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All Journal Jurnal Manajemen Terapan dan Keuangan Excellent Jurnal Minds: Manajemen Ide dan Inspirasi Jurnal Ekonomi & Studi Pembangunan Benefit: Jurnal Manajemen dan Bisnis Syntax Literate: Jurnal Ilmiah Indonesia SEIKO : Journal of Management & Business Journal on Education ISOQUANT : Jurnal Ekonomi, Manajemen dan Akuntansi YUME : Journal of Management JURNAL MANAJEMEN BISNIS PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Jurnal Ekonomi dan Bisnis Dharma Andalas JURNAL LENTERA BISNIS Jurnal Ilmiah Edunomika (JIE) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Orientasi Bisnis dan Entrepreneurship Community Empowerment Jurnal Bisnis dan Manajemen (JBM) Jurnal Bina Bangsa Ekonomika International Journal of Management Science and Information Technology (IJMSIT) Jurnal Ekonomika: Manajemen, Akuntansi & Perbankan Syari'ah Journal of Management and Digital Business Prosiding University Research Colloquium Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) International Journal of Economics (IJEC) Eduvest - Journal of Universal Studies Innovative: Journal Of Social Science Research Paradoks : Jurnal Ilmu Ekonomi Southeast Asian Business Review IIJSE JMMR (Jurnal Medicoeticolegal dan Manajemen Rumah Sakit) Majapahit Journal of Islamic Finance and Management Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Majapahit Journal of Islamic Finance dan Management Advances in Management & Financial Reporting JER Benefit: Jurnal Manajemen dan Bisnis
Rini Kuswati
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Neuroscience Nursing Public Health Social Sciences Other

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Journal : Eduvest - Journal of Universal Studies

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The Effect of Hedonic Motivation and Positive Affect on Impulsive Buying Behavior Mediated by Shopping Lifestyle Saputra, Rosa Nur Maulia; Kuswati, Rini
Eduvest - Journal of Universal Studies Vol. 4 No. 12 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i12.43133

Abstract

The rapid advancement of technology has significantly influenced consumer behavior, leading to increased impulsive buying in e-commerce platforms. This study explores the impact of hedonic motivation and positive affect on impulsive buying behavior, mediated by shopping lifestyle. A quantitative research method was used, involving 160 respondents from Surakarta who actively use the Shopee application. Data were analyzed using Partial Least Square (PLS) with SmartPLS software. The results show that hedonic motivation does not have a direct significant effect on impulsive buying; however, positive affect significantly influences impulsive purchases. Additionally, hedonic motivation does not significantly affect shopping lifestyle, whereas positive affect does. Shopping lifestyle was found to have a significant effect on impulsive buying, but it does not mediate the relationship between hedonic motivation and impulsive buying or between positive affect and impulsive buying. These findings suggest that positive emotional experiences during shopping play a crucial role in driving impulse purchases, while hedonic motivations may require stronger mediating factors to influence impulsive buying behavior.
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