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Muhammad Anugerah Ramadhan
Muhammadiyah University of Sidoarjo, Indonesia
Economics, Econometrics & Finance Environmental Science

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THE ROLE OF HEDONIC SHOPPING MOTIVATION AND PROMOTION IN SHAPING ONLINE IMPULSIVE BUYING: THE MEDIATING EFFECT OF SHOPPING ENJOYMENT IN GENERATION Z Muhammad Anugerah Ramadhan; Muhammad Yani; Mochamad Rizal Yulianto; Rita Ambarwati Sukmono
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 12 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i12.465

Abstract

Objective: The development of e-commerce has encouraged changes in consumer shopping behavior that was previously offline and is now done online, especially in Generation Z who tend to do Impulsive Buying. This study aims to analyze the influence of Hedonic Shopping Motivation and Promotion on Online Impulsive Buying with Shopping Enjoyment as a mediating variable. Method: The study used a quantitative approach with a survey method of 150 Generation Z respondents who actively shop through e-commerce platforms. The data was analyzed using the Partial Least Square Structural Equation Modeling (PLS SEM) method. Results: The results of the study show that Hedonic Shopping Motivation and Promotion have a positive and significant effect on Online Impulsive Buying. In addition, Shopping Enjoyment has been shown to have a significant effect on Online Impulsive Buying and is able to mediate the influence of Hedonic Shopping Motivation and Promotion on this behavior. Novelty: These findings confirm that emotional aspects, engaging promotions and shopping experiences have an important role in shaping Generation Z's impulsive buying behavior.
Co-Authors Mochamad Rizal Yulianto Muhammad Yani Rita Ambarwati Sukmono