THE EFFECT OF LIVE STREAMING AND HEDONIC SHOPPING MOTIVATION ON IMPULSE BUYING WITH SHOPPING LIFESTYLE AS A MEDIATING VARIABLE FOR JINISO FASHION PRODUCTS ON SHOPEE E-COMMERCE

Abstract

This study aims to test and analyze the influence of Live Streaming and Hedonic Shopping Motivation variables on Impulse Buying with Shopping Lifestyle as a mediating variable for Jiniso fashion products on Shopee e-commerce. The research method used is quantitative. The sampling technique used is nonprobability sampling with purposive sampling technique. Through the distribution of online questionnaires, 100 respondents were collected who met the criteria to represent the research population, namely respondents who had made unplanned purchases of Jiniso products. The collected data were analyzed using IBM SPSS software version 25. The results of the study showed that: (1) Live Streaming has a positive and significant influence on Impulse Buying; (2) Shopping Lifestyle has a significant influence on Impulse Buying; (3) Hedonic Shopping Motivation has a positive and significant influence on Impulse Buying; (4) Hedonic Shopping Motivation has a positive and significant influence on Shopping Lifestyle; and (5) Hedonic Shopping Motivation shows a positive and significant influence on Impulse Buying through Shopping Lifestyle mediation. This study contributes to Jiniso fashion products by showing how optimal use of live streaming features can increase consumers' unplanned purchasing behavior. In addition, the results of this study also highlight the importance of creating a marketing strategy that can utilize hedonic shopping motivations and consumer shopping lifestyles. With this insight, Jiniso fashion products can design more relevant and attractive marketing, so that they can increase product appeal and expand their market share in Shopee ecommerce.

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