<![CDATA[This study examines the influence of Shopping Lifestyle, Price Discount, and Hedonic Shopping on Impulse Buying among Shopee users. A quantitative survey design was applied using purposive sampling. The study analyzed 215 respondents who met the research criteria. Data were collected through an online questionnaire using a five-point Likert scale and analyzed with Structural Equation Modeling-Partial Least Squares (SEM-PLS) using SmartPLS 4. The results show that Shopping Lifestyle has a positive and significant effect on Impulse Buying (path coefficient = 0.422; T = 2.957; p = 0.003). Price Discount has no significant effect (path coefficient = 0.028; T = 0.321; p = 0.748). Hedonic Shopping has a positive and significant effect (path coefficient = 0.329; T = 2.335; p = 0.020). The model explains 51.0% of the variance in Impulse Buying and demonstrates predictive relevance with Q²predict of 0.465. The findings indicate that shopping-oriented lifestyle and hedonic motives are more closely associated with impulsive purchasing than price discount in the observed sample.]]>
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