PENGARUH HEDONIC SHOPPING VALUE DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING PADA PENGGUNA SHOPEE

(Studi Kasus Mahasiswa Manajemen Universitas Putra Indonesia “YPTK” Padang)

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh Hedonic Shopping Value dan Shopping Lifestyle terhadap Impulse Buying dengan Positive Emotion sebagai variabel intervening pada pengguna Shopee, khususnya di kalangan mahasiswa Fakultas Ekonomi dan Bisnis, Program Studi Manajemen Universitas Putra Indonesia “YPTK” Padang. Penelitian ini menggunakan pendekatan kuantitatif dengan alat analisis SmartPLS untuk menganalisis data yang diperoleh dari 95 responden. Hasil penelitian menunjukkan bahwa Hedonic Shopping Value berpengaruh signifikan terhadap Positive Emotion. Shopping Lifestyle berpengaruh positif dan signifikan terhadap Positive Emotion. Hedonic Shopping Value berpengaruh positif dan signifikan terhadap Impulse Buying. Shopping Lifestyle berpengaruh signifikan terhadap Impulse Buying. Positive Emotion berpengaruh positif dan signifikan terhadap Impulse Buying. Hedonic Shopping Value berpengaruh signifikan terhadap Impulse Buying dengan Positive Emotion sebagai variabel intervening. Shopping Lifestyle berpengaruh positif dan signifikan terhadap Impulse Buying dengan Positive Emotion sebagai variabel intervening. Temuan ini menyarankan agar platform e-commerce seperti Shopee dapat meningkatkan loyalitas konsumen dan penjualan dengan meningkatkan pengalaman emosional dalam berbelanja, khususnya bagi konsumen yang dipengaruhi gaya hidup.

This research aims to analyze the influence of Hedonic Shopping Value and Shopping Lifestyle on Impulse Buying with Positive Emotion as an intervening variable among Shopee users, especially among students of the Faculty of Economics and Business, Management Study Program, Putra Indonesia University "YPTK" Padang. This research uses a quantitative approach with the SmartPLS analysis tool to analyze data obtained from 95 respondents. The research results show that Hedonic Shopping Value has a significant effect on Positive Emotions. Shopping Lifestyle has a positive and significant effect on Positive Emotions. Hedonic Shopping Value has a positive and significant effect on Impulsive Buying. Shopping Lifestyle has a significant effect on Impulse Buying. Positive Emotions have a positive and significant effect on Impulse Buying. Hedonic Shopping value has a significant effect on Impulse Buying with Positive Emotion as an intervening variable. Shopping Lifestyle has a positive and significant effect on Impulse Buying with Positive Emotion as an intervening variable. The findings suggest that e-commerce platforms such as Shopee can increase consumer loyalty and sales by enhancing the emotional experience of shopping, especially targeting lifestyle-driven consumers.