The results showed that hedonic motivation, online price, and online trust affect the intention to purchase online, then online price affects hedon-ic motivation, and access to online information affects online trust. This research was analyzed using SEM (Structural Equation Modeling) with SPSS 25 software and AMOS 22 soft-ware. The results of this research show that hedonic motives and shopping lifestyle have a significant influence on impulse buying. The causal research-based research was tested empirically using question-naire data totaling 150 respondents. This study aims to determine the effect of hedonic motivation, price, information and trust on online purchase intention on Tokopedia consumers in Surabaya. Tokopedia is one of the trending online shopping platforms and is most in demand by the people of Surabaya during the Covid-19 pandemic where the highest number of engagements on Facebook and Twitter social media is 146,427. The model describes how intrinsic motivations are more prominent in a process-oriented context, than outcome-oriented extrinsic motivation that are. The devel-opment of technology has had a lot of positive impacts that make it easier for people’s lives to shop online to meet the needs of life. Interest in the effects of motivation led to the development of the hedonic motivation system adoption model (Lowry, Gaskin, Twyman, Hammer and Roberts, 2012). Survey data were collected using a store intercept method from 212 consumers of a retail store offering outdoor merchandise.

The Covid-19 pandemic has changed human behavior and habits. hedonic motivation) moderated the relationship between these characteristics and consumers positive emotional responses were also examined. In: 20th INSYMA (International Symposium on Management), 15-16 Maret 2023, Bangkok Thailand. The Impact of Hedonic Motivation, Price, Information and Trust on Tokopedia Purchase Intention. Sutandyo, Elyza Novelia and Ardiansyahmiraja, Bobby and Marciano, Deddy and Indarini, Indarini

Hedonic motivation