THE EFFECT OF HEDONIC SHOPPING MOTIVATION AND SHOPPING LIFESTYLE ON IMPULSE BUYING THROUGH POSITIVE EMOTION AS A MEDIATING VARIABLE IN SHOPEE E-COMMERCE SERVICE USERS IN PADANG CITY
PENGARUH HEDONIC SHOPPING MOTIVATION DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING MELALUI POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI PADA PENGGUNA LAYANAN E-COMMERCE SHOPEE DI KOTA PADANG
Keywords:
HEDONIC SHOPPING MOTIVATION
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh hedonic shopping motivation dan shopping lifestyle terhadap impulse buying melalui positive emotion sebagai variabel mediasi pada pengguna layanan e-commerce shopee di Kota Padang. Dalam penelitian ini digunakan 170 sampel yang kemudian diolah menggunakan aplikasi Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa : (1) Hedonic shopping motivation memiliki pengaruh positif dan signifikan terhadap impulse buying, (2) Shopping lifestyle memiliki pengaruh positif dan signifikan terhadap impulse buying, (3) Positive emotion memiliki pengaruh positif dan signifikan terhadap impulse buying, (4) Hedonic shopping motivation memiliki pengaruh positif dan signifikan terhadap positive emotion, (5) Shopping lifestyle memiliki pengaruh positif dan signifikan terhadap positive emotion, (6) Hedonic shopping motivation memiliki pengaruh positif dan signifikan terhadap impulse buying yang dimediasi oleh positive emotion, (7)
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Andriani, L. A., & Harti. (2021). Pengaruh Emosi Positif, Potongan Harga, dan Kualitas Website Terhadap Pembelian Impulsif. Forum Ekonomi, 23(3), 454–462.
Andryansyah, M., & Arifin, Z. (2018). Pengaruh Hedonic Motives Terhadap Shopping Lifestyle dan Impulse buying (Survei Pada konsumen Hypermart Malang Town Square Yang Melakukan Pembelian Tidak Terencana). Jurnal Administrasi Bisnis (JAB), 57.
Anggraeni, A. A., Noviandi, A., Putra, A. M., Sanjaya, V. F., Manajemen, P., Islam, B., Raden, U., & Lampung, I. (2020). PENGARUH SHOPPING LIFESTYLE DAN VISUAL MERCHANDISING TERHADAP IMPULSE BUYING MELALUI EMOSI POSITIF. In Jurnal Enterpreneur dan Bisnis (JEBI) ISSN (Vol. 1, Issue 2).
Aprilia, R. S., Indrawati, & Rachmawati, I. (2022). The effect of hedonic shopping motivation and sales promotion on impulse buying through positive emotion as intervening variables on the marketplace shopee. In Sustainable Future: Trends, Strategies and Development (pp. 26–28). Routledge. https://doi.org/10.1201/9781003335832-7
Diah, A. M. (2019). The Influence of Hedonic Shopping Value and Store Atmosphere and Promotion of Impulse Buying through Positive Emotion on the consumer of Sogo Department Store in Samarinda.
Dwi Anggita, A., Noviasari, H., Wildah, W., & Siregar, A. (2023). The Impact of Hedonic Shopping Value and Shopping Lifestyle on Impulsive Buying Mediated by Positive Emotion among Online Marketplace Users in Pekanbaru. In West Science Interdisciplinary Studies (Vol. 01, Issue 10).
Dyah Pramesti, A., & Dwiridotjahjono, J. (2022). Pengaruh Hedonic Shopping Motivation Dan Shopping Lifestyle Terhadap Perilaku Impulse Buying Pada Pengguna Shopee Di Surabaya. 3(5), 945.
Hidayah, N., & Marlena, N. (2021). TheEffect of Hedonic Shopping Value and Atmosphere Store on Impulse Buying with Positive Emotion as Intervening Variables on Ketos Consumers(Kediri Town Square). Enrichment: Journal of Management, 11(1).
Hursepuny, C. V., & Oktafani, F. (2018). PENGARUH HEDONIC SHOPPING MOTIVATION DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PADA KONSUMEN SHOPEE_ID THE INFLUENCE OF HEDONIC SHOPPING MOTIVATION AND SHOPPING LIFESTYLE ON IMPULSE BUYING AT CONSUMERS SHOPEE_ID.
Imbayani, I. G. A., & Novarini, N. N. A. (2018). Jurnal Ilmiah Manajemen & Bisnis PENGARUH SHOPPING LIFESTYLE, FASHION INVOLVEMENT DAN POSITIVE EMOTION TERHADAP IMPULSE BUYING BEHAVIOR. 3(2). http://journal.undiknas.ac.id/index.php/manajemen
Kirana Wandira, R., Rohman, F., & Syamsuddin, M. T. (2019). How Does Hedonic Shopping Value Affect Impulsive Buying? An Empirical Study on E-Commerce in Indonesia. In International Journal of Innovation, Creativity and Change. www.ijicc.net (Vol. 9, Issue 8).
Levy, M., & Weitz, B. A. (2018). Retailing Man-agement New York: McGraw Hill Higher Education. (10th ed.).
Mardhiyah, R. S., & Sulistyawati. (2021). PENGARUH HEDONIC SHOPPING MOTIVATION DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING DENGAN EMOSI POSITIF SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen Perempuan E-Commerce Shopee di Kota Mojokerto). JABEISTIK: Jurnal An-Alitika Bisnis, Ekonomi, Sosial Dan Politik., 1(1), 9–21.
Mariyana, M., Djawoto, D., & Suhermin, S. (2023). The influence of hedonic shopping motivation and shopping lifestyle on impulse buying through positive emotion in e-commerce. Manajemen Dan Bisnis, 22(2), 25. https://doi.org/10.24123/jmb.v22i2.691
Noerviana, V., & Widyastuti. (2023). Pengaruh Hedonic Shopping Value dan Sales Promotion Terhadap Impulse Buying Dengan Emosi Positif Sebagai Variabel Mediasi (Studi Pada Pengguna Tokopedia). Jurnal Ilmiah Wahana Pendidikan, Oktober, 19, 796–808. https://doi.org/10.5281/zenodo.8418282
Nurlinda, R., & Christina, D. (2020). PERAN POSITIVE EMOTION SEBAGAI MEDIATOR HEDONIC SHOPPING DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING DI LAZADA under a Creative Commons Attribution (CC-BY-NC-SA) 4.0 license. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(1). http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/380
Pranggabayu, B., & Lestari Andjarwati, A. (2022). PENGARUH HEDONIC SHOPPING MOTIVATION DAN STORE ATMSOPHERE TERHADAP IMPULSIVE BUYING (STUDI PADA PENGUNJUNG MINISO TUNJUNGAN PLAZA). SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(6), 951–966. https://doi.org/10.54443/sibatik.v1i6.112
Rabbani, M. R., Wijayanto, G., & Novrianti, D. P. (2023). Pengaruh Hedonic Shopping Motivation dan Shopping Lifesytle Terhadap Impulse Buying Melalui Positive Emotion. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 2(3), 562–572. https://doi.org/10.21776/jmppk.2022.02.3.01
Putro, W. R. A., Nugraha, K. S. W., Wulandari, G. A., Endhiarto, T., & Wicaksono, G. (2023). MAMPUKAH POSITIVE EMOTION MEMEDIASI SHOPPING LIFE STYLE DAN HEDONIC SHOPPING VALUE TERHADAP IMPULSE BUYING GENERASI Z? In Pros Sem Nas S.R.I (Vol. 1, Issue 1)
Tran, V. D. (2022). Consumer impulse buying behavior: the role of confidence as moderating effect. Heliyon, 8(6). https://doi.org/10.1016/j.heliyon.2022.e09672
Yi, S., & Jai, T. (2020). Impacts of consumers’ beliefs, desires and emotions on their impulse buying behavior: application of an integrated model of belief-desire theory of emotion. Journal of Hospitality Marketing & Management, 29(6), 662–681. https://doi.org/10.1080/19368623.2020.1692267
Yuda Supriatna, Amarul Amarul, & Sabrina Handayani Pemungkasih. (2024). The Influence of Hedonic Shopping, Motivation Promotion on Impulse Buying Which Impact on Shopping Lifestyle. Green Inflation: International Journal of Management and Strategic Business Leadership, 1(2), 60–70. https://doi.org/10.61132/greeninflation.v1i2.54
Zakia, A., Adisti, A. A., & Asmarani, A. (2022). FAKTOR-FAKTOR YANG MEMPENGARUHI KELAS SOSIAL: GAYA HIDUP, DAYA BELI DAN TINGKAT KONSUMSI (Literature Review MSDM). 3(5). https://doi.org/10.31933/jimt.v3i
Published
2025-02-11
How to Cite
Fathurrizqi Aulia, & Thamrin. (2025). THE EFFECT OF HEDONIC SHOPPING MOTIVATION AND SHOPPING LIFESTYLE ON IMPULSE BUYING THROUGH POSITIVE EMOTION AS A MEDIATING VARIABLE IN SHOPEE E-COMMERCE SERVICE USERS IN PADANG CITY: PENGARUH HEDONIC SHOPPING MOTIVATION DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING MELALUI POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI PADA PENGGUNA LAYANAN E-COMMERCE SHOPEE DI KOTA PADANG. Santhet (Jurnal Sejarah Pendidikan Dan Humaniora), 9(1), 292-300. https://doi.org/10.36526/santhet.v9i1.5020
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