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Peran Moderasi Motivasi Hedonis pada Pengaruh Promosi Penjualan terhadap Niat Penggunaan Ulang Layanan Dompet Elektronik di Kalangan Milenial Zahra, Nafisah; Sanaji, Sanaji
Jurnal Ilmu Manajemen Vol 9, No 1 (2021)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (140.714 KB) | DOI: 10.26740/jim.v9n1.p57-67


This study aims to determine the role of moderation of hedonic motivation in sales promotion on repurchase intention to use e-wallets by millennials. This research uses an online survey method. The sampling technique used is judgmental sampling. The respondents are users of e-wallet branded OVO payments. The sample used was 215 respondents. Data is processed using Moderating Regression Analysis (MRA). This study indicates that sales promotions and hedonic motivation have a significant effect on repurchase intentions, but there is no significant relationship between sales promotions with hedonic motivation to strengthen the effect of sales promotions on repurchase intentions.