Vol. 1 No. 2 (2025): Advancing Digital Business and Entrepreneurship for a Sustainable Future
Articles

The Effect of Hedonic Shopping Motivation, Sales Promotion and Lifestyle on Impulse Purchases(Case Study on Shopee Consumers in Yogyakarta)

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  • Iskandar Hasan Sgr,
  • Sukasmanto
Iskandar Hasan Sgr
Universitas Mahakarya Asia, Yogyakarta
Sukasmanto
Universitas Mahakarya Asia, Yogyakarta
Bio

Published 2025-04-10 — Updated on 2025-04-10

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Keywords

  • Hedonic,
  • Shopping motivation,
  • Sales promotion,
  • Lifestyle,
  • Impulsive buying

Copyright (c) 2025 Iskandar Hasan Sgr, Sukasmanto (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study aims to analyze the influence of hedonic shopping motivation, sales promotion and lifestyle on impulsive buying in Shopee consumers in Yogyakarta. Data collection techniques were carried out using questionnaires and literature studies. The research method used is a quantitative approach with data collection through questionnaires and literature studies. A total of 99 respondents were selected as research samples. Hypothesis testing was carried out using multiple linear regression analysis with t-test and F-test. The results of the study prove that hedonic shopping motivation, sales promotion and lifestyle partially influence impulsive buying. Simultaneously, these variables influence impulsive buying.

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