The Effect Analysis of Hedonic Motive and Browsing on Impulse Buying Through Shopping Lifestyle (Empirical Study on Bad Fox Independent Clothing Products)

The purpose of this study was to determine the effect of hedonic and search motives on impulsive purchases through a shopping lifestyle on Badfoxindependent). The sample for this study were consumers who had shopped online at Clothing Badfoxindependent in the South Jakarta and Depok areas, totaling 150 people. The analysis technique in this study used Structural Equation Model (SEM) analysis with SmartPLS 3.0. The results of the study show that hedonic motivation and browsing have a direct effect on impulsive buying. The shopping lifestyle mediates the effect of hedonic and search motivation on impulse buying. The R Square value for the Shopping lifestyle variable obtained is 0.298 or 29.8%. These results indicate that Hedonic and Browsing motives together have an influence of 29.8% on the Shopping lifestyle, while the remaining (1-R Square) 70.1% is a major contribution of influence given by other factors that are not studied. The R Square value for the Impulse buying variable obtained is 0.653 or 65.3%. These results indicate that Hedonic, Browsing and Shopping lifestyle motives together have a 65.3% influence on impulse buying, while the remaining 34.7% (1-R Square) is contribution to the influence exerted by other factors that are not influential.