The Influence of Discount, Hedonic Shopping Value, and Shopping Lifestyle on Impulse Buying in Purchasing Erigo Fashion Products Through Shopee E-Commerce

Authors

  • Jemima Indrianti Department of Management, Faculty of Economics, Business, and Humanities, Universitas Trilogi, Jakarta, Indonesia
  • Yocky Pramudya Ananda Department of Management, Faculty of Economics, Business, and Humanities, Universitas Trilogi, Jakarta, Indonesia
  • Hendyansyah Putra Department of Management, Faculty of Economics, Business, and Humanities, Universitas Trilogi, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/gmbr.v2i2.785

Keywords:

Discount, Hedonic Shopping Value, Impulse Buying, Shopping Lifestyle

Abstract

This study aims to analyze the effect of discount, hedonic shopping value, and shopping lifestyle on impulse buying in the purchase of Erigo fashion products through the Shopee e-commerce platform. This study employed a quantitative approach using an associative research method. The sample consisted of 150 respondents selected through purposive sampling. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 4.0 software. The results indicate that discount, hedonic shopping value, and shopping lifestyle have a positive and significant effect on impulse buying. The findings suggest that consumers' impulse buying behavior toward Erigo products on Shopee is influenced by price discounts, enjoyable shopping experiences, and consumers' shopping lifestyles.

References

biby, S. (2026). The Effect Of Fashion Involvement And Hedonic Shopping Values On Fashion Impulse Buying In Aceh : The Mediating Role Of Positive Emotions. 12(1), 328–339.

Fadly, S. (2023). Analysis Hedonic Shopping Lifestyle and E-Impulse Buying For Shopee Platform Users. Jurnal Bisnis Dan Manajemen, 10(2), 273–282. http://jurnal.unmer.ac.id/index.php/jbm

Farida, A. N., Susilawati, W., Ekonomi, F., & Garut, U. (2025). the Influence of Shopping Lifestyle and Hedonic Shopping. 8, 2034–2047.

Giveline, V. A., Japarianto, E., Nova, T., & Tandijaya, B. (2024). Pengaruh Hedonic Shopping Value terhadap Impulse Buying Melalui Shopping Lifestyle Sebagai Variabel Moderasi dari Bershka Pakuwon Mall. 18(October), 81–94.

Rook, D. W. (1987). 1987 Rook.pdf. In The Journal of Consumer Research (Vol. 14, Issue 2, pp. 189–199).

Tirtayasa, S., Nevianda, M., & Syahrial, H. (2022). The Effect of Hedonic Shopping Motivation, Shopping Lifestyle, and Fashion Involvement on Impulse Buying on Zalora Customers in Medan City. Daengku: Journal of Humanities and Social Sciences Innovation, 2(4), 559–566. https://doi.org/10.35877/454ri.daengku1113

APJII. (2025). Survei penetrasi internet Indonesia 2025. Asosiasi Penyelenggara Jasa Internet Indonesia.

Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644–656. https://doi.org/10.1086/209376

Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169–191. https://doi.org/10.1016/S0022-4359(99)80092-X

Cobb, C. J., & Hoyer, W. D. (1986). Planned versus impulse purchase behavior. Journal of Retailing, 62(4), 384–409.

Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54(2), 177–184. https://doi.org/10.1016/S0148-2963(99)00087-9

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage.

Jaya, I., & Ramdan, S. H. (2023). Pengaruh hedonic shopping motivation, price discount, dan shopping lifestyle terhadap online impulse buying pada marketplace Shopee dan Tokopedia. JEMBA: Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi, 2(2), 198–210.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education Limited.

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.

Mustajib, K. R. P., Hariasih, M., & Pebrianggara, A. (2024). Peran price discount, hedonic shopping motivation, dan shopping lifestyle terhadap impulse buying pada marketplace Shopee di Wilayah Jawa Timur. Competence: Journal of Management Studies, 18(1). https://doi.org/10.21107/kompetensi.v18i1.25312

Pandowo, M. H. C., Tumbuan, W. J. F. A., & Sumarauw, J. S. B. (2024). The influence of shopping lifestyle and hedonic shopping value on impulse buying in digital commerce. Journal of Distribution Science, 22(1), 35–46.

Widyawati, D. A., Chamidah, S., & Hartono, S. (2023). Pengaruh shopping lifestyle, hedonic shopping value, dan shopping emotion terhadap impulse buying pada konsumen Shopee. Jurnal Manajemen, 7(2), 11–19. https://doi.org/10.54964/manajemen.v7i2.215

Ananda, Y. P. (2022). Building and communicating brand by micro, small and medium enterprises (MSMEs). Journal of Economic Empowerment Strategy (JEES), 5(2), 68-81.

Downloads

Published

2026-09-27

How to Cite

Indrianti, J., Pramudya Ananda, Y., & Putra, H. (2026). The Influence of Discount, Hedonic Shopping Value, and Shopping Lifestyle on Impulse Buying in Purchasing Erigo Fashion Products Through Shopee E-Commerce. Greenation Management and Business Review, 2(2), 364–374. https://doi.org/10.38035/gmbr.v2i2.785

Issue

Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)

Section

Articles

License

Copyright (c) 2026 Jemima Indrianti, Yocky Pramudya Ananda, Hendyansyah Putra

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.