PENGARUH MOTIVASI HEDONIK TERHADAP KEPUTUSAN PEMBELIAN DENGAN BROWSING SEBAGAI VARIABEL MEDIASI
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh motivasi belanja hedonis terhadap keputusan pembelian dengan browsing sebagai variabel mediasi pada pengguna aplikasi e-commerce di Samarinda. Menggunakan pendekatan kuantitatif dengan analisis deskriptif kepada 150 responden dan dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa motivasi belanja hedonis berpengaruh positif dan signifikan terhadap keputusan pembelian, motivasi belanja hedonis berpengaruh positif dan signifikan terhadap aktivitas browsing, browsing berpengaruh positif dan signifikan terhadap keputusan pembelian, dan browsing memediasi secara signifikan hubungan antara motivasi belanja hedonis dan keputusan pembelian. Penelitian ini memberikan kontribusi teoretis dalam memahami perilaku konsumen digital serta implikasi praktis bagi pelaku bisnis e-commerce dalam menyusun strategi pemasaran yang efektif
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Sari, P. W., & Martiyanti, D. (2025). Pengaruh Label Halal dan Citra Merek terhadap Keputusan Pembelian melalui Kepercayaan Merek The Influence of Halal Labels and Brand Image on Purchasing Decisions through Brand Trust. 27(1), 73–84. https://doi.org/https://doi.org/10.30872/jfor.v27i1.2657
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Wahab, Z., Shihab, M. S., Hanafi, A., & M, H. F. (2018). The Influence Of Online Shopping Motivation And Product Browsing Toward Impulsive Buying Of Fashion Products On A Social Commerce. 8(7), 402–406. https://doi.org/10.29322/IJSRP.8.7.2018.p7964
Zhang, K. Z. K., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior : the role of browsing and impulsiveness. Internet Research. https://doi.org/https://doi.org/10.1108/IntR-12-2016-0377
Cupika, S., Store, O., Solaiman, S., & Pangaribuan, C. H. (2024). The Influence of Hedonic Motivation and Influencer Marketing on Purchasing Decisions with FOMO ( Fear of Missing Out ) as A Mediating Variable ( Empirical The Influence of Hedonic Motivation and Influencer Marketing on Purchasing Decisions with FOMO ( Fea. September. https://doi.org/10.55299/ijec.v3i2.1006
Ernanda, D. (2017). PENGARUH STORE ATMOSPHERE , HEDONIC MOTIVE DAN SERVICE Sekolah Tinggi Ilmu Ekonomi Indonesia ( STIESIA ) Surabaya. 6.
Faidah, E. N., Oreal, L., & Arden, E. (2021). PENGARUH INTENSITAS BROWSING DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN SABUN PEMBERSIH WAJAH ( STUDI PADA MAHASISWA UNIVERSITAS NEGERI SURABAYA ). 9(1), 1167–1173.
Fitriani, D. D., & Auliya, Z. F. (2023). The Influence Of Hedonic Shopping Motivation , Shopping Lifestyle , and Shopping Enjoyment on Impulse Purchases of Fashion Consumers in E-Commerce. 4(8), 651–668. https://doi.org/10.47153/jbmr48.8552023
Gültekin, B. (2012). The Influence of Hedonic Motives and Browsing On Impulse Buying. Journal of Economics and Behavioral Studies, 4(3), 180–189. https://doi.org/10.22610/jebs.v4i3.315
Ghozali, I. (2021). Partial Least Square: Konsep, Teknik Dan Aplikasi Menggunakan Program SmartPLS 3.2. 9 untuk penelitian empiris original. Badan Penerbit Universitas Diponegoro.
Ghozali, I., & Latan, H. (2015). Partial Least Squares Konsep Teknik Dan Aplikasi Dengan Program Smart PLS 3.0. Badan Penerbit Universitas Diponegoro.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications, Inc.
Hudayah, S., Ramadhani, M. A., Raharjo, S., Ambarita, N. P., Hidayani, H., & Yudaruddin, R. (2024). The Impact of Knowledge Management on Digital Innovation in Time of Covid-19 Pandemic : The Role of Digital Capability and Digital Orientation. 21, 1276–1285. https://doi.org/10.37394/23207.2024.21.104
Hursepuny, C. V., Oktafani, F., Bisnis, P. A., Komunikasi, F., & Telkom, U. (2018). PENGARUH HEDONIC SHOPPING MOTIVATION DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PADA KONSUMEN SHOPEE _ ID THE INFLUENCE OF HEDONIC SHOPPING MOTIVATION AND SHOPPING LIFESTYLE ON IMPULSE BUYING AT CONSUMERS SHOPEE _ ID. 5(1), 1041–1048.
Indriastuti, H., Hidayati, T., Asnawati, Martiyanti, D., Ayu, A. R. F., & Putit, L. (2024). How Real-Time Interactivity Influences Impulse Buying Behaviour in Generation Z’s During Live Streaming Shopping: The Mediating Role of Perceived Enjoyment. ECONOMICS - Innovative and Economics Research Journal, 12(3), 279–291. https://doi.org/10.2478/eoik-2024-0047
Lu, X., He, S., Lian, S., Ba, S., & Wu, J. (2020). Is user-generated content always helpful ? The effects of online forum browsing on consumers ’ travel purchase decisions. Decision Support Systems, 137(February), 113368. https://doi.org/10.1016/j.dss.2020.113368
Martiyanti, D. (2015). PERBEDAAN GENDER MENGENAI PERCEIVED RISK PADA. 12(2), 140–149.
Martiyanti, D., Alghifari, M. F., & Aisyah, S. (2024). Pelatihan Pembuatan Search Engine Optimization (SEO) sebagai Upaya Mengoptimalkan Pemasaran Digital UMKM. Jurnal Pengabdian UNDIKMA: Jurnal Hasil Pengabdian & Pemberdayaan Kepada Masyarakat, 5(2). https://doi.org/oi:https://doi.org/10.33394/jpu.v5i2.10938
Martiyanti, D., & Rahmayana, F. (2024a). The Role of E- WOM Emotionality on Gen Z ’ s Purchase Intention in E-Commerce. 2, 167–185. https://doi.org/https://doi.org/10.35313/jmi.v4i2.178
Martiyanti, D., & Rahmayana, F. (2024b). The Role of E- WOM Emotionality on Gen Z ’ s Purchase Intention in E-Commerce. 2, 167–185.
Nainggolan, G. S., & Sijabat, R. (2023). Enrichment : Journal of Management The influence of perceived behavioral control on online purchase intention with shopping motivation as the interventing variables in Tokopedia . 13(5).
Priadana, S., & Sunarsi, D. (2021). Metode Penelitian Kuantitatif. Pascal Books.
Sari, P. W., & Martiyanti, D. (2025). Pengaruh Label Halal dan Citra Merek terhadap Keputusan Pembelian melalui Kepercayaan Merek The Influence of Halal Labels and Brand Image on Purchasing Decisions through Brand Trust. 27(1), 73–84. https://doi.org/https://doi.org/10.30872/jfor.v27i1.2657
Sasono, E., Sopi, & Tyas, A. N. (2025). Pengaruh Motivasi Hedonis, Browsing Dan Gaya Belanja Terhadap Pembelian Impulsif Di-Ecommerce Shopee. JURNAL STIE SEMARANG, 17(2), 55–67.
Suyanto, S., Rachbini, W., Wulandjani, H., Grashinta, A., & Rahmawati, E. (2024). Indonesian E-Commerce : Examining E-CRM , Browsing , Satisfaction and Loyalty. 14(6), 37–45.
Vidyanata, D. (2022). Stimulus-Organism-Response (S-O-R) Model Application in Examining the Influence of Social Media Marketing on Purchase Decisions in the Healthcare Industry: the Mediating Role of Brand Trust. Jurnal Aplikasi Manajemen, 20(3), 651–667. https://doi.org/10.21776/ub.jam.2022.020.03.14
Wahab, Z., Shihab, M. S., Hanafi, A., & M, H. F. (2018). The Influence Of Online Shopping Motivation And Product Browsing Toward Impulsive Buying Of Fashion Products On A Social Commerce. 8(7), 402–406. https://doi.org/10.29322/IJSRP.8.7.2018.p7964
Zhang, K. Z. K., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior : the role of browsing and impulsiveness. Internet Research. https://doi.org/https://doi.org/10.1108/IntR-12-2016-0377
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Published
2025-11-29
How to Cite
MARTIYANTI, Dwi; FADILLAH, Fathia Aulina Nurul.
PENGARUH MOTIVASI HEDONIK TERHADAP KEPUTUSAN PEMBELIAN DENGAN BROWSING SEBAGAI VARIABEL MEDIASI.
Cakrawala Management Business Journal, [S.l.], v. 8, n. 2, p. 275-288, nov. 2025.
ISSN 2623-0887.
Available at: <https://journal.feb.unipa.ac.id/index.php/cmbj/article/view/451>. Date accessed: 22 feb. 2026.
doi: https://doi.org/10.30862/cm-bj.v8i2.451.
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