Hedonic Shopping Motivation on Impulsive Buying Fashion Products with Shopping Lifestyle Mediation of Shopee Users in Generations Y and Z

Abstract

The occurrence of competition between marketplaces has caused Shopee to experience declining consumers. Online businesses are required to be able to understand the needs and desires of consumers. One of the ways to form an impulse purchase is to provide a stimulus that can create hedonic shopping motivation for consumers because when consumers feel happy and excited when shopping, they accidentally make it easier to buy. In addition, consumers have hedonic shopping motivations, such as the pleasure of searching for products and the habit of following the latest trends that can encourage someone to make a sudden purchase. This study aims to identify, analyze and explain the effect of hedonic shopping motivation on impulsive purchases through a shopping lifestyle. As with the pre-research results, a population of 130 management students class of 2019 at Buana Perjuangan Karawang University was obtained using the Shopee marketplace. This population was used as a sample. This type of research is quantitative, with primary data analyzed descriptively and verifiably using the Partial Least Square (PLS) analysis tool with SmartPLS 3.0 software. Based on the results, it is found that hedonic shopping motivation has a significant positive effect on impulsive purchases. The shopping lifestyle variable has a significant positive impact on impulsive buying. The hedonic shopping motivation variable has a significant positive effect on impulsive buying through the mediation of a shopping lifestyle.