The Influence of Hedonic Shopping, Motivation Promotion on Impulse Buying Which Impact on Shopping Lifestyle
DOI:
https://doi.org/10.61132/greeninflation.v1i2.54Keywords:
Hedonic_Shopping, Motivation_Promotion, Impulse_Buying Shopping_Lifestylev, MarketingAbstract
This research aims to analyze the influence of Hedonic Shopping Motivation and Promotion on Impulse Buying and Shopping Lifestyle. The research results show that Hedonic Shopping Motivation does not have a significant influence on Impulse Buying and Shopping Lifestyle with significance values of 0.835 and 0.793 (> 0.05) respectively. On the other hand, Promotion has a significant influence on Impulse Buying and Shopping Lifestyle with significance values of 0.004 and 0.000 (< 0.05) respectively. Additionally, Impulse Buying also has a significant influence on Shopping Lifestyle with a significance value of 0.000 (< 0.05). Path analysis reveals that the indirect influence of Hedonic Shopping Motivation is through Impulse Buying on Shopping Lifestyle is not significant, while the indirect influence of Promotion through Impulse Buying towards Shopping Lifestyle is significant. These findings emphasize the importance of promotional strategies in influencing consumer impulse shopping behavior and shopping lifestyles, and demonstrate the need for new approaches in understanding hedonic shopping motivations.
Downloads
References
Wahyuni, R. S., & Setyawati, H. A. (2020). The influence of sales promotion, hedonic shopping motivation, and shopping lifestyle against impulse buying on e-commerce Shopee. JIMMBA, 2(2), 2721-2777.
Tuzzahra, MN, & Tirtayasa, S. (2020). The Influence of Hedonic Shopping Motivation, Shopping Lifestyle and Fashion Involvement on Impulse Buying among Zalora Customers in Medan City. Salman Journal (Social And Management), 1 (2), 31–42. Http://Jurnal.Fisarresearch.Or.Id/Index.Php/Salman/Index.
Tuzzahra, M. N., & Tirtayasa, S. (2020). The influence of hedonic shopping motivation, shopping lifestyle, and fashion involvement on impulse buying among Zalora customers in Medan City. Salman Journal (Social and Management), 1(2), 31-42. Retrieved from http://jurnal.fisarresearch.or.id/index.php/salman/indexPurnamasari, LS, Somantri, B., & Agustiani, V. (2021). The Influence of Shopping Lifestyle and Hedonic Shopping Motivation on Impulse Buying at Shopee.Co.Id (Case Study in the Student Environment of Sukabumi City). Horizons – Imwi Repository, 4 (1), 1–13.
Tanjung, A. (2020). The influence of store atmosphere, location, and promotion on purchasing decisions. Pelita Bangsa Management Journal, 5(3), 1-18.
Tanjung, A. (2020). The Influence of Store Atmosphere, Location and Promotion on Purchasing Decisions. Pelita Bangsa Management Journal, 05 (03), 1–18.
Silvera, D. H., Lavack, A. M., & Kropp, F. (2008). Impulse buying: The role of affect, social influence, and subjective wellbeing. Journal of Consumer Marketing, 25(1), 23-33. https://doi.org/10.1108/07363760810845381
Silvera, D. H., Lavack, A. M., & Kropp, F. (2008). Impulse buying: The role of affect, social influence, and subjective wellbeing. Journal of Consumer Marketing, 25(1), 23-33. doi:10.1108/07363760810845381
Reni Suci Wahyuni, Harini Abrilia Setyawati (2020), The Influence of Sales Promotion, Hedonic Shopping Motivation and Shopping Lifestyle Against Impulse Buying On Ecommerce Shopee, JIMMBA vol 2 No 2 Online ISSN (e-ISSN) : 2721-2777
Purnamasari, L. S., Somantri, B., & Agustiani, V. (2021). The influence of shopping lifestyle and hedonic shopping motivation on impulse buying at Shopee.co.id (Case study in the student environment of Sukabumi City). Horizons – IMWI Repository, 4(1), 1-13.
Park, J., Kim, J., & Forney, J. A. (2006). A structural model of fashion-oriented impulse buying behavior. Journal of Fashion Marketing and Management, 10(4), 433-446. https://doi.org/10.1108/13612020610701965
Ni Putu Inten Nindya Paramitha, Sulhaini, & Akhmad Saufi. (2022). The influence of hedonic shopping and utilitarian values on impulse buying moderated by gender in the market. International Journal of Multicultural and Multireligious Understanding, 9(2), 2364-5369.
Natalie, A., & Japarianto, E. (2019). Analysis of the influence of fashion involvement on impulse buying through hedonic value at H&M Store Pakuwon Mall Surabaya. Journal of Marketing Management, 13(1), 40-46. https://doi.org/10.9744/pemasaran.13.1.40-46
Liharman Saragih, S. E., Lili Fadli Muhamad, S. A. g., Fransiskus Korosando, S. P. d., Siti Nurkomariyah, S. St., Annisa Indah Mutiasari, S. E., Sri Umiatun Andayani, S. S. os., & Riko Herdiansah, S. (2023). Basic Concepts of Marketing Management (PT Cahyono, Ed.). Independent Noble Scholars.
Kwon, W. S., & Jain, L. (2009). Multichannel shopping through nontraditional retail formats: Variety-seeking behavior, the hedonic shopping experience, and shopping motivation. Journal of Marketing Channels, 16(2), 149-168. https://doi.org/10.1080/10466690902804119
Hansel, & Elangovan. (2021). Impulsive buying during flash sales on e-commerce sites and the ramification of flash sales on shopping. Ushus Journal of Business Management, 20(4), 27-43. https://doi.org/10.12725/ujbm.57.3
Dimas, B. (2022). Apjii: Indonesian Internet Users Will Reach 210 Million in 2022. Retrieved from https://dataindonesia.id/digital/detail/apjii-pengguna-internet-indonesia-tembus-210-juta-pada-2022
Dawson, S., & Kim, M. (2009). External and internal triggers cues of impulse buying online. Direct Marketing: An International Journal, 3(1), 20-34. https://doi.org/10.1108/17505930910945714
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95. https://doi.org/10.1016/S0022-4359(03)00007-1
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Green Inflation: International Journal of Management and Strategic Business Leadership
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
