The Influence of Price Discount, Hedonic Shopping Motivation, and Shopping Lifestyle on Impulse Buying at RJ Galery Store in Bengkulu City

Authors

  • Elva Gustiaeni Nengsi Universitas Muhammadiyah Bengkulu
  • Ade Tiara Yulinda Universitas Muhammadiyah Bengkulu

DOI:

https://doi.org/10.30595/pssh.v26i.1809

Keywords:

Price Discount, Hedonic Shopping Motivation, Shopping Lifestyle, Impulse Buying

Abstract

This study aims to analyze the influence of price discounts, hedonic shopping motivation, and shopping lifestyle on impulse buying at the RJ Galery Store in Bengkulu City. This study uses a quantitative approach with data collection techniques through questionnaires to 190 respondents from Bengkulu City. The data analysis technique used is multiple linear regression to test the influence of each independent variable on the dependent variable. The results of the analysis indicate that partially, price discounts, hedonic shopping motivation, and shopping lifestyle have a positive and significant effect on impulse buying. Attractive price discounts can trigger impulsive shopping behavior because they are seen as an opportunity to buy at a lower price. Hedonic shopping motivation also contributes due to the emotional drive of consumers who seek pleasure when shopping. In addition, shopping lifestyle that reflects consumption patterns following trends also plays an important role in influencing spontaneous purchasing decisions. Simultaneously, these three variables have a significant influence on impulse buying. These findings imply that retail businesses, especially in the fashion sector, need to design marketing strategies that consider the psychological aspects and lifestyle of consumers to encourage profitable unplanned purchases.

References

Afifah Yuliarahma, & Andri Nurtantiono. (2022). Analisis Pengaruh Brand Image, Price Discount, Package Bonuses Dan Kualitas Produk Terhadap Impulse Buying Pada Produk Oriflame. Juremi: Jurnal Riset Ekonomi, 2(4), 441–452. https://doi.org/10.53625/juremi.v2i4.4451

Belch, George E, Belch, Michael A. 2009. Advertising and Promotion : An Integrated Marketing Communication Perpective. 8th Edition. New York : McGraw-Hill.

Diah, S., & Sukmawati, C. (2022). Pengaruh Promosi Penjualan (Sales Promotion) Dan Belanja Hedonis (Hedonic Shopping) Terhadap Impulse Buying Secara Online. Negotium: Jurnal Ilmu Administrasi Bisnis, 5(1), 1. https://doi.org/10.29103/njiab.v5i1.7375

Febri, D. M., Sari, P., Ayu, I., & Pidada, I. (2019). Hedonic Shopping Motivation, Shopping Lifestyle, Price Reduction toward Impulse Buying Behavior in Shopping Center. International Journal of Business, Economics & Management, 3(1), 48–54. https://doi.org/10.31295/ijbem.v3n1.114

Gunadhi, E. C., & Japarianto, E. (2015). Analisis Pengaruh Store Atmosphere Terhadap Impulse Buying Melalui Shopping Lifestyle dan Emotuonal Response Sebagai Variabel Intervening pada The Body Shop Indonesia. Jurnal Manajemen Pemasaran Petra, 1(1), 1–9.

Hasim, M., & Lestari, R. B. (2022). Pengaruh Potongan Harga, Motivasi Belanja Hedonis, E-WOM Dan Gaya Hidup Berbelanja Terhadap Impulse Buying Di Tokopedia. Jurnal Ilmiah Ekonomi Dan Bisnis Universitas Multi Data Palembang, 12(1), 59–69.

Hursepuny, C. V., & Oktafani, F. (2018). The Influence of Hedonic Shopping Motivation and Shopping Lifestyle on Impulse Buying at Consumers Shopee_Id. E-Proceeding of Management, 5(1), 1041–1048.

Japarianto, E dan Sugiharto, S. (2012). Pengaruh Shopping Life Style dan Fashion Involvement Terhadap Impulsif Buying Behavior Masyarakat di kota denpasar. Jurnal Manajemen Pemasaran, Vol. 6 (1)April, pp. 32-4.

Kosyu, D. A. (2014). Pengaruh Hedonic Shopping Motives Terhadap Shopping Lifestyle dan Impulse Buying ( Survei pada Pelanggan Outlet Stradivarius di Galaxy Mall Surabaya ). 14(2), 1–7.

Kotler, Philip. (2005). Manajemen Pemasaran. Jakarta: PT. Indeks.

Noor, Z. Z. (2020). the Effect of Price Discount and in-Store Display on Impulse Buying. Sosiohumaniora,22(2),133–139. https://doi.org/10.24198/sosiohumaniora.v22i2.26720

Pada, B., Oriflame, P., & Kota, D. I. (2017). 5. Nurus. II(3), 483–493.

Paramita, N. (2015). Pengaruh Motivasi Belanja Hedonik Terhadap Pembelian Impulsif Konsumen Matahari Surabaya. Jurnal Ilmu Dan Riset Manajemen, 4(1), 1–17.

Pasaribu, R. M., & Siahaan, A. A. (2023). Pengaruh Hedonic Shopping Motivation, Dan Shopping Lifestyle Terhadap Impulse Buying Pada Produk Fashion Dikalangan Generasi Z Di Kota Medan. Journal Business and Management,1(1),54–64. http://riset.unisma.ac.id/index.php/jiagabi/article/view/3572

Ramadhan, A. W., & Ekasari, N. (2022). Pengaruh Price Discount Dan Bonus Pack Terhadap Impulse Buying (Studi Kasus Pada Pelanggan Alfamart Di Kota Jambi). Jurnal Manajemen Terapan Dan Keuangan, 10(02), 354–367. https://doi.org/10.22437/jmk.v10i02.14101

Sugiyono, (2013). Metode Penelitian Kuantitatif, Kualitatif dan R & D. Bandung : CV. ALFABETA.

Wardah, N. A., & Harti, H. (2021). Pengaruh Gaya Hidup Berbelanja Dan Promosi Penjualan Terhadap Pembelian Impulsif Avoskin Di Shopee. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 8(2), 145–166. https://doi.org/10.36987/e$cobi.v8i2.2090

Downloads

Published

2025-09-10

How to Cite

Nengsi, E. G., & Yulinda, A. T. (2025). The Influence of Price Discount, Hedonic Shopping Motivation, and Shopping Lifestyle on Impulse Buying at RJ Galery Store in Bengkulu City. Proceedings Series on Social Sciences & Humanities, 26, 75–83. https://doi.org/10.30595/pssh.v26i.1809

Issue

Vol. 26 (2025): Proceedings of International Conference on Management, Accounting, Economics, and Business (ICONOMICS 2025)

Section

Articles

License

Copyright (c) 2025 Proceedings Series on Social Sciences & Humanities

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.