Hedonic Shopping Motivation, Shopping Lifestyle, Price Reduction Toward Impulse Buying Behavior in Shopping Center

The study aimed to determine the effect of hedonic shopping motivation, shopping lifestyle, price reduction on impulse buying behavior in Mall Bali Galeria Shopping Center Denpasar. The study population was visitors to Mall Bali Galeria. There were 90 sample respondents. Sampling using accidental sampling technique. The technique used for data collection using a questionnaire with a Likert scale measurement tool. The type of data used in the current study was qualitative and quantitative data. The data analysis method used was a validity test, reliability test, classic assumption test, and multiple linear regression analysis tests using the SPSS version 22.0 application. The study results stated that the variable hedonic shopping motivation, shopping lifestyle, price reduction has a positive and significant effect partially and simultaneously on impulse buying behavior in Mall Bali Galeria Shopping Center Denpasar