Shopping Enjoyment Mediates the Effect of Hedonic Motivation on Impulse Buying (Study on Beachwalk Mall Bali customers)

ABSTRACT : The purpose of this study was to explain the role of shopping enjoyment in mediating hedonicmotivation on impulse buying. This research was conducted on customers of Beachwalk Mall Bali. The numberof samples used in this study were 105 respondents, with a purposive sampling method. Data collection wascarried out through a questionnaire. The analysis technique used is path analysis. Based on the results ofresearch conducted, it was found that shopping enjoyment was able to mediate hedonic motivation on impulsebuying. The results show hedonic motivation has a positive and significant effect on impulse buying; hedonicmotivation has a positive and significant effect on shopping enjoyment; shopping enjoyment has a positive andsignificant effect on impulse buying; and shopping enjoyment acts as a mediating variable between hedonicmotivation and impulse buying.

Keywords: hedonic motivation, shopping enjoyment, and impulse buying