THE EFFECTS OF HEDONIC SHOPPING MOTIVATION AND EMOTIONAL RESPONSE ON IMPULSE BUYING AMONG SHOPEE USERS IN MEDAN CITY

Abstract

The rapid growth of e-commerce has transformed consumer shopping patterns, which are increasingly influenced by psychological factors. Hedonic shopping motivation drives consumers to shop for pleasure, entertainment, and positive experiences, while emotional responses emerge as reactions to promotions and the shopping experience itself. Both factors play a crucial role in increasing consumers' tendency to make impulsive purchases on online shopping platforms. This study aims to analyze the influence of hedonic shopping motivation and emotional response on impulse buying among Shopee users in Medan. Data were collected from 102 active Shopee users in Medan through questionnaires and interviews, and analyzed using structural equation modeling (SEM) with SmartPLS. These findings underscore the significance of understanding consumer psychological factors in developing more effective marketing strategies to promote consumer engagement and informed purchasing decisions.