Pengaruh Hedonic Shopping, Shopping Lifestyle Dan Positive Emotion Terhadap Impulse Buying Pada Pelanggan Shopee Di Kota Surakarta

Murhandawanto, Hanif Asyrofa and , Edy Purwo Saputro, SE., M.Si. (2025) Pengaruh Hedonic Shopping, Shopping Lifestyle Dan Positive Emotion Terhadap Impulse Buying Pada Pelanggan Shopee Di Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the influence of hedonic shopping, shopping lifestyle, and positive emotion on impulse buying among Shopee customers in Surakarta City. The background of this research is based on the increasing trend of impulsive buying behav-ior on e-commerce platforms, which is suspected to be triggered by various psychologi-cal factors and consumer lifestyles. A quantitative approach was used, employing pur-posive sampling techniques with 95 active Shopee users as respondents. The research instrument was a questionnaire, and data were analyzed using the PLS-SEM method through the SmartPLS software. The results indicate that all three independent variables—hedonic shopping, shopping lifestyle, and positive emotion—have a positive and significant effect on impulse buying. Among these, positive emotion was found to be the most dominant factor driving impul-sive purchasing behavior. These findings suggest that positive emotional experiences during online shopping play a crucial role in increasing spontaneous purchase deci-sions.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: hedonic shopping, shopping lifestyle, positive emotion, impulse buying, Shopee.
Subjects: H Social Sciences > HD Management, Business and Labor
H Social Sciences > HD Management, Business and Labor > Management > Marketing Management
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: HANIF ASYROFA MURHANDAWANTO
Date Deposited: 12 Aug 2025 04:45
Last Modified: 12 Aug 2025 04:45
URI: http://eprints.ums.ac.id/id/eprint/137569

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