The effect of hedonic shopping motivation and price discount on impulse buying with positive emotion as an intervening variable: Study on Skintific Gen Z consumers in the Shopee application in Malang city

Efendi, Vanessa Devistian Kurnia and Hasan, Irmayanti ORCID: https://orcid.org/0000-0001-7021-4483 (2026) The effect of hedonic shopping motivation and price discount on impulse buying with positive emotion as an intervening variable: Study on Skintific Gen Z consumers in the Shopee application in Malang city. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 5 (6). pp. 11311-11323. ISSN 2828-5298

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Abstract

This study aims to analyze the influence of hedonic shopping motivation and price discount on impulse buying with positive emotion as an intervening variable. The method used is quantitative research, with data collection techniques through surveys and questionnaires. The population in this study is Gen Z Skintific consumers in the Shopee application in Malang City. The sampling technique used non-probability sampling with the purposive sampling method, the sample number was 140 respondents. The results of the study show that hedonic shopping motivation, price discount, and positive emotion have a direct effect on impulse buying. Hedonic shopping motivation and price discounts have a direct influence on positive emotions. Hedonic shopping motivation and price discount affect impulse buying indirectly through positive emotions as a mediating variable.

Item Type:	Journal Article
Keywords:	hedonic shopping motivation; price discount; impulse buying; positive emotion
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150504 Marketing Measurement 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Irmayanti Hasan
Date Deposited:	15 Sep 2026 13:23

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