International Journal of Economics, Business and Accounting Research (IJEBAR)
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E-ISSN: 2614-1280 P-ISSN 2622-4771
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THE ROLE OF HEDONISM IN THE RELATIONSHIP BETWEEN
PRODUCT CHARACTERISTICS, MARKETING CHARACTERISTICS,
CONSUMER CHARACTERISTICS TOWARDS IMPULSIVE BUYING
BEHAVIOR
Irwan Christanto Edy1, Setyani Sri Haryanti2
STIE “Adi Unggul Bhirawa” Surakarta Indonesia1, 2
Email : irwan_aub@yahoo.co.id
Abstract: The purpose of this study is to understand the role of hedonism in impulsive buying
behavior. This study is a survey research. The data used are primary data and secondary
student population of the city of Surakarta as research objects. Data collection
instrument in the form of a list of questions (questionnaire) both with closed questions.
Data analysis methods used include 1) analysis of test instruments that test the validity
and reliability test, 2) descriptive statistical analysis, 3) analysis by SEM-PLS models.
These results indicate that (1) Product characteristics have a positive effect on impulsive
behavior, while marketing characteristics and consumer characteristics have a negative
effect on impulsive behavior (2) Hedonism less effective mediating influence the
characteristics of the product, marketing and consumers toward buying impulsive
behavior
Keyword: product characteristics, marketing characteristics, consumer characteristics, hedonism,
impulsive buying behavior
1. Introduction
Everyone has an attitude in consuming goods, there are consuming because the needs, groups, fun
momentarily, follow the trend, and others. Kharis (2011) mentions that impulse buying or commonly
called unplanned purchase, is the behavior of people where the person is not planning something in
shopping. From the consumer's point of view, impulse purchasing behavior or impulse buying can bring
negative implications, such as making consumers tend to spend money in excess, and making
unprofitable purchases. Impulse buying is a phenomenon that happens everyday in Indonesian society.
Previous research says that 39% of purchases at department stores and 67% of purchases in grocery
stores are impulse buying (Mowen, 1995)
Therefore, it is important to understand impulse buying from the point of view of consumers,
marketers and producers. In terms of producers, product characteristics have a strong impact on impusive
buying, such as Liang (2012) study which states that the higher the involvement of consumer products,
will also higher behavior impusive buying. Shahjehan et al (2012) also expressed the personality
relationship (Big Five Personality Traits) of the purchasing behavior (impulsive and compulsive buying).
Badgaiyan et al (2014) also tested the influence of several intrinsic factors, namely, personality, culture,
materialism, the pleasures of shopping, but only materialism, the enjoyment of shopping trends, which
has a significant positive relationship with impulsive buying behavior, while cultural per- sonality is not
significant. Mihic and Kursan (2010) indicate that situational factors affect largely impulsive purchasing
behavior in consumers of a particular job status, and that the behavior is not significantly influenced by
gender, age, education, income, or number of household members. In addition Liao et al (2009) found the
results of research that sales promotion strategy can influence the impulse purchase reminders, with the
appeal of the product and the nature of the consumer as a factor of moderation, but the effect is not
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International Journal of Economics, Business and Accounting Research (IJEBAR)
Peer Reviewed – International Journal
Vol-4, Issue-4, 2020 (IJEBAR)
E-ISSN: 2614-1280 P-ISSN 2622-4771
https://jurnal.stie-aas.ac.id/index.php/IJEBAR
significant. The difference above research results into a gap for researchers do Further research on the
factors that influence the impusive behavior. In addition support of empirical research from Setyawarman
(2009), which states that the presence of modern markets in the city of Surakarta significantly increased
every year. The existence of modern market in Surakarta City has increased from year to year from year
2003, there are 18 modern market and until now increased to 46 fruit in the year 2008. It shows the
development of retail business increasing which can trigger impulsive buying. Therefore researcher take
problem of research that is "Testing of structural model of factor that influence impulsive buying
behavior". Formulation of problem in this research is how influence of product characteristic,
characteristic of pemaaran and consumer characteristic to impulsive buying behavior through hedonism
The study finds that about 420 million dollars of annual store volume is generated by impulse sales
of items such as candy and magazines (Beatty and Ferrel, 1998). Impulse buying is defined as "unplanned
purchases" characterized by "(1) relatively quick decision-making, and (2) subjective in favor of direct
ownership" (Rook, 1987; Rook & Hoch, 1985). It is described as more arousing, less intentional, and
purchasing behavior more attractive than the planned purchase of behavior. Impulsive buyers tend to be
unreflective in their thinking, who will be emotionally attracted to objects, and desire immediate
satisfaction (Hoch and Loewenstein, 1991). These consumers often pay little attention to the potential
negative consequences that may arise from their actions (Hoch and Loewenstein, 1991; Rook, 1987).
Impulsive buying decisions are spontaneous decisions made by consumers while in the store and can be
caused by many things, such as attractive products, discounts, or advertisements or also because of new
product products. Consumers are keen to have a product let alone offered a cheap price and a discount
2. Literatur Review And Development Of Hypotheses
The basic theory to understand the behavior of impusive buying is the theory of consumer behavior in
conducting buying. The term consumer behavior can also be defined as the behavior consumers exhibit in
searching, purchasing, using, evaluating and depleting products and services they expect to satisfy their
needs (Schiffman and Kanuk, 2004) Impulsive consumer purchase behavior is widely recognized as a
phenomenon in Indonesia . Kotler (2012) states that factors that influence consumer behavior in
spontaneous behavior are cultural, social (group, status, family, personal, age, economic environment,
lifestyle, personality, psychological, motivation, perception, attitude ). Meanwhile, purchasing decisions
are also influenced by price, product and product characteristics
In the context of culture then today has evolved a culture of consumerism and hedonism as an
influence of changes in the lifestyle of modern society. Hedonism is a worldview that considers the
pleasures and pleasures of matter as the ultimate goal of life. For these adherents, fun, party, and pleasure
are the main goals of life, whether they are pleasing to others or not. Because they think life is only once,
so they feel like to enjoy the life of pleasure-pleasure. In this environing environment, life is lived freely
in order to fulfill an infinite passion. In Collins Gem's dictionary (1993: 97) it states that, "Hedonism is a
doctrine which states that pleasure is the most important thing in life, or hedonism is the understanding
embraced by people who seek solace of life solely". the characteristics of people who embrace hedonism,
as long as they still think that matter is the ultimate goal to get pleasure, whether by way of obtaining
kosher or halal material that is forbidden religion. The characteristics of hedonism according to Cicerno
in Russell (2004) are as follows: Having an instant lifestyle view, seeing the acquisition of treasures from
a final possession is not a process for making the final outcome. Becoming a pursuit of physical
modernity. Having relativity enjoyment above average height. Meet many of the spontaneous desires that
arise. Hedonism is a momentary pleasure of worldly delight. Love to the world and all the luxuries seen
and felt by the five human senses. Conceptual model developed in this research as follows :
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International Journal of Economics, Business and Accounting Research (IJEBAR)
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Vol-4, Issue-4, 2020 (IJEBAR)
E-ISSN: 2614-1280 P-ISSN 2622-4771
https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Figure 1. Conceptual Model
Badgaiyan & Verma (2014), Liang (2012), Liao et al (2009), Mihic & Kursan (2010), Shahjehan et al
(2012)
Hypothesis
The hypothesis is based on theoretical studies. The theory of consumer behavior in conducting
purchasing becomes the basis in the preparation of the hypothesis that Kotler (2012) states that the factors
that affect consumer behavior in spontaneous buying (impulsive behavior) is a lifestyle, where modern
lifestyle shows the characteristics of hedonism. In addition, the hypothesis is also based on previous
research such as Badgaiyan and Verma (2014), Liang (2012), Liao et al (2009), Mihic and Kursan
(2010), Shahjehan et al (2012). So the hypothesis can be formulated as follows:
H1 Product characteristics significantly influence hedonism
H2 Marketing characteristics have a significant effect on hedonism
H3 Consumer characteristics significantly influence hedonism
H4 Product characteristics significantly influence impulsive buying
H5 Marketing characteristics have a significant effect on impulsive buying
H6 Consumer characteristics significantly influence impulsive buying
H7 Hedonism has a significant effect on impulsive buying
3. Method Of The Research
The object of this study covers students in the city of Surakarta, Data type is Primary Data with Surakarta
city student population. Methods and Techniques Data collection by Questionnaire method, Observation
method, Documentation Method. The population of this research is the students of Surakarta city. The
sample was taken from a population of 200 people, with random sampling technique, taking into account
the large number of samples. Technique of taking data with random sampling. In this research variable
consist of exogenous variable and endogenous variable. Exogenous variables are product characteristics,
marketing characteristics, consumer characteristics. Endogenous variable is impulsive buying behavioral.
While hedonism as intervening variable or intermediary. Product characteristics use indicator: product
has low price (KP1), small need of product (KP2), small and light product size (KP3), product easy to
store (KP4). Marketing characteristics use indicator: large scale promotion (KS1), discount (discounted,
bonus) (KS2), and Number, location and retail distance of consumer affordable store (KS3). Consumer
characteristics using indicators: personality (KK1), individual attitudes (KK2), age (KK3), gender (KK4),
education (KK5), occupation (KK6), (4) hedonism using indicators: activities (pursuing physical
modernity, a lot of money) (HD1), interest (spontaneous interests, instant viewing of life) (HD2),
opinions (relativity above average pleasures, worldly content hates heavy problems) HD3, and (5)
impulsive buying using indicators: special bid (IB1), latest model (IB2), no thought (IB3), shopping
obsessed (IB4), no need (IB5). Testing Validity and reliability, Testing validity and reliability is intended
to measure the quality of data used in research (Ferdinand, 2006). Hypothesis testing, conducted by using
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multivariate analysis with Structural Equation Model (SEM) model with SmartPLS program. This model
is chosen because it has the ability to not only test the causal relationship between the dependent variable
with the independent variable (structural model), but also the validity and reliability of the latent variable
(measurement mode
4. Results And Discussion
Data analysis technique in this research will use the model of structural equation with Partial Least
Square (PLS) method, considering 2 things that: (1) The sample in this study small size (<200) so that
SEM-AMOS analysis can not be used (2) ) Distribution of data is not normal, so need to use non-
parameter statistical analysis, which in this analysis ignores assumption assumption used in SEM-
AMOS.Model model in this research will be analyzed by using program SmartPLS 3 through three
stages.The first stage, the assessment of the Model of Measurement (Outer Model), the first step in the
analysis with Partial Least Square (PLS) is to test the measurement model evaluated using convergent
validity and discriminant validity for the indicator block. Convergent validity can be assessed by looking
at the reliability of each indicator, composite reliability and Averaged Variance Extracted (AVE).
The second stage, the convergent validity assessment, Convergent Validity is used to test whether
the indicators used have accurately measured the constructs or dimensions. Convergent Validity measures
the consistency of factor loading for various operational tests tested using two criteria: (1) each item has a
loading factor on construct statistically significant, in this case above 0.7 or 0.5 - 0.6 in the development
stage (Chin, 1998), and (2) each construct has an Avaraged Variance extracted (AVE) above 0.5. In this
study the value of the loading factor to be used is 0.5 to 0.6 as suggested by Chin, (1998). A construct is
valid if the outer loading value is more than 0.5. If the value of the invoice less than 0.5 then the construct
is declared invalid. The data is processed and the value of each item is loaded to each construct. The
loading factor value for the construct can be presented in table.1
Table 1. Value loading factor variable research
Loading factor Criteria Conclusion
Product characteristics
KP1 0.747 0.5 Valid
KP2 0.828 0.5 Valid
KP3 0.695 0.5 Valid
KP4 0.283 0.5 Not Valid
Marketing characteristics
KS1 0.904 0.5 Valid
KS2 0.937 0.5 Valid
KS3 0.488 0.5 Not Valid
Consumer characteristics
KK1 0.648 0.5 Valid
KK2 0.300 0.5 Not Valid
KK3 0.343 0.5 Not Valid
KK4 0.742 0.5 Valid
KK5 0.739 0.5 Valid
KK6 0.397 0.5 Not Valid
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Hedonism
HD1 0.598 0.5 Valid
HD2 0.748 0.5 Valid
HD3 0.836 0.5 Valid
impulsive buying
IB1 -0.349 0.5 Not Valid
IB2 0.420 0.5 Not Valid
IB3 0.838 0.5 Valid
IB4 0.913 0.5 Valid
IB5 0.858 0.5 Valid
If loading factor variable > 0.5 then declared reliable and valid. Based on these results explained that
most indicator variables are significant at p < 0.05 and have a loading factor value greater than 0.5.
Whereas, the indicator for construct KP4, KK2, KK3, KK6, IB1, IB2 is invalid and factor loading value
is well below 0.5, so in that indicator model must be dropped to get model prediction, while KS3 because
factor loading value is close to 0.5 then it is maintained in the model prediction. Based on the conclusion
of value loading factor tesrsebut then obtained value loading factor is revised for prediction model as
follows:
Table 2. Value loading factor variable research by revised
Loading factor Criteria Conclusion
Product characteristics
KP1 0.719 0.5 Valid
KP2 0.843 0.5 Valid
KP3 0.719 0.5 Valid
Marketing characteristics
KS1 0.900 0.5 Valid
KS2 0.934 0.5 Valid
KS3 0.505 0.5 Valid
Consumer characteristics
KK1 0.871 0.5 Valid
KK4 0.894 0.5 Valid
KK5 0.560 0.5 Valid
Hedonism
HD1 0.616 0.5 Valid
HD2 0.707 0.5 Valid
HD3 0.858 0.5 Valid
Impulsive buying
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IB3 0.872 0.5 Valid
IB4 0.893 0.5 Valid
IB5 0.766 0.5 Valid
The third stage, Structural Model construction, that is prediction of structural model that can be built
with SEM-PLS analysis can be presented as :
Figure 2. Conceptual Model With SEM -PLS
After testing the model of outer model, then testing the structural model. This test is meant to
evaluate the interconnectivity relationship that has been proposed in this research hypothesis. Based on
the results of the analysis, two kinds of information are generated which show how well the predicted
structural model and the hypothesized relationships are. The first information in can by looking at the
value of R Square which is a goodness-fit test model to explain the percentage of construct variation of
the whole model. Using the SmartPLS 3 output and the bootstrapping method 500 samples, as shown in
the Table below, we can see the R Square value of each endogenous variable :
Table 3. R-Square Inner Model
R-square
Product characteristics
Marketing characteristics
Consumer characteristics
Hedonisme 0.203
Impulsive Buying 0.518
With the biggest R-Square Impulsive Buying Behavior that is equal to 0.518 it can be concluded that the
contribution of independent variable variables and the mediation studied contributes to the
entrepreneurial decision of 51.8% and the rest is influenced by other factors outside of the studied eg
environmental characteristics and others. Hypothesis test is done to answer the research problem.
Interpretation of the estimation result with SEM-PLS can be done after assumptions about the model are
met. Here is a hypothesis test based on the calculation results with SmartPLS 3. Testing the hypothesis
proposed, can be seen from the value of T-statistics. The significance of estimated parameters provides
very useful information on the relationship between research variables. The limit to reject and accept the
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proposed hypothesis is ± 1.65, where if the value of t is in the range of values -1.65 and 1.65 then the
hypothesis will be rejected or in other words accept the null hypothesis (H0). The table below provides
estimation output for structural model testing
Table 4.Results for inner weights
original sample mean of Conclusion
T-Statistic
estimate subsamples Hipotesis
Product Characteristics → Hedonism 0.258 0.275 2.307 Accepted
Marketing Characteristics → Hedonism 0.101 0.127 0.610 Rejected
Consumer Characteristics → Hedonism 0.246 0.229 1.323 Rejected
Product Charactersitic → Impulsive Buying 0.417 0.376 3.199 Accepted
Marketing Characteristic → Impulsive Buying -0.351 -0.305 2.319 Accepted
Consumer Characteristic → Impulsive Buying -0.034 -0.051 0.223 Rejected
Hedonism → Impulsive Buying 0.530 0.549 4.996 Accepted
Table 5. Direct and indirect influence
Relationship Variable Direct indirect Total Influence
Product Charateristics → Impulsive Behavior 0.417
Marketing Characteristics → Impulsive Behavior -0.351
Consumer Caracteristics → Impulsive Behavior -0.034
Product Charateristics → hedonism → Impulsive
Behavior 0.258 x 0.530 = 0.137 0.417 + 0.137 =0.554
Marketing Characteristics
→hedonisme→Impulsive Behavior 0.101 x 0.530 = 0.055 -0.351 + 0.055 =-0.296
Consumer Caracteristics →hedonisme→Impulsive
Behavior 0.246 x 0.530 =0,130 -0.034+0.130=0.096
Based on the total influence in the above table, the most dominant influence is the influence of product
characteristics on impulsive behavior. Based on the direct and indirect influence, the greatest influence is
the direct effect of product characteristics on impulsive behavior.
Discussion
The results of hypothesis testing, the most important thing to note is the greatest value and significant
influence. The influence of Hedonism on impulsive behavior is the most dominant and significant
influence, it shows that hedonism (the nature of materialism) is a factor that greatly affects consumers in
making unplanned purchases (impulsive behavior). These findings are consistent with research from
Badgaiyan et al (2014) which states that the nature of materialism, the enjoyment of material things, has a
significant positive relationship with impulsive buying behavior. Empirical facts show that the lifestyle of
some young people tend to be oriented on the value of material and prestige. Everything that creates a
modern impression and brings prestige tends to be in demand by teenagers. The lifestyle that is oriented
to pleasure and rah-rah without thinking about its effects further it is called the hedonic lifestyle. This
lifestyle with the common symptoms of coffee shop phenomenon as a youth hedonic lifestyle
The research findings also show that the most dominant influence is the direct influence of product
characteristics on impulsive behavior. The results of this study are in accordance with the theory of Bitta
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and Loudon (1993) (Anin et al., 2008). They reveal the factors that influence impulsive buying, namely
price characteristic, marketing characteristics and consumer characteristics. Likewise, previous research
also supports the results of this study such as discount pricing programs, and the completeness of
products positively influences Impulsive Shopping (Singh, 2006). Empirical facts also explain the results
of this study for example on the sale of smartphones, consumers often make purchasing impulsive
behavior only because of smartpone products because of product characteristics such as sharper cameras
for selfi, size and color more attractive, and features features on a more complete smartphone
Studies based on direct and indirect influence, indicate that the direct influence of product
characteristics on impulsive behavior is the most dominant influence. This shows that the hedonism
variable is less effective as an intervening variable in the relationship of product characteristics to
impulsive behavior. The findings of this study indicate that the characteristics of the product significantly
affect the impulsive behavior is supported by previous studies, such as Christy (2015) which states that
the product packaging design has a significant effect on impulsive behavior. Then, Febria and Tuti (2015)
also states that product price discounts have a significant effect on impulsive behavior. Dian and Eka
(2011) also stated that the placement of products in the store affects the impulsive behavior. The
foregoing research clearly supports the results of this study
The result of this research shows that R-Square Impulsive Behavior biggest is 0,518 it can be
concluded that the contribution of independent variable and mediation variables studied contributes to
impulsive behavior of 51.8% and the rest is influenced by other factors outside the studied eg economic
level, social conditions, and so forth. Actually there are still many factors to consider in understanding the
behavior of impulsive behavior buying, and this is the recommendation for further research
5. Conclusion
Product characteristics, marketing characteristics, consumer characteristics have a positive effect on
hedonism. Product characteristics have a positive effect on impulsive behavior, while marketing
characteristics and consumer characteristics have a negative effect on impulsive behavior. And hedonism
has a positive effect on impulsive behavior. An interesting finding in the structural model of this study is
the negative influence, namely marketing characteristics and consumer characteristics, this can occur
because consumers in making unplanned purchases focus on products, meaning that products that attract
consumers to carry out impulsive behavior
Suggestion
Future research will be better at examining the characteristics of consumers who make impulsive
purchases such as the millennial generation. This is by noting that the effect of consumer characteristics
on impulsive purchasing decisions is negative. The future research also examines the characteristics of
marketing especially online marketing. This is important because this study also shows that the effect of
marketing characteristics on impulsive purchasing decisions is negative.
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