THE INFLUENCE OF HEDONIC SHOPPING VALUES AND SHOPPING LIFESTYLE ON IMPULSIVE BUYING OF TOKOPEDIA CLOTHING CONSUMERS AMONG GEN Z IN MANADO

Abstract

This study aims to analyze the effect of hedonic shopping value and shopping lifestyle on impulse buying among Tokopedia clothing consumers, specifically Generation Z in Manado City. The background of this research is driven by technological advancements and the increasing use of e-commerce platforms like Tokopedia, which have transformed digital consumption habits. As a tech-savvy generation, Generation Z is particularly prone to making impulsive purchases triggered by shopping enjoyment and a consumptive lifestyle. This research employs a quantitative approach using a survey method. The population comprises Generation Z consumers who actively purchase clothing on Tokopedia in Manado City. A purposive sampling technique was applied, with the criterion that respondents had completed at least two transaction cycles on Tokopedia within the past three weeks, yielding a total of 115 respondents. Data were collected via questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination with the assistance of SPSS version 30. The findings indicate that hedonic shopping value has a positive and significant effect on impulse buying (t-count} = 5.150, p < 0.05), and shopping lifestyle also exhibits a positive and significant effect (t-count} = 2.865, p < 0.05). Simultaneously, both variables significantly influence impulse buying, as evidenced by an F-count of 156.296, which exceeds the F-table value of 3.09. The adjusted R-square value of 0.732 indicates that 73.2% of the variation in impulse buying behavior is explained by these variables, while the remaining 27.8% is influenced by other factors outside this study. These results conclude that higher hedonic shopping values and stronger shopping lifestyles are associated with an increased tendency among Generation Z to make impulsive clothing purchases on Tokopedia.

Keywords: Hedonic Shopping Value, Shopping Lifestyle, Impulse Buying, Tokopedia, Generation Z.