<![CDATA[This study aims to analyze the influence of hedonic motivation and shopping lifestyle on Generation Z’s impulsive buying behavior in fashion shopping activities on online marketplaces, with price discount as a mediating variable. The research adopts a quantitative approach using a survey method. The population consists of Generation Z individuals in Kolaka Regency who have previously purchased fashion products through online marketplaces. A total of 130 respondents were selected using purposive sampling based on predetermined criteria. Data were collected through questionnaires measured using a Likert scale. The data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS software. The results reveal that hedonic motivation has a positive and significant effect on impulsive buying behavior. Likewise, shopping lifestyle and price discount also have a positive and significant influence on impulsive buying. In addition, price discount were found to mediate the relationship between hedonic motivation and shopping lifestyle on impulsive buying behavior. These findings suggest that higher levels of hedonic motivation and a stronger shopping lifestyle increase consumers’ tendency to engage in impulsive buying, particularly when attractive price discount are offered by online marketplaces. Based on these results, online marketplaces and fashion businesses are encouraged to develop more engaging promotional strategies through price discount, interactive product displays, and enjoyable shopping experiences to enhance purchasing interest among Generation Z.]]>
