Hedonic Shopping Motives of Shopee Generation Z Concumers towards Impulse Purchases of Skincare Products

Elgeka, Honey Wahyuni Sugiharto and Tania, Adeilla (2024) Hedonic Shopping Motives of Shopee Generation Z Concumers towards Impulse Purchases of Skincare Products. Psikobuletin: Buletin Ilmiah Psikologi, 5 (2). pp. 174-184. ISSN 2720-8958

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Abstract

Currently, generation Z has a great interest in the world of beauty. The rise of skincare trends accompanied by a growing marketplace has influenced consumer behavior. This research examines the relationship between hedonic shopping motives and impulsive buying among Generation Z Shopee consumers when buying skincare products. This quantitative research generated data collection methods through questionnaires. The sampling technique used in this research was accidental sampling. The subjects of this research were Shopee consumers, male or female, born 1997-2003, and had purchased skincare at least twice a month at Shopee, a number. 295 respondents. The measuring instruments used in this research are the Buying Impulsiveness Scale and the Hedonic Shopping Motivation Scale. The research results show that hedonic shopping has a significant positive relationship with impulsive buying, which means that the higher the hedonic shopping motives, the higher a person's tendency to impulsive buying motives. Adventure shopping, gratification shopping, role shopping, value shopping, social shopping, and idea shopping have a significant positive relationship with impulsive buying. This research recommends that Generation Z Shopee consumers be more careful about hedonic shopping motives, which can increase the tendency to impulsive buying.

Item Type:	Article
Uncontrolled Keywords:	hedonic shopping motives, impulsive buying, shopee
Subjects:	B Philosophy. Psychology. Religion > BF Psychology
Divisions:	Faculty of Psychology > Department of Psychology
Depositing User:	Ester Sri W. 196039
Date Deposited:	06 Jun 2024 02:34
Last Modified:	06 Jun 2024 02:34
URI:	http://repository.ubaya.ac.id/id/eprint/46499

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