Hedonic Shopping Motivation, Shopping Lifestyle and Digital Marketing Towards Impulse Buying Skintific Products in E – Commerce Shoppe

Abstract

The purpose of this study is to determine and analyze the influence of hedonic shopping motivation, shopping lifestyle, and digital marketing on impulse buying in the city of Surakarta. The quantitative approach used in this study is purposive sampling. The population in this study are consumers of skintific skincare who have purchased skintific products at least twice. The population in this study is not known with certainty. The sample in the study amounted to 200 respondents, the sampling technique in this study used purposive sampling. With the help of SmartPLS. data analysis in this study includes, Outer model analysis, convergent validity test, discriminant validity test, reliability test (composite reliability). Inner model analysis (structural model, R-Square R2 test, path significance test, hypothesis test, mediation (indirect effect), goodness of fit (Gof) test). The results of this study partially show that the variables of hedonic shopping motivation, shopping lifestyle and brand awareness, which are mediated by digital marketing variables, have a positive and significant effect on impulse buying, shopping lifestyle has a positive effect on impulse buying. Brand awareness has a positive effect on impulse buying. Hedonic shopping motivation, shopping lifestyle and brand awareness have an effect on impulse buying through mediation. Digital marketing has a positive and significant effect on impulse buying