanpa mempertimbangkan utilitas jangka panjang. Adapun tujuannya yakni untuk memahami pengaruh yang ada di hedonic shopping motivation serta sales promotion, serta bagaimana sales promotion mempengaruhi hedonic shopping motivation di antara pelanggan H&M yang berbelanja secara online. Penelitian ini dilakukan dengan metode kuantitatif menggunakan analisis struktural equation model (SEM) dan partial least square (PLS). Data dikumpulkan melalui kuesioner yang diisi oleh 100 responden yang valid. Hasil analisis menunjukkan bahwa hedonic shopping motivation memiliki pengaruh signifikan positif terhadap impulsive buying. Sales promotion juga memiliki pengaruh signifikan positif terhadap impulsive buying. Selanjutnya, sales promotion memiliki pengaruh signifikan positif terhadap hedonic shopping motivation. Bagi perusahaan, hasil penelitian ini diharapkan dapat digunakan perusahaan untuk menjaga dan mengembangkan penjualan perusahaan untuk menarik dan memotivasi konsumen untuk membeli produk dari perusahaan. Kata Kunci: impulsive buying, hedonic shopping motivation, sales promotion Abstract Online shopping is an easy alternative, but it also triggers impulsive buying. Hedonic shopping motivation and sales promotion play an important role in influencing impulsive buying without considering long-term utility. The aim is to understand the influence of hedonic shopping motivation and sales promotion, as well as how sales promotion influences hedonic shopping motivation among H&M customers who shop online. This research was conducted using a quantitative method using structural equation model (SEM) and partial least square (PLS) analysis. Data was collected through a questionnaire filled out by 100 valid respondents. The results of the analysis show that hedonic shopping motivation has a significant positive effect on impulsive buying. Sales promotion also has a significant positive effect on impulsive buying. Furthermore, sales promotion has a significant positive effect on hedonic shopping motivation. The results of this study are expected to be used by the company to maintain and develop the company's sales to attract and motivate consumers to buy products from the company. Keywords: impulsive buying, hedonic shopping motivation, sales promotion PENDAHULUAN Penyebaran virus COVID-19 memberikan perubahan besar dalam alur perdagangan. Dahulu perdagangan hanya dilakukan secara langsung oleh penjual dan pembeli, namun setelah berkembangnya zaman dan dipengaruhi oleh aturan-aturan yang