PENGARUH MOTIVE HEDONIC TERHADAP IMPULSIVE BUYING DENGAN GAYA HIDUP KONSUMEN DAN POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI DI KOTA PAINAN
Keywords:
Motive Hedonic,Gaya Hidup , Positive Emotion , Impulsive Buying, Hedonic Motive, Lifestyle, Positive Emotion, Impulsive BuyingAbstract
This study aims to determine and analyze the effect of hedonic motives on impulsive buying with consumer lifestyle and positive emotions as mediating variables in Painan City. The sample used is 80 respondents. The sampling technique is purposive sampling. The data was processed using SEM-PLS. The type of data in this study is quantitative data. The data source is primary data. The results of this study indicate that hedonic motives have no effect on impulsive buying in people who buy fashion products in Painan City. But the hedonic motive affects the consumer's lifestyle and positive emotion in the people who buy fashion products in Painan City. Likewise, consumer lifestyle and positive emotion have a positive effect on impulsive buying in people who buy fashion products in Painan City. Furthermore, lifestyle and positive emotion are able to mediate the relationship between hedonic motives and impulsive buying in people buying fashion products in Painan City.References
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