The Influence of Hedonic Shopping Motivation and Shopping Lifestyle Moderated by Social Media Marketing on Impulsive Buying among Shopee Consumers

Abstract

This research aims to determine the influence of hedonic shopping motivation and shopping lifestyle on impulse buying moderated by social media marketing among Shopee consumers. The research uses a quantitative approach to explain the causal relationship between variables. A sample of 78 people was taken purposively with the criteria of having purchased fashion items on the Shopee application from the population of Surabaya residents aged 17-35 years. Data collection was carried out by interviews via questionnaires. Data analysis using path analysis was tested with the help of SmartPLS 3.0 software. The test results show that partially hedonic shopping motivation and shopping lifestyle have a positive effect on social marketing media. Social marketing media has no effect on impulse buying.

Social media marketing does not moderating the relationship between hedonic shopping motivation and shopping lifestyle on impulse buying. The lack of influence of social media marketing either directly on impulse buying or as a moderation of hedonic shopping motivation or shopping lifestyle can occur because social media marketing is less attractive. Advertising as a marketing medium needs to consider and pay attention to trends that motivate hedonic shopping and shopping lifestyles. Further research can be carried out in different periods, for example when the economy is growing to determine the consistency of the results. Additionally, it is necessary to consider whether social media marketing is a moderator variable or an antecedent variable