Pengaruh Motivasi Hedonis Terhadap Keputusan Pembelian Impulsif Dengan Gaya Hidup Berbelanja Sebagai Variabel Mediasi

The era of globalization and economic growth has opened up opportunities for domestic product markets to compete competitively. Such growth is driven by growing populations and increasing population consumption. This can be seen from shopping that has become a major feature of consumer life. It is even often found that the consumer may unwittingly do the shopping without planning or impulse buying. The study aims to analyze the impact hedonistic motivations may have on impulse purchasing decisions with a shopping lifestyle as mediation variables. The population and samples of this study are those of the customers who have made mpre than one impulsive purchase and of the number of sample respondents in the study as many as 150. The type of data used in this study is primary data. Data collection metdhod using a questionnaire. This study uses analysis conducted with SPSS that is the responders description analysis with frequency, test data instrument, classical assumption test, regression analysis, and path analysis. Analysis of the study suggests that hedonis motivation has a significant positive effect on shopping lifestyle, hedonis motivation has a significant positive effect on impulse purchasing decisions, shopping lifestyle has a significant positive effect on impulse purchasing decisions, and hedonis motivation has a significant positive effect on impulse purchase decisions mediated by shopping lifestyle