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All Journal Asian Journal of Management, Entrepreneurship and Social Science Maneggio
Budiyanto Budiyanto
Sekolah Tinggi Ilmu Ekonomi Indonesia Surabaya
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Maneggio

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The Influence of Shopping Motives on Impulse Buying Through Shopping Lifestyle on Tokopedia in Indonesia Sukma Irdiana; Budiyanto Budiyanto; Suhermin Suhermin
Maneggio Vol. 2 No. 4 (2025): AUGUST-MJ
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/k8qfrm08

Abstract

This study aims to analyze the influence of shopping motives on impulse buying with shopping lifestyle as a mediating variable among Tokopedia users in Indonesia. This study uses a quantitative method with an explanatory research approach. The research sample is Tokopedia users who have made transactions at least twice in the last six months, with a total of 200 respondents selected through purposive sampling. The research instrument is an online questionnaire with a Likert scale, and the data are analyzed using Structural Equation Modeling (SEM-PLS). The results show that shopping motives have a positive and significant effect on impulse buying, shopping motives have a positive and significant effect on shopping lifestyle, and shopping lifestyle has a positive and significant effect on impulse buying. Shopping lifestyle is proven to partially mediate the relationship between shopping motives and impulse buying. This finding provides a theoretical contribution in strengthening the literature on consumer behavior in the digital era, as well as practical implications for Tokopedia in designing consumer lifestyle-based marketing strategies to increase impulse buying.                 
Co-Authors Abdul Talib Bon Irdiana, Sukma Muhammad Sofyan Do Musa Okto Aditya Suryawirawan Suhermin, Suhermin