IMPULSE BUYING OF GENERATION Z MUSLIMS: A STUDY ON HEDONIC SHOPPING MOTIVATION, SHOPPING LIFESTYLE, AND HEDONIC SHOPPING VALUE

Abstract

The aim of this study was to identify the factors influencing impulse buying among Generation Z Muslims in Kudus Regency. The research was conducted on the Generation Z Muslim community in Kudus Regency, with a total sample size of 100, utilizing the purposive sampling technique. Data processing involved the use of statistical analysis methods through the SPSS program. The findings of this study revealed that the hedonic shopping motivation variable did not exhibit a positive and significant impact on impulse buying among Generation Z Muslims in Kudus Regency. Conversely, the Shopping Lifestyle variable demonstrated a positive, albeit insignificant, effect on impulse buying behavior of Generation Z Muslims in Kudus Regency. Moreover, the Hedonic Shopping Value variable exhibited a positive and significant influence on impulse buying among Generation Z Muslims in Kudus Regency. The managerial implication of this research underscores the importance of considering shopping lifestyle behavior and hedonic shopping value, as these factors can have an impact on the impulse buying tendencies of Generation Z Muslims. The advancement of e-commerce in Indonesia has generally resulted in changes in consumer behavior, leading to a surge in impulse buying cases. The shift in consumption patterns among Indonesian society has caused many people to prefer online shopping over offline shopping due to the convenience of shopping activities through e-commerce services. The increased use of electronic trading platforms during the COVID-19 pandemic in Indonesia has prompted many entrepreneurs to strive and advance their businesses through various methods, such as product promotion and providing the best possible services to attract consumer interest (Supriyanto, Chikmah, et al., 2023). Based on a survey by KIC, in terms of e-commerce, the majority of Generation Z consumers cite three main reasons for choosing one platform over another: promotions or discounts (65%), ease of app usage (61%), and reduced cost of goods/products (54%) (Aria, 2021). Gen Z consists of savvy online shoppers who are adept at searching for the best prices and products. Apart from technological advancements, the efficiency in time and money management leads Generation Z to prefer online consumption activities over offline ones. When using an online platform, Generation Z pays great attention to information, aesthetics, ease of use, and security or privacy (Akram et al., 2018). In the process of making purchasing decisions, consumers are often influenced by various factors, such as receiving new information about goods or services, the ease of shopping activities, and sales 69 promotions. Online consumers often make purchases that can be considered illogical or tend toward being consumptive. Impulsive buying is a series of events in which individuals experience sudden stimuli or triggers that influence them to make spontaneous and difficult-to-resist product purchases (Solomon, 2018). Impulsive buying occurs when someone makes a purchase without prior planning, usually while in a physical store or on an online shopping platform. These unintended purchases are triggered by stimuli or a series of stimuli observed in the store or while browsing online shopping sites (Supriyanto, Permatasari, et al., 2023). Impulse buying behavior often occurs easily on online shopping sites due to the information displayed about various products, such as product recommendations and reviews, suggestions for similar or related products, repurchase information, discounts, and the online shopping atmosphere when exploring these online sites. Hedonic shopping motivation is one of the many factors that can influence impulse buying. Hedonic shopping motivation refers to an internal drive that leads someone to make a purchase. Some reasons why individuals engage in consumption activities are motivated by hedonic desires or other personal reasons, such as pleasure and enjoyment, social activities, fantasies, or simply to satisfy their emotional needs. Shopping motivation is assumed to be one of the reasons for these various outcomes. Individuals derive pleasure from shopping through sensations, dreams, and considerations. There are six factors of hedonic shopping motivation, including adventure shopping, social shopping, gratification shopping, idea shopping, role shopping, and value shopping (Utami, 2014). Shopping behavior in e-commerce is also related to consumers' shopping lifestyles, which are associated with impulse buying. Shopping lifestyle refers to how customers spend their money and time when shopping, as well as their behavior and ideas about the world they are in (Rabbani, Wijayanto, and Novrianti, 2023). Shopping lifestyle is about an individual's lifestyle and how they spend money in their living environment (Michael and Barton, 2009). There is a discrepancy between theories and previous research, which opens up opportunities for further research and investigation. Based on the theory of Arnold and Reynold, hedonic shopping motivation is the urge to shop in order to fulfill desires and derive pleasure from the process of