The Role of Hedonic Shopping Motivation and Promotion in Shaping Online Impulsive Buying: the Mediating Effect of Shopping Enjoyment in Generation Z
Peran Hedonic Shopping Motivation dan Promotion Dalam Membentuk Online Impulsive Buying: Efek Mediasi Shopping Enjoyment pada Generasi Z
DOI:
https://doi.org/10.21070/ups.10029Keywords:
Hedonic Motivation Shopping, Promotion, Online Impulsive Buying, Shopping EnjoymentAbstract
The development of e-commerce has driven changes in consumer shopping behavior from offline to online transactions, particularly among Generation Z, who tend to engage in impulsive purchasing. This study aims to analyze the effect of Hedonic Shopping Motivation and Promotion on Online Impulsive Buying, with Shopping Enjoyment as a mediating variable. The study employs a quantitative approach using a survey method involving 150 Generation Z respondents who actively shop through e-commerce platforms. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The results indicate that Hedonic Shopping Motivation and Promotion have a positive and significant effect on Online Impulsive Buying. In addition, Shopping Enjoyment has a significant effect on Online Impulsive Buying and is able to mediate the influence of Hedonic Shopping Motivation and Promotion on such behavior. These findings emphasize that emotional aspects and experiences play an important role in shaping Impulsive Buying behavior among Generation Z.
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