Analisis Fashion Involvement dan Hedonic Shopping Motivation Serta Pengaruhnya Terhadap Inflasi dan Impulsive Buying pada E-commerce Shopee

Williyanto Sakunab (Universitas Teknologi Surabaya)
Agus Purbo Widodo (Universitas Teknologi Surabaya)
Heri Sudarsono (Universitas Teknologi Surabaya)

Optimal: Jurnal Ekonomi dan Manajemen
Vol. 5 No. 3 (2025): Jurnal Ekonomi dan Manajemen

This study aims to explore the impact of Fashion Involvement and Hedonic Shopping Motivation on Impulsive Buying, with Inflation positioned as a mediating factor, within the framework of Shopee's e-commerce environment. The research is motivated by the growing digital shopping trend, particularly in fashion consumption among students, which is suspected to affect price dynamics and drive spontaneous purchasing behavior. Data were gathered through questionnaires distributed to 150 students from Universitas Teknologi Surabaya who are active Shopee users. The data were analyzed using Structural Equation Modeling (SEM) with AMOS software support.Fashion Involvement and Hedonic Shopping Motivation significantly influence inflation, particularly in the context of fashion consumption on the Shopee e-commerce platform. Inflation directly contributes to Impulsive Buying behavior, as shifts in actual or perceived prices generate psychological pressure that accelerates unplanned purchasing decisions. While Fashion Involvement and hedonic motives do not directly affect Impulsive Buying, they exert an indirect influence through inflation as a mediating variable.