<![CDATA[This study aims to examine the mediating role of credit card usage in the relationship between hedonic motivation and promotional programs on impulse buying behavior retail consumers. A quantitative approach, research was conducted in former Banyumas residency, including Banyumas, Banjarnegara, Purbalingga, and Cilacap involving a sample of 92 credit card users selected through purposive random sampling. Data analysis using the Partial Least Squares (PLS) method. Findings reveal that hedonic motivation does not significantly influence impulsive buying behavior. Promotional programs exert a positive and significant impact on impulsive purchasing. Furthermore, both hedonic motivation and promotional programs were found to have a positive and significant effect on credit card usage. Credit card usage, in turn, demonstrates a positive and significant effect on impulsive buying. Credit card usage fully mediates the relationship between hedonic motivation and impulsive buying, and serves as a partial mediator in the relationship between promotional programs and impulsive buying.]]>
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