Vol 19 No 2 (2024): May
Marketing Management

The Power of Hedonic Motivation and Discounts through Releasing Impulse Buying in Indonesia
Kekuatan Motivasi Hedonis dan Diskon melalui Melepaskan Impulse Buying di Indonesia

Nur Azmi Widyastuti
Universitas Muhammadiyah Sidoarjo, Indonesia
Misti Hariasih
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
Published May 31, 2024
  • Hedonic Shopping,
  • Price Discounts,
  • Shopping Lifestyle,
  • Impulse Buying,
  • TikTok Shop
How to Cite
Widyastuti, N. A., & Hariasih, M. (2024). The Power of Hedonic Motivation and Discounts through Releasing Impulse Buying in Indonesia. Indonesian Journal of Law and Economics Review, 19(2), 10.21070/ijler.v19i2.1104. https://doi.org/10.21070/ijler.v19i2.1104


This study investigates the effects of hedonic shopping motivation, price discounts, and shopping lifestyle on impulse buying at TikTok Shops among consumers in Sidoarjo. Using a quantitative explanatory approach, data were collected from 160 respondents through online questionnaires and analyzed with SPSS 22. The results reveal that all three factors significantly increase impulse buying behavior. These findings suggest that marketers on social commerce platforms like TikTok Shop can enhance impulse purchases by appealing to hedonic motivations, offering price discounts, and catering to various shopping lifestyles.


1. Key Drivers: Hedonic motivation, price discounts, and shopping lifestyle drive impulse buying.
2. Data Analysis: SPSS 22 analysis of 160 respondents confirms significant variable impact.
3. Marketing Insight: Social commerce can boost impulse buys with targeted discounts and motivations.

Keywords: Hedonic Shopping, Price Discounts, Shopping Lifestyle, Impulse Buying, TikTok Shop


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