THE INFLUENCE OF HEDONIC SHOPPING MOTIVATION ON IMPULSIVE BUYING BEHAVIOR ON INSTAGRAM (A CASE STUDY OF MALIKUSSALEH UNIVERSITY FEMALE STUDENTS)

Abstract

Instagram, a popular social media platform, is widely used by Indonesian consumers for online shopping as many online stores sell and promote their products on Instagram despite the absence of a payment method to ensure consumer safety. Online shopping on Instagram is experiencing increasing sales every year, according to a survey, which also reveals that Indonesian consumers on Instagram often buy unexpected products. This study examines the impact of hedonic Shopping motivation on impulsive buying on Instagram  among female students at Malikussaleh University. The dimensions of hedonic shopping motivation are formulated based on the pre-survey results of consumer reasons for impulsive buying, identified from previous research. These dimensions include value shopping, adventure shopping, idea shopping, social shopping, role shopping, and relaxation shopping. This study employs primary data. The sampling technique employed is purposive sampling, with a total of 100 respondents. Data analysis utilizes the multiple linear regression analysis method with the help of SPSS version 27 software. The study results indicate that adventure shopping and relaxation shopping positively and significantly affects impulsive buying by Malikussaleh University students on Instagram. Meanwhile, value shopping, ideas shopping, social shopping, and role shopping do not significantly influence impulsive buying by Malikussaleh University students on Instagram.