The Impact of Hedonic Shopping Value and Shopping Lifestyle on Impulsive Buying Mediated by Positive Emotion among Online Marketplace Users in Pekanbaru
DOI:
https://doi.org/10.58812/wsis.v1i10.287Keywords:
Hedonic Shopping Value, Shopping Lifestyle, Positive Emotions, Impulsive BuyingAbstract
This study examined the influ ence of hedonic shopping value and shopping lifestyle on impulsive buying among online marketplace users in Pekanbaru, Indonesia. The study used path analysis to analyse data from 112 respondents and found that hedonic shopping value had no significant effect on impulsive buying, while shopping lifestyle had a positive and significant relationship with impulsive buying. Additionally, hedonic shopping value had a positive and significant effect on positive emotions. The results suggest that to decrease impulsive buying, it is important to focus on creating a positive shopping experience and consider the shopping lifestyle of consumers.
References
D. S. Wuisan and T. Handra, “Memaksimalkan Strategi Marketing Online Digital Advertising,” Startupreneur Bisnis Digit. (SABDA, vol. 2, no. 1, pp. 22–30, 2023, [Online]. Available: https://journal.pandawan.id/sabda/article/view/275/256
D. Hariyanti, “Frekuensi Belanja Online Masyarakat Indonesia,” katadata.co.id. Accessed: Oct. 09, 2023. [Online]. Available: https://databoks.katadata.co.id/datapublish/2022/07/29/frekuensi-belanja-online-masyarakat-indonesia
N. U. Umroh, I. M. B. Dwiarta, and E. Purnaningrum, “Pengaruh Hedonic Shopping Value, Shopping Lifestyle, dan Promosi Flash Sale Shopee Terhadap Impulse Buying Pada Masyarakat Desa Mulung Kecamatan Driyorejo Kabupaten Gresik,” J. Sustain. Bus. Res., vol. 3, no. 2, pp. 10–20, 2022.
C. Supriadi, “[Survei] Antusiasme dan Perilaku Belanja Masyakarat Indonesia,” marketing.co.id. [Online]. Available: https://marketing.co.id/survei-antusiasme-dan-perilaku-belanja-masyakarat-indonesia/
R. K. Wandira, F. Rohman, and M. T. Syamsuddin, “How does hedonic shopping value affect impulsive buying? An empirical study on e-commerce in Indonesia,” Int. J. Innov. Creat. Chang., vol. 9, no. 8, pp. 154–166, 2019, [Online]. Available: www.ijicc.net/images/vol9iss8/9811_Wandira_2019_E_R.pdf
F. D. Davis, “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Q., vol. 13, no. 3, pp. 319–340, Oct. 1989, doi: 10.2307/249008.
M. B. Holbrook and E. C. Hirschman, “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,” J. Consum. Res., vol. 9, no. 2, pp. 132–140, Sep. 1982, doi: 10.1086/208906.
M. J. Arnold and K. E. Reynolds, “Hedonic shopping motivations,” J. Retail., vol. 79, no. 2, pp. 77–95, 2003, doi: https://doi.org/10.1016/S0022-4359(03)00007-1.
N. A. Putri, “Pengaruh brand knowledge dan hedonic shopping value terhadap impulse buying dengan positive emotion sebagai moderasi,” in Seminar Inovasi Manajemen Bisnis dan Akuntansi (SIMBA) II, Madiun: FEB Universitas PGRI Madiun, 2020, pp. 1–17. [Online]. Available: http://prosiding.unipma.ac.id/index.php/SIMBA/article/viewFile/1844/1583
N. F. Andani and H. Soesanto, “Analisis engaruh Utilitarian Shoing Value dan Hedonic Shoing Value terhadap Intent to Online Repurchase dengan Peran Perceived Value sebagai Mediator,” Diponegoro J. Manag., vol. 4, no. 2, pp. 1–12, 2015, [Online]. Available: https://ejournal3.undip.ac.id/index.php/djom/article/view/13058
M. Levy, B. Weltz, and D. Grewal, Retailing Management, 11th ed. McGraw Hill Publishing, 2023.
G. T. Gunawan and T. Sitinjak, “Pengaruh Keterlibatan Fashion dan Gaya Hidup Berbelanja terhadap Pembelian Impulsif (Studi terhadap Remaja dan Pemuda DKI Jakarta),” J. Manaj., vol. 7, no. 2, pp. 109–123, 2018, [Online]. Available: http://jurnal.kwikkiangie.ac.id/index.php/JM/article/view/482
J. P. Peter and J. C. Olson, Consumer Behavior and Marketing Strategy: Perilaku Konsumen dan Strategi Pemasaran, 9th ed. Jakarta: Erlangga, 2014.
D. Pradiatiningtyas, “Analisa Pengaruh Hedonic Shopping Value, Shopping Lifestyle, dan Positive Emotion terhadap Impulse Buying Konsumen dalam Melakukan Pembelian Online di Marketplace,” J. Speed –Sentra Penelit. Eng. dan Edukasi, vol. 11, no. 2, pp. 1–8, 2019, [Online]. Available: http://speed.web.id/jurnal/index.php/speed/article/view/591/583
R. Arifianti and W. Gunawan, “Perilaku Impulse Buying di Masa Pandemi,” Sosioglobal J. Pemikir. dan Penelit. Sosiol., vol. 5, no. 1, pp. 43–60, 2021, doi: 10.24198/jsg.v5i1.30759.
E. Japarianto and Y. Monika, “Pengaruh Hedonic Shopping Value terhadap Impulse Buying dengan Shopping Lifestyle sebagai Moderator pada Online Shop Chocochips,” J. Manaj. Pemasar., pp. 1–10, 2020, [Online]. Available: http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/10146%0Ahttps://publication.petra.ac.id/index.php/manajemen-pemasaran/article/download/10146/9080
Y. Murni and M. A. Iqbal, “Analysis of Impulse Behavior in Online Shopping,” Int. J. Econ. Bus. Manag. Res., vol. 3, no. 07, pp. 152–167, 2019, [Online]. Available: https://www.ijebmr.com/uploads/pdf/archivepdf/2020/IJEBMR_415.pdf
F. Zayusman and W. Septrizola, “Pengaruh Hedonic Shopping Value dan Shopping Lifestyle terhadap Impulse Buying pada Pelaggan Tokopedia di Kota Padang,” J. Kaji. Manaj. dan Wirausaha, vol. 1, no. 1, pp. 360–368, 2019, [Online]. Available: https://ejournal.unp.ac.id/students/index.php/mnj/article/viewFile/5529/2855
I. Ghozali, Aplikasi Analisis Multivariate dengan Program IBM SPSS 25, 9th ed. Semarang: Badan Penerbit Universitas Diponegoro, 2018.
W. R. A. Putro, K. S. W. Nugraha, G. A. Wulandari, T. Endhiarto, and G. Wicaksono, “Mampukah Positive Emotion Memediasi Shopping Lifestyle dan Hedonic Shopping Value terhadap Impulse Buying Generasi Z,” in Prosiding Seminar Nasional Riset dan Inovasi, Bogor: Universitas Nusa Bangsa, 2023, pp. 68–78. doi: 10.31938/psnsri.v1i1.511.
S. W. Diah I. P and N. I. K. Wardhani, “Pengaruh Kualitas Website Dan Hedonic Shopping Terhadap Impulse Buying E-Commerce Blibli Di Surabaya,” Sci. J. Reflect. Econ. Accounting, Manag. Bus., vol. 6, no. 1, pp. 215–227, 2023, doi: 10.37481/sjr.v6i1.636.
L. S. Purnamasari, B. Sumantri, and V. Agustiani, “Pengaruh Shopping LIfestyle dan Hedonic Shopping Motivation terhadap Impulse Buying pada Shopee.co.id,” CAKRAWALA Repos. IMWI, vol. 4, no. 1, pp. 36–48, 2021, doi: 10.52851/cakrawala.v4i1.69.
R. . Nurlinda and D. Christina, “Peran Positive Emotion Sebagai Mediator Hedonic Shopping dan Shopping Lifestyle Terhadap Impulse Buying di Lazada,” J. Ris. Manaj. dan Bisnis, vol. 5, no. 1, pp. 231–244, 2020, [Online]. Available: http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/380
G. Wijayanto, A. Pramadewi, J. Jushermi, A. A. Pratiwi, and M. Syafi’i, “The Effect of Sales Promotion and Shopping Lifestyle on Impulse Buying with Positive Emotion as a Mediating Variable for Shopee Customers in Pekanbaru City,” J. Multidisiplin Madani, vol. 3, no. 2, pp. 425–432, 2023, doi: 10.55927/mudima.v3i2.2389.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Adelia Dwi Anggita, Henni Noviasari, Sri Wahyuni Wildah, Prima Andreas Siregar
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Facebook 
Instagram 
Twitter 
Youtube 
+62 821 1557 5700 
info@westscience-press.com 