PENGARUH HEDONIC MOTIVE DAN SHOPPING ENJOYMENT TERHADAP IMPULSE BUYING YANG DIMEDIASI OLEH BROWSING PADA KONSUMEN BELANJA ONLINE DI YOGYAKARTA

Abstrak

Impulse buying does not only occur in offline store purchases, but also occurs in online stores. Impulse buying is described as a quick, spontaneous purchase followed by an emotional impulse.

This study aims to determine the influence of hedonic motive, shopping enjoyment and browsing as a mediation of impulse buying. Researchers develop a model of how emotional passion (hedonic motive) and pleasure that are felt during shopping (shopping enjoyment) through browsing can create the occurrence of impulse buying. Subjects in this study are consumers of online shopping in Yogyakarta, with a total sample of 100 respondents.

The model in the research was tested by using data analysis technique of Structural Equational Model (SEM) with Partial Least Square (PLS) and using SmartPLS 3.0 software. The results of this study indicate a positive and significant influence both directly from the variable hedonic motive and shopping enjoyment to impulse buying, as well as mediation of variable hedonic motive and shopping enjoyment to impulse buying mediated by browsing. This study is expected to add insight into impulse buying and variables such as hedonic motive, shopping enjoyment and browsing that can create the occurrence of impulse buying.

Keywords: Impulse buying, hedonic motive, shopping enjoyment and browsing.