PENGARUH HEDONIC SHOPPING VALUE DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI MEDIASI (Studi Pada Konsumen Shopee di Kota Malang)

The phenomenon of the emergence of various online shopping or e-commerce applications in Indonesia has made it easier for the public to shop online. One of the most popular e-commerce applications in Indonesia is Shopee. The purpose of this study is to identify and analyze the effects of hedonic shopping value, shopping lifestyle, and positive emotion on impulse buying, to examine the influence of hedonic shopping value and shopping lifestyle on positive emotion, and to analyze the influence of hedonic shopping value and shopping lifestyle on impulse buying through positive emotion among Shopee consumers in Malang City. This study is using a quantitative approach. The population consists of Shopee users in Malang City, 100 respondents as the sample. The sampling technique is purposive sampling method. Data were collected using a questionnaire. The analysis technique using SEM-PLS. The results of the study show that hedonic shopping value, shopping lifestyle, and positive emotion have a positive and significant influence on impulse buying. Furthermore, hedonic shopping value and shopping lifestyle also have a positive and significant influence on positive emotion. Additionally, hedonic shopping value and shopping lifestyle have a positive and significant effect on impulse buying through positive emotion as a mediating variable.