JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

The Influence of Hedonic Shopping Value and Sales Promotion on Impulse Buying Through Urge to Buy Impulsively as a Mediating Variable

Fitriani, Nur Afika (Unknown)
Sudarmiatin (Unknown)
Winarno, Agung (Unknown)

Article Info

Publish Date
12 Jun 2026

Abstract

This study examines the influence of hedonic shopping value and sales promotion on impulse buying through urge to buy impulsively among Shopee Live Streaming users in Malang City. Using a quantitative approach, data were collected from 385 respondents through questionnaires and analyzed using SEM-PLS with SmartPLS 4.0. The results show that hedonic shopping value significantly affects impulse buying and urge to buy impulsively, while sales promotion only significantly affects urge to buy impulsively. Urge to buy impulsively significantly mediates impulse buying behavior. The findings highlight the importance of emotional and psychological factors in live-streaming e-commerce. Keywords: Hedonic Shopping Value; Sales Promotion; Urge to Buy Impulsively; Impulse Buying; Shopee Live Streaming

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...