These products are in the form of goods and services, however, the ease of online shopping has increased the number of Internet users. In the past, these activities were carried out at outlets or stores, presently, they are performed online.
#HEDONIC PURCHASE SERIES#
The interesting attributes associated with this study are hedonic shopping motivation and impulse buying that mediate the relationship between website quality and customer satisfaction of online shopping in Indonesia's marketplace.Īdvances in information technology have led to a series of innovative activities in the economy, particularly in buying and selling goods both conventionally and online. The findings of this study indicate that the nine proposed hypotheses are accepted, positively and significantly, directly or indirectly, which are supported by previous research to reinforce the findings that have been found. The statistical testing tool used is SPSS 26.0, with the effect between variables determined using Partial Least Square (SmartPLS 3.0). This is a structural equation research with data obtained from 177 students through an online questionnaire using a five-point Likert scale the selection criteria is having shopped online from various universities in Indonesia. Eight online marketplaces are the focus of this research.
The purpose of this research is to examine the effect of website quality, hedonic shopping motivation, and impulse buying on customers' satisfaction of online shopping in Indonesia.
Currently online activities provide opportunities for customers to get the desired needs. The sophistication of technology information has led to a series of innovative activities in the economy, particularly in buying and selling products and services both conventionally and online.
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