Pengaruh Hedonic Shooping Motivations Dan Shooping Lifestyle Terhadap Keputusan Pembelian Dengan Peran Self -Congruity Sebagai Mediasi Di Simple Store

Destria Issela Rhosa; Mohamad Rifqy Roosdhani

doi:10.46576/jfeb.v5i1.8861

Pengaruh Hedonic Shooping Motivations Dan Shooping Lifestyle Terhadap Keputusan Pembelian Dengan Peran Self -Congruity Sebagai Mediasi Di Simple Store

Destria Issela Rhosa, Mohamad Rifqy Roosdhani

Abstract

This study aims to determine the influence of Hedonic Shopping Motivations and Shopping Lifestyle on Purchase Decisions, with Self-Congruity as a mediating variable at Simple Store. This research employs a quantitative method using a questionnaire as the primary instrument. The population consists of all Simple Store consumers, the exact number of whom is unknown; therefore, an accidental sampling technique was applied. The minimum sample size was determined using the Hair formula, resulting in 100 respondents. Data were collected using a 5-point Likert scale and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4 software. The results indicate that hedonic shopping motivation and shopping lifestyle have a positive and significant effect on both purchase decisions and self-congruity. Furthermore, self-congruity significantly influences purchase decisions and serves as a mediating variable that strengthens the relationship between hedonic shopping motivations and shopping lifestyle toward purchase decisions. These findings confirm that self-congruity is a crucial psychological bridge that transforms consumers' emotional drives into actual purchasing actions at Simple Store

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DOI: https://doi.org/10.46576/jfeb.v5i1.8861