Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal JURNAL ECONOMINA
Hanif Kurniadi
Universitas Sembilanbelas November Kolaka, Indonesia
Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Gen Z’s Impulsive Buying on Online Marketplaces for Fashion: The Role of Hedonic Motivation, Shopping Lifestyle, and Price Discount as Mediating Variables Aqila Zahra; Fitri Kumalasari; Hanif Kurniadi
JURNAL ECONOMINA Vol. 5 No. 9 (2026): JURNAL ECONOMINA, September 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/economina.v5i9.4293

Abstract

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.
Brand Awareness And Brand Image On Purchasing Decisions Product Men's Personal Care (Study On Kahf Skincare Users In The Regency Kolaka) Muh Muhaimin; Hanif Kurniadi; Niar Astaginy
JURNAL ECONOMINA Vol. 5 No. 9 (2026): JURNAL ECONOMINA, September 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/economina.v5i9.4303

Abstract

This study aims to determine the influence of brand awareness and brand image on purchasing decisions for men's personal care products under the Kahf brand in Kolaka Regency. This study uses a quantitative approach with a survey method. The research subjects were male consumers using Kahf products in Kolaka Regency, with a sample size of 110 respondents obtained using a purposive sampling technique. Data collection was carried out by distributing questionnaires with a Likert scale. The data analysis technique used was Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of SmartPLS software. The results of the study indicate that brand awareness has a positive and significant effect on purchasing decisions, and brand image also has a positive and significant effect on purchasing decisions. Which identifies that the higher the level of consumer awareness of the brand and the better the brand image they have, the more it will increase consumer purchasing decisions for Kahf products. Thus, it can be concluded that both variables the is an important factor that companies need to pay attention to in increasing consumer purchasing decisions for men's personal care products . that , the company recommended For Keep going increase awareness brand through consistent promotion across various media , strengthening Work The same with influencers, as well as maintain image brand through improvement quality and innovation product .
Co-Authors Aqila Zahra Fitri Kumalasari Muh Muhaimin Niar Astaginy