Shopping Lifestyle dan Positive Emotion sebagai Variabel Intervening pada Hedonic Shopping Value terhadap Impulse Buying (Di Hartono Mall Yogyakarta)

This study aims to analyze the effect of Hedonic Shopping Value on Impulse Buying with Shopping Lifestyle and Positive Emotion as Intervening variables at Hartono Mall Yogyakarta. The subjects in this study were people who had shopped at Hartono Mall Yogyakarta at least in the last one year. This research was conducted with a sample size of 150 respondents who were determined by the NonRandom Sampling technique with the Quota Sampling method where the sampling method was to determine the number of samples to be studied, and to distribute questionnaires to respondents using Google Forms. The analytical tool used is Structural Equation Modeling (SEM) with the Smart PLS application program. Based on the results of the analysis, it is found that there is a positive and significant influence between Hedonic Shopping Value on Shopping Lifestyle, Positive Emotion, and Impulse Buying, there is a positive and significant influence between Shopping Lifestyle on Positive Emotion, there is a positive and significant influence between Shopping Lifestyle and Positive Emotion towards Impulse Buying, as well as, the Shopping Lifestyle variable is able to mediate the relationship between Hedonic Shopping Value and Impulse Buying. However, the Positive Emotion variable is unable to mediate the relationship between Hedonic Shopping Value and Impulse Buying.