The Influence of Discount, Hedonic Shopping Value, and Shopping Lifestyle on Impulse Buying in Purchasing Erigo Fashion Products Through Shopee E-Commerce

Jemima Indrianti (Department of Management, Faculty of Economics, Business, and Humanities, Universitas Trilogi, Jakarta, Indonesia)
Yocky Pramudya Ananda (Department of Management, Faculty of Economics, Business, and Humanities, Universitas Trilogi, Jakarta, Indonesia)
Hendyansyah Putra (Department of Management, Faculty of Economics, Business, and Humanities, Universitas Trilogi, Jakarta, Indonesia)

Greenation Management and Business Review (GMBR)
Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)

This study aims to analyze the effect of discount, hedonic shopping value, and shopping lifestyle on impulse buying in the purchase of Erigo fashion products through the Shopee e-commerce platform. This study employed a quantitative approach using an associative research method. The sample consisted of 150 respondents selected through purposive sampling. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 4.0 software. The results indicate that discount, hedonic shopping value, and shopping lifestyle have a positive and significant effect on impulse buying. The findings suggest that consumers' impulse buying behavior toward Erigo products on Shopee is influenced by price discounts, enjoyable shopping experiences, and consumers' shopping lifestyles.