The Effect of Hedonic Shopping Motivation and Price Discount on Impulse Buying with Positive Emotion As an Intervening Variable (Study on Skintific Gen Z Consumers in the Shopee Application in Malang City)

Vanessa Devistian Kurnia Efendi (Universitas Islam Negeri Maulana Malik Ibrahim Malang)
Irmayanti Hasan (Universitas Islam Negeri Maulana Malik Ibrahim Malang)

Jurnal Ekonomi, Manajemen, Akuntansi
Vol. 5 No. 6: September 2026

This study aims to analyze the influence of hedonic shopping motivation and price discount on impulse buying with positive emotion as an intervening variable. The method used is quantitative research, with data collection techniques through surveys and questionnaires. The population in this study is Gen Z Skintific consumers in the Shopee application in Malang City. The sampling technique used non-probability sampling with the purposive sampling method, the sample number was 140 respondents. The results of the study show that hedonic shopping motivation, price discount, and positive emotion have a direct effect on impulse buying. Hedonic shopping motivation and price discounts have a direct influence on positive emotions. Hedonic shopping motivation and price discount affect impulse buying indirectly through positive emotions as a mediating variable.