Pengaruh Hedonic Shopping dan Shopping Lifestyle terhadap Impulse Buying di Shopee dengan Moderasi Media Sosial di Malinau
DOI:
https://doi.org/10.37888/bjrm.v9i2.922Abstract
Pesatnya perkembangan teknologi informasi telah mengubah pola konsumsi masyarakat dari konvensional ke platform digital, khususnya pada aplikasi Shopee. Di wilayah Kabupaten Malinau, fenomena pembelian tidak terencana semakin meningkat seiring dengan tingginya intensitas penggunaan media sosial. Namun, faktor-faktor psikologis dan gaya hidup yang memicu perilaku impulsif ini dalam konteks lokal masih memerlukan kajian lebih mendalam agar strategi pemasaran digital dapat dioptimalkan secara efektif. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh hedonic shopping dan shopping lifestyle terhadap impulse buying pada pengguna Shopee di Kabupaten Malinau. Selain itu, studi ini bertujuan untuk menguji peran media sosial sebagai variabel moderasi yang memperkuat atau memperlemah hubungan antara motivasi belanja dengan perilaku pembelian spontan tersebut, guna memberikan gambaran komprehensif mengenai dinamika belanja daring di wilayah tersebut. Metode penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 200 responden yang berdomisili di Kabupaten Malinau. Teknik pengambilan sampel menggunakan purposive sampling dengan kriteria pengguna aktif Shopee dan media sosial. Data yang terkumpul kemudian dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menguji hipotesis serta pengaruh moderasi antar variabel yang diteliti. Hasil penelitian menunjukkan bahwa hedonic shopping dan shopping lifestyle berpengaruh positif dan signifikan terhadap impulse buying. Media sosial terbukti menjadi faktor pendorong yang memperkuat motivasi belanja menjadi tindakan pembelian. Originalitas penelitian ini terletak pada pengujian model perilaku konsumen di wilayah Kabupaten Malinau yang memiliki karakteristik geografis unik, memberikan kontribusi bagi pengembangan teori perilaku konsumen digital serta strategi praktis bagi pelaku UMKM lokal.
References
Abdelsalam, S., Salim, N., Alias, R. A., & Husain, O. (2020). Understanding Online Impulse Buying Behavior in Social Commerce: A Systematic Literature Review. IEEE Access, 8, 89041–89058. https://doi.org/10.1109/access.2020.2993671
Afiandian, P., Ulum, P., Tarjo, T., & Pratiwi, W. (2025). Hedonic Shopping Value dan Shopping Lifestyle Sebagai Determinan Impulse Buying Melalui Positive Emotion pada Generasi Z Pengguna Tiktok Shop. Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis Dan Digital, 2(4), 28–40. https://doi.org/10.61132/jimakebidi.v2i4.902
Akram, U., Hui, P., Kaleem Khan, M., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying. Asia Pacific Journal of Marketing and Logistics, 30(1), 235–256. https://doi.org/10.1108/apjml-04-2017-0073
Akram, U., Hui, P., Khan, M., Yan, C., & Akram, Z. (2018). Factors Affecting Online Impulse Buying: Evidence from Chinese Social Commerce Environment. Sustainability, 10(2), 352. https://doi.org/10.3390/su10020352
Anastasya, L. (2025). Ancaman Hedonisme di Era Literasi Keuangan: Studi Pengelolaan Keuangan Karyawan Generasi Z. BJRM (Bongaya Journal of Research in Management), 8(2), 74–82.
Arumsari, S. L., Kussudyarsana, K., Praswati, A. N., & Susila, I. (2025). Live Shopping Impulse: The Roles of Positive Emotion and Hedonic Browsing. Journal of Management and Entrepreneurship Research, 6(4), 341–357. https://doi.org/10.34001/jmer.2025.12.06.4-79
Azzahra, G. M., & Agus Setyawan, A. (2025a). Understanding Impluse Buying in Tiktok Shop: An Investigation into Hedonic and Utilitarian Browsing in Indonesia. International Journal of Management Science and Information Technology, 5(1), 175–182. https://doi.org/10.35870/ijmsit.v5i1.3801
Azzahra, G. M., & Agus Setyawan, A. (2025b). Understanding Impluse Buying in Tiktok Shop: An Investigation into Hedonic and Utilitarian Browsing in Indonesia. International Journal of Management Science and Information Technology, 5(1), 175–182. https://doi.org/10.35870/ijmsit.v5i1.3801
Buhaerah, N. (2024). Implikasi Peran Pendidikan Dan Pelatihan Terhadap Produktivitas Karyawan Bank. Bongaya Journal for Research in Management (BJRM), 7(1), 85–94. https://doi.org/10.37888/bjrm.v7i1.583
Ciocodeică, D.-F., Chivu (Popa), R.-G., Popa, I.-C., Mihălcescu, H., & Barghier, I. (2025). Hedonic and Impulsive Consumer Behavior Stimulated by Social Media: Implications for Sustainable Fashion Marketing. Sustainability, 17(11), 5198. https://doi.org/10.3390/su17115198
Dang, T.-Q., Nguyen, L.-T., & Duc, D. T. V. (2025). Impulsive Buying and Compulsive Buying in Social Commerce: An Integrated Analysis using the Cognitive-Affective-Behavior Model and Theory of Consumption Values with PLS-SEM. SAGE Open, 15(2). https://doi.org/10.1177/21582440251334215
Denia, R., Yohana, C., & Rahmi, R. (2023). Pengaruh Sales Promotion dan Hedonic Shopping terhadap Impulse Buying Behavior melalui Positive Emotion pada Pengguna E-Commerce di Jabodetabek. Digital Business Journal, 1(2), 99. https://doi.org/10.31000/digibis.v2i1.7857
Fahruddin, R., & Yulianto, M. R. (2024). Influence of Sales Promotion, Shopping Lifestyle, and Hedonic Shopping Motivation on Impulsive Buying Decisions in Shopee Consumers in Sidoarjo. Skripsi. Universitas Muhammadiyah Sidoarjo. https://doi.org/10.21070/ups.4335
Fauzi, M., Fauzan, M., & Umar, H. (2025a). Perilaku Konsumen Setelah Era Covid-19. Bongaya Journal for Research in Management (BJRM), 8(1), 1–8. https://doi.org/10.37888/bjrm.v8i1.653
Fauzi, M., Fauzan, M., & Umar, H. (2025b). Perilaku Konsumen Setelah Era Covid-19. BJRM (Bongaya Journal of Research in Management), 8(1), 1–8.
Gao, H., Chen, X., Gao, H., & Yu, B. (2022). Understanding Chinese Consumers’ Livestreaming Impulsive Buying: An Stimulus-Organism-Response Perspective and the Mediating Role of Emotions and Zhong Yong Tendency. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.881294
Giveline, V. A., Japarianto, E., & Tandijaya, T. N. B. (2024). PENGARUH HEDONIC SHOPPING VALUE TERHADAP IMPULSE BUYING MELALUI SHOPPING LIFESTYLE SEBAGAI VARIABEL MODERASI DARI BERSHKA PAKUWON MALL. Jurnal Manajemen Pemasaran, 18(2), 81–94. https://doi.org/10.9744/pemasaran.18.2.81-94
Hameed, I., Zainab, B., Akram, U., Ying, W. J., Chan Xing, C., & Khan, K. (2025). Decoding willingness to buy in live-streaming retail: The application of stimulus organism response model using PLS-SEM and SEM-ANN. Journal of Retailing and Consumer Services, 84, 104236. https://doi.org/10.1016/j.jretconser.2025.104236
Hanum, L., Amrizal, R., Saputri, A. H., Dewi, S. R., Apriliani, M. A., & Kumoro, N. S. (2025). The Effect of Hedonic Motivation on Impulsive Purchases in E-Commerce. In Proceedings of the 6th Annual International Conference on Business and Public Administration, AICOBPA 2023, 1 November 2023, Malang, Indonesia. EAI. https://doi.org/10.4108/eai.1-11-2023.2355318
Hari, A. (2025a). The Effect of Hedonic Shopping Value on Impulse Buying with Positive Emotion as an Intervening Variable on Tokopedia Consumers. Jurnal Penelitian Ekonomi Dan Bisnis, 10(2), 174–185. https://doi.org/10.33633/jpeb.v10i2.11522
Hari, A. (2025b). The Effect of Hedonic Shopping Value on Impulse Buying with Positive Emotion as an Intervening Variable on Tokopedia Consumers. Jurnal Penelitian Ekonomi Dan Bisnis, 10(2), 174–185. https://doi.org/10.33633/jpeb.v10i2.11522
Hellyani, C. A., Adriana, E., & Andrena, K. M. (2024a). The Influence of Hedonic Motives, Browsing, and E-Payment on Impulsive Buying of Fashion Products in E-Commerce. Formosa Journal of Multidisciplinary Research, 3(7), 2699–2712. https://doi.org/10.55927/fjmr.v3i7.10361
Juanim, J., Alghifari, E. S., & Setia, B. I. (2024). Exploring advertising stimulus, hedonic motives, and impulse buying behavior in Indonesia’s digital context: demographics implications. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2428779
Kock, N. (2018). Minimum Sample Size Estimation in PLS-SEM: An Application in Tourism and Hospitality Research. In Applying Partial Least Squares in Tourism and Hospitality Research (pp. 1–16). Emerald Publishing Limited. https://doi.org/10.1108/978-1-78756-699-620181001
Lestiani, E. (2020). PENGARUH PERSEPSI DAN PENGETAHUAN KONSUMEN TERHADAP ECOLABELLING PADA KEPUTUSAN PEMBELIAN GREEN PRODUCT. Bongaya Journal for Research in Management (BJRM), 3(2), 07–13. https://doi.org/10.37888/bjrm.v3i2.243
Liang, T.-P., & Turban, E. (2011). Introduction to the Special Issue Social Commerce: A Research Framework for Social Commerce. International Journal of Electronic Commerce, 16(2), 5–14. https://doi.org/10.2753/jec1086-4415160201
Mustajib, K. R. P., & Hariasih, M. (2024). Role of Price Discount, Hedonic Shopping Motivation, Shopping Lifestyle on Impulse Buying at the Shopee Marketplace in the East Java Region. Skripsi. Universitas Muhammadiyah Sidoarjo. https://doi.org/10.21070/ups.4407
Nallaluthan, K., & Al Falasi, H. M. (2023a). Improving customer retention in the UAE. Global Advances in Business Studies, 2(1), 1–13. https://doi.org/10.55584/gabs002.01.1
NATALIE, W., Anggraini, D., & Supriyanto. (2024). Pengaruh Hedonic Shopping Motivation Dan Shopping Lifestyle Terhadap E-Impulse Buying Mahasiswa Politeknik Cendana Pada Aplikasi Shopee. Jurnal Ilmiah Manajemen Dan Kewirausahaan (JUMANAGE), 3(2). https://doi.org/10.33998/jumanage.2025.4.1.1713
Nidia, A. S., & Kusuma, K. A. (2024). Influence of E-Store Atmosphere, Hedonic Shopping Value, and Shopping Lifestyle, on Impulsive Purchases in Tiktok Shop Live Streaming. Jurnal Pemasaran. Universitas Muhammadiyah Sidoarjo. https://doi.org/10.21070/ups.4084
Ningsih, E. M., & Andjarwati, A. L. (2021). Peran Consumer Perceived Value dalam Online Review terhadap Impulse Buying Tendency melalui Browsing sebagai Variabel Intervening. Jurnal Ilmu Manajemen, 9(2), 601. https://doi.org/10.26740/jim.v9n2.p601-616
Ningsih, E. Y., & Faraby, M. E. (2025). The Influence of Halal Lifestyle, Fashion Trends, and Viral Marketing on Gen Z Muslim Fashion Purchasing Decisions. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 6538–6555. https://doi.org/10.31538/iijse.v8i2.7305
Oktaviani, R., & Nugroho, R. A. (2023). Financial literacy as a moderator of hedonic lifestyle and financial management behavior. BJRM (Bongaya Journal of Research in Management). https://ojs.stiem-bongaya.ac.id/BJRM
Pereira, L. M., Sanchez Rodrigues, V., & Freires, F. G. M. (2024). Use of Partial Least Squares Structural Equation Modeling (PLS-SEM) to Improve Plastic Waste Management. Applied Sciences, 14(2), 628. https://doi.org/10.3390/app14020628
Pertiwi, D., & Wibowo, B. S. (2023). ANALISIS PERILAKU ONLINE IMPULSIVE BUYING: SHOPPING LIFESTYLE, SALES PROMOTION, HEDONIC SHOPPING MOTIVATION DAN PAY LATER. Jurnal Ekonomi Dan Bisnis, 16(2), 115–123. https://doi.org/10.53916/jeb.v17i2.25
Putri, V. P. (2020a). SHOPPING LIFESTYLE AS MEDIATING BETWEEN HEDONIC SHOPPING ON IMPULSE BUYING ONLINE AT MARKETPLACE. Manajemen Bisnis, 10(2). https://doi.org/10.22219/jmb.v10i2.14496
Rahma, A. E. D., & Utami, C. W. (2025). The Influence of Hedonic Consumption Tendency and Scarcity Message on Impulsive Buying Mediated By Positive Emotions. Indonesian Journal of Business and Entrepreneurship. https://doi.org/10.17358/ijbe.11.1.199
Redine, A., Deshpande, S., Jebarajakirthy, C., & Surachartkumtonkun, J. (2022). Impulse buying: A systematic literature review and future research directions. International Journal of Consumer Studies, 47(1), 3–41. https://doi.org/10.1111/ijcs.12862
Rosmini, R., & Oktavia, Y. (2024). The Influence of Hedonic Shopping Motivation and Shopping Lifestyle on Generation Y Impulse Buying At Tiktok Shop in Batam City. Jurnal Indonesia Sosial Teknologi, 5(2), 540–551. https://doi.org/10.59141/jist.v5i2.922
S. Mashilo, L., C. Dalziel, R., & Habtemichael Redda, E. (2025). The influence of hedonic shopping motivation on online impulse buying behavior in the fashion industry. Innovative Marketing, 21(1), 248–258. https://doi.org/10.21511/im.21(1).2025.20
Salsabilah, S., Iswati, I., & Widjadmoko, A. (2024). Pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle terhadap Impulse Buying pada Konsumen E-Commerce Shopee Surabaya. Jurnal Riset Manajemen, 2(3), 216–231. https://doi.org/10.54066/jurma.v2i3.2256
Sari, M., & Prasetyo, A. (2023). Financial attitude and behavior among Indonesian youth: The mediating role of financial literacy. BJRM (Bongaya Journal of Research in Management). https://ojs.stiem-bongaya.ac.id/BJRM
Sari, P. P., Kurnia, M., & Muhdiyanto, M. (2024a). The Influence of Hedonic Shopping Motivation, Shopping Lifestyle, Fashion Involvement and Shopaholic Behavior on Impulse Buying (PT. Matahari Department Store Magelang). UMMagelang Conference Series, 505–515. https://doi.org/10.31603/conference.12035
Siahaan, A. A., & Pasaribu, R. M. (2023). PENGARUH HEDONIC SHOPPING MOTIVATION, DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PADA PRODUK FASHION DIKALANGAN GENERASI Z DI KOTA MEDAN. Jurnal Bisnis Dan Manajemen, 1(1), 54–64. https://doi.org/10.51622/jbm.v1i1.1231
Silalahi, A. D. K., Phuong, D. T. T., Tedjakusuma, A. P., Eunike, I. J., & Riantama, D. (2025). How does time pressure shape impulsive buying behavior? Hedonic vs. utilitarian values emerges as a key driver on E-commerce platforms. Digital Business, 5(2), 100138. https://doi.org/10.1016/j.digbus.2025.100138
Ur Rehman, S., Bhatti, A., & Chaudhry, N. I. (2019). Mediating effect of innovative culture and organizational learning between leadership styles at third-order and organizational performance in Malaysian SMEs. Journal of Global Entrepreneurship Research, 9(1). https://doi.org/10.1186/s40497-019-0159-1
Verhagen, T., & van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320–327. https://doi.org/10.1016/j.im.2011.08.001
Widyawati, D. A., Chamidah, S., & Hartono, S. (2023). Pengaruh Shopping Lifestyle, Hedonic Shopping Value, dan Shopping Emotion Terhadap Impulse Buying Pada Konsumen Shopee (Studi pada Masyarakat di Ponorogo). Jurnal Manajemen, 7(2), 11–19. https://doi.org/10.54964/manajemen.v7i2.215
Wongkitrungrueng, A., & Assarut, N. (2020). Live Streaming, Social Consumer Selling, and Consumer Trust--Model. In PsycTESTS Dataset. American Psychological Association (APA). https://doi.org/10.1037/t82809-000
Yarsasi, S., Tahyudin, I., & Hariguna, T. (2025). Analisis Validitas dan Reliabilitas Kuesioner dengan Metode Partial Least Squares Structural Equation Modeling pada Aplikasi SMARTPLS. Jurnal Pendidikan Dan Teknologi Indonesia, 5(7), 1905–1913. https://doi.org/10.52436/1.jpti.885
Zhang, K. Z. K., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: the role of browsing and impulsiveness. Internet Research, 28(3), 522–543. https://doi.org/10.1108/intr-12-2016-0377
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Deasy Puspitasari Sinaga, Syahran, Erick Karunia, Tini Sugiarti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
