Hedonic Shopping Mediation on Impulse Buying Determinants

Abstract

The purpose of this study is to prove the role of hedonic shopping in mediating discounts and shopping lifestyles towards impulse buying. The population of this study is the overall consumers of The Body Shop. The sampling method in this study uses accidental sampling. Data collection tools used were questionnaires with a total sample of 100 respondents. Data analysis method uses path analysis and the Sobel test. The results of this study indicate that the mediating role of hedonic shopping on discount and shopping lifestyle as a determinant of impulse buying is proven significant. The total effect of the discount and shopping lifestyle variables on Impulse Buying through Hedonic Shopping is greater than the coefficient of direct and indirect influence. Based on the Sobel Test calculation results prove that the hedonic shopping variable can mediate the impact of the variable discount and shopping lifestyle as a determinant of impulse buying.