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All Journal Journal of Social Science Return : Study of Management, Economic and Bussines
Gede Bayu Rahanatha
Fakultas Ekonomi dan Bisnis Universitas Udayana
Economics, Econometrics & Finance Social Sciences

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Determinants of Online Impulsive Buying Behaviour in Shopee E-Commerce (Study on Generation Z in Bali) Aryanti, I Gusti Ayu Amalia; Wardana, I Made; Suasana, I Gst. A. Kt. Gd.; Rahanatha, Gede Bayu
Return : Study of Management, Economic and Bussines Vol. 4 No. 7 (2025): Return: Study of Management, Economic and Business
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v4i7.382

Abstract

This study aims to analyze the effect of sales promotion, price discount, and hedonic motivation on online impulsive buying behavior, with positive emotion as a mediating variable, on Shopee e-commerce users from Generation Z in Bali Province. The approach used is associative quantitative with a survey method of 260 respondents selected through purposive sampling technique. Data collection was carried out using a questionnaire based on a Likert scale of 1-5, and data analysis using the Partial Least Square Structural Equation Modeling (SEM-PLS) method. The results showed that sales promotion, price discount, and hedonic motivation have a positive and significant effect on online impulsive buying behavior. In addition, these three variables also have a positive effect on positive emotion. Positive emotion is proven to have a significant influence on online impulsive buying behavior and partially mediates the relationship between sales promotion, price discount, and hedonic motivation on online impulse buying behavior. These findings support the Stimulus-Organism-Response (SOR) framework, which explains how external stimuli drive internal reactions in the form of positive emotions that ultimately trigger impulsive consumptive behavior. The implications of this study provide theoretical contributions in the development of SOR theory and practical contributions for e-commerce management, especially Shopee, in designing marketing strategies that are able to trigger positive emotions and encourage impulse purchases in the generation Z target market.
The Role Of Fear Of Missing Out In Mediating The Influence Of Hedonic Motivation On Compulsive Buying (Study On Marketplace Users In Denpasar City) Wiguna, Komang Gd Cahya; Aksari, Ni Made Asti; Rahanatha, Gede Bayu; Nurcaya , I Nyoman
Journal Of Social Science (JoSS) Vol 4 No 8 (2025): JOSS: Journal of Social Science
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/joss.v4i8.489

Abstract

Digital transformation has changed consumer behavior patterns, including an increase in marketplace users that encourage compulsive buying behavior among generation Z. Data from the Ministry of Trade of the Republic of Indonesia in 2024 shows that the number of marketplace users will increase from 38.72 million in 2020 to 58.63 million in 2023 and is predicted to reach 99.1 million in 2029. This study aims to determine the influence of hedonic motivation on compulsive buying and test the role of fear of missing out (FoMO) as a mediating variable. The research was conducted in Denpasar City with a quantitative approach and purposive sampling method on 100 marketplace user respondents. The analysis technique used is path analysis. The results of the study showed that hedonic motivation had a positive and significant effect on compulsive buying and FoMO. FoMO also has a positive and significant effect on compulsive buying and partially mediates the relationship between hedonic motivation and compulsive buying. The conclusions of this study show that hedonic motivation and FoMO play an important role in encouraging excessive shopping behavior in the marketplace.
Co-Authors Aryanti, I Gusti Ayu Amalia I Gst. A. Kt. Gd. Suasana I Made Wardana Ni Made Asti Aksari, Ni Made Asti Nurcaya , I Nyoman Wiguna, Komang Gd Cahya