Pengaruh Hedonic Shopping Motivation , Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying (Studi Kasus Pada Pengguna Online Shop Shopee Angkatan 2021 Di Universitas Islam Malang)

Abstract

Abstract

This study aims to analyze and explain the influence of hedonic shopping motivation, shopping lifestyle, and fashion involvement on impulse buying among shopee online shop users. Given the proliferation of easy access to online shopping and the strong influence of lifestyle and attachment to fashion, it is crucial to understand how these variables affect unplanned purchasing decisions. This research takes a case study on students from the 2021 cohort at the Islamic University of Malang who are active shopee users. The research employed a quantitative approach using the Purposive Sampling technique for sample selection, resulting in 107 respondents. Data collection was conducted through questionnaires and analyzed using Multiple Linear Regression Analysis. The results show that hedonic shopping motivation, shopping lifestyle, and fashion involvement significantly influence impulse buying partially. Furthermore, simultaneously, the three variables were also proven to have a significant influence on Impulse Buying. This study recommends that the drive for pleasure-seeking (hedonic), shopping lifestyle, and emotional involvement in fashion are the main motivating factors for impulsive purchasing behavior among young consumers.

Keywords: Impulse Buying, Hedonic Shopping Motivation, Shopping Lifestyle, Fashion Involvement, Shopee.