PENGARUH MOTIVASI BELANJA HEDONIS DAN GAYA HIDUP TERHADAP PEMBELIAN IMPULSIF DI MINISO DENGAN EMOSI POSITIF SEBAGAI MEDIASI

This study aims to determine the effect of hedonic shopping motivation and lifestyle on impulsive buying in Miniso with positive emotions as a mediating variable. This study was conducted on Miniso consumers in Mall Olympig Garden (MOG) and Malang Town Square (MATOS) with a total of 96 respondents, using accidental sampling techniques. The method used is a quantitative approach with multiple linear regression analysis and the Sobel test for mediation analysis. The results of the study indicate that hedonic shopping motivation and positive emotions have a positive and significant effect on impulsive buying, Lifestyle does not have a significant effect on impulsive buying. In addition, positive emotions are proven to play a role as a mediating variable in the relationship between hedonic shopping motivation and impulsive buying. However, positive emotions do not mediate lifestyle on impulsive buying