PENGARUH HEDONIC MOTIVATION DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI (STUDI PADA PENGGUNA SHOPEE DI KOTA SURABAYA)

Abstract

This research aimed to find out the effect of hedonic motivation, shopping lifestyle, and positive emotions on impulse buying. Also, it aimed to find out the effect of hedonic motivation and shopping lifestyle on positive emotions. Moreover, it aimed to find out the indirect effect of hedonic motivation on impulse buying with positive emotion as the mediating variable. It aimed also to find out the indirect effect of a shopping lifestyle on impulse buying with impulse buying and positive emotion as mediating variables. Moreover, the population was Z Generation of Shopee consumers in Surabaya. The data analysis technique used PLS with SmartPLS 4.0. The result, directly, showed that hedonic motivation had a positive but insignificant effect on impulse buying; shopping lifestyle and positive emotion had a positive and significant effect on impulse buying; hedonic motivation and shopping lifestyle had a positive and significant effect on positive emotion. However, the result, indirectly, showed that hedonic motivation had a positive and significant effect on impulse buying with positive emotion as a mediating variable. In addition, the shopping lifestyle had a positive and significant effect on impulse buying with positive emotion as a mediating variable.