PENGARUH HEDONIC SHOPPING MOTIVATION DAN FASHION INVOLVEMENT TERHADAP IMPULSIVE BUYING PRODUK FAST FASHION MELALUI POSITIVE EMOTION PADA GENERASI Z PENGGUNA SHOPEE DI JAKARTA

MARIA AL QIBTHYA, . (2026) PENGARUH HEDONIC SHOPPING MOTIVATION DAN FASHION INVOLVEMENT TERHADAP IMPULSIVE BUYING PRODUK FAST FASHION MELALUI POSITIVE EMOTION PADA GENERASI Z PENGGUNA SHOPEE DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tingginya konsumsi fast fashion di Shopee turut meningkatkan perilaku impulsive buying pada Generasi Z, meskipun kesadaran akan dampak negatifnya terhadap lingkungan, seperti akumulasi limbah tekstil, belum mampu meredam dorongan tersebut, terutama di Jakarta sebagai pusat konsumsi fashion nasional. Penelitian ini bertujuan menganalisis pengaruh hedonic shopping motivation dan fashion involvement terhadap impulsive buying produk fast fashion pada pengguna Shopee Generasi Z di Jakarta, baik secara langsung maupun melalui positive emotion sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode PLS-SEM melalui SmartPLS 4, dengan teknik purposive sampling terhadap 154 responden. Hasil penelitian menunjukkan bahwa hedonic shopping motivation tidak berpengaruh signifikan secara langsung terhadap impulsive buying, sedangkan fashion involvement berpengaruh positif dan signifikan terhadap impulsive buying. Kedua variabel tersebut terbukti berpengaruh positif dan signifikan terhadap positive emotion, yang kemudian menjadi prediktor terkuat terhadap impulsive buying. positive emotion juga terbukti memediasi penuh (full mediation) hubungan hedonic shopping motivation terhadap impulsive buying, serta memediasi sebagian (partial mediation) hubungan fashion involvement terhadap impulsive buying. Temuan ini memperkaya kerangka Stimulus-Organism-Response dengan menunjukkan bahwa motivasi hedonis dan keterlibatan fashion menempuh jalur psikologis yang berbeda menuju pembelian impulsif, serta memberikan implikasi praktis bagi Shopee dan pelaku UMKM fast fashion untuk memperkuat strategi pemasaran berbasis pembangkitan emosi positif konsumen./*****The rapid growth of fast fashion consumption on Shopee has increased impulsive buying among Generation Z, even though awareness of its negative environmental impact, such as textile waste accumulation, has not been able to curb this tendency, particularly in Jakarta as Indonesia's fashion consumption hub. This study aims to analyze the influence of hedonic shopping motivation and fashion involvement on impulsive buying of fast fashion products among Generation Z Shopee users in Jakarta, both directly and through positive emotion as a mediating variable. The study uses a quantitative approach with the PLS-SEM method through SmartPLS 4, employing purposive sampling with 154 respondents. The results show that hedonic shopping motivation has no significant direct effect on impulsive buying, whereas fashion involvement has a positive and significant effect on impulsive buying. Both variables have a positive and significant effect on positive emotion, which in turn is the strongest predictor of impulsive buying. positive emotion is also found to fully mediate the relationship between hedonic shopping motivation and impulsive buying, and partially mediate the relationship between fashion involvement and impulsive buying. These findings enrich the Stimulus-Organism-Response framework by showing that hedonic motivation and fashion involvement operate through different psychological pathways toward impulsive buying, and provide practical implications for Shopee and fast fashion MSMEs to strengthen marketing strategies based on generating positive consumer emotions.

Item Type:	Thesis (Sarjana)
Additional Information:	1. Dita Puruwita, M.Si, Ph.D. 2. Ivan Putranto, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Maria Al Qibthya .
Date Deposited:	11 Aug 2026 03:55
Last Modified:	11 Aug 2026 03:55
URI:	http://repository.unj.ac.id/id/eprint/69660

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