PENGARUH SHOPPING LIFESTYLE DAN SOCIAL MEDIA MARKETING TERHADAP IMPULSIVE BUYING DI SHOPEE MELALUI POSITIVE EMOTION (Studi Pada : Konsumen Gen Z dalam Produk Fashion)

In today’s digital era, impulsive buying has become a common behavior among online shoppers, especially Gen Z consumers. This study aims to examine the influence of shopping lifestyle and social media marketing on impulsive buying behavior, with positive emotion as a mediating variable. The focus of this research is Gen Z Shopee users in Malang, Indonesia, particularly those who purchase fashion products. The study employs a descriptive quantitative method with purposive sampling techniques. A total of 200 respondents aged 17–28 years who have made spontaneous purchases of fashion products on Shopee were surveyed through a structured online questionnaire. The collected data were tested for validity and reliability, and analyzed using SmartPLS, covering the outer model, inner model, and hypothesis testing. The results show that shopping lifestyle and social media marketing do not have a direct significant effect on impulsive buying. However, they do have a direct influence on positive emotions during shopping. These positive emotions, in turn, mediate the relationship between shopping lifestyle and social media marketing on impulsive buying behavior. This study highlights the psychological and emotional dimensions of online shopping, emphasizing the role of emotional triggers in marketing. It is recommended that marketers and business actors design engaging campaigns that stimulate positive emotions to enhance impulsive buying behavior, particularly in fashion product e-commerce.