The Influence of Visual Merchandising and Hedonic Motivation on Impulse Buying Through Shopping Enjoyment as an Intervening Variable

Consumer behavior in the market is highly dependent on ever-changing trends, making some people more hedonistic and motivated to constantly update their daily style by making unplanned purchases. It also influences the impulsive shopping habits of consumers.This study aimed to analyze the effect of visual merchandising and hedonic motivation on impulse buying mediated by shopping enjoyment. The sampling technique used in this study was purposive sampling, with a total sample of 226 respondents who used H&M products as one of the branded products in Indonesia. The analysis in this study was carried out using the Structural Equation Modeling (SEM) method through AMOS 26. The main finding of this study was to show that visual merchandising, hedonic motivation, and shopping enjoyment had a positive and significant effect on consumer impulse buying when purchasing branded goods