THE EFFECT OF SHOPPING LIFESTYLE, FASHION INVOLVEMENT, AND HEDONIC SHOPPING MOTIVATION ON IMPULSE BUYING WITH POSITIVE EMOTION AS AN INTERVENING VARIABLE IN ADOLESCENT GENERATION – Z ONLINE STORE USERS IN YOGYAKARTA
Keywords:Shopping Lifestyle, Fashion Involvement, Hedonic Shopping Motivation, Positive Emotion, Impulse Buying
The study aims to determine the effect of shopping lifestyle, fashion involvement, and hedonic shopping motivation on impulse buying through positive emotion as an intervening variable in Z generation adolescent who use online store in Yogyakarta. The method used in this study is a quantitative method using a sample of 150 respondents, the research instrument is a questionnaire that is distributed via the google form. Sampling used in this study is non probability sampling with purposive sampling technique. Data analysis used in this study used multiple linear regression analysis using SPSS 26 application, and the sobel test using the sobel calculator. The result of the analysis of the data obtained in this study showed that the shopping lifestyle partially has no significant effect in positive emotion, while the fashion involvement and hedonic shopping motivation partially respectively have a positive and significant effect on positive emotion. Shopping lifestyle, fashion involvement, hedonic shopping motivation, and positive emotion partially have a positive and significant effect on impulse buying. Shopping lifestyle has no significant effect on impulse buying trough positive emotion, fashion involvement has a positive and significant effect on impulse buying through positive emotion, and hedonic shopping motivation has positive and significant effect on impulse buying through. Positive emotion.