OCTORIO, Romy (2022) The Influence of Hedonic Motivation, Peer Influence, and Perceived Ease of Use on Impulse Buying of Gofood Customers with Positive Emotion as a Mediation Variable. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This study aims to determine: (1) The influence of hedonic motivation on the impulse buying of Gofood consumers, (2) The influence of peers on the impulse buying of Gofood consumers, (3) The influence of perceived ease of use on the impulse buying of Gofood consumers, (4) The influence of positive emotions on the impulse buying of Gofood consumers, (5) The influence of positive emotions mediates hedonic motivation on the impulse buying, (6) The influence of positive emotions mediates peer influence on the impulse buying, (7) The influence of positive emotions mediates the perceived ease of use on the impulse buying. This research is a type of quantitative research on Gofood application users. The population used in this study is all Gofood consumers who have made a purchase at least once in the last month. Measurement of variables in this study using a Likert scale and hypothesis testing using the Structural Equation Model (SEM). The implication of this research is to increase impulse buying, Gofood must maintain and increase marketing impulses considering that there are already many food delivery applications in Indonesia. The marketing impulse given must be able to create positive emotions for consumers and be able to meet the needs and desires of consumers. Companies must continue to maintain and enhance their already good reputation, such as by maximizing applications, increasing reviews from previous customers, and sending speakers to conferences.

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