INNOVATIVE: Journal Of Social Science Research

Volume 4 Nomor 1 Tahun 2024 Page 1526-1534

E-ISSN 2807-4238 and P-ISSN 2807-4246
Website: https://j-innovative.org/index.php/Innovative

The Influence Of Shopping Lifestyle On Impulse Buying Behavior With Positive

Emotion As A Moderating Variable

1✉
Petrus Loo , Fitri Novilia2 , Teguh Budi Raharjo3 , Ramli Semmawi4 , Ahmad Junaedi Abas5
(1) STIE Eka Prasetya, Indonesia
(2) Universitas pendidikan Indonesia
(3) Universitas Pancasakti Tegal, Indonesia
(4) Institut Agama Islam Negeri Manado, Indonesia
(5) Universitas Agung Podomoro, Indonesia
1✉
Email: Loo.petrus@gmail.com

Abstrak
Peneliti meyakini Gaya Hidup Belanja akan meningkatkan Impulsive Buying karena ketergantungan,
mengingat belanja sebagai kebutuhan primer, dan dapat mengganggu stabilitas keuangan terutama
bagi wanita yang tidak mempunyai uang lebih. Penelitian ini merupakan penelitian kuantitatif dengan
pendekatan eksplanatori, yaitu penelitian yang menjadikan penelitian terdahulu sebagai inspirasi
dalam menghasilkan pola-pola baru pada penelitian selanjutnya. Data dalam penelitian ini
dikumpulkan dengan menggunakan metode kuesioner pada wanita berpenghasilan 1-3 juta yang
terdiri dari 14 butir pertanyaan pilihan ganda 1-5 yang berisi kalimat setuju, sangat setuju, tidak setuju,
sangat tidak setuju, dan tidak keduanya. Data yang digunakan dalam penelitian ini dianalisis dengan
smart PLS 4.0.
Kata Kunci: Gaya Hidup Belanja, Perilaku Pembelian Impulsif, Emosi Positif,

Copyright @ Petrus Loo, Fitri Novilia, Teguh Budi Raharjo, Ramli Semmawi, Ahmad Junaedi Abas
 Abstract
Researchers believe the Shopping Lifestyle will increase Impulsive Buying due to dependency,
considering shopping as a primary need, and can disrupt financial stability, especially for women who
don't have more money. This research is quantitative research with an explanatory approach, namely
research that uses previous research as inspiration in producing new patterns in future research. The
data in this research was collected using a questionnaire method for women with an income of 1-3
million consisting of 14 multiple choice question items 1-5 containing the sentences agree, strongly
agree, disagree, strongly disagree, and neither. The data used in this research was analyzed with smart
PLS 4.0.
Keyword: Shopping Lifestyle, Impulse Buying Behavior, Positive Emotion,

INTRODUCTION
The development of lifestyle aspects is increasingly touching everyone's daily lives
(Karim, 2019) An increase in consumer income causes consumer needs to also increase.
Shopping lifestyle also has a significant influence on impulse buying (Pipih Sopiyan, 2020).
This is in line with research conducted by (Sucidha, 2019) which states that shopping
lifestyle has a simultaneous effect on impulse buying. Impulse buying or unplanned
purchasing is behavior where someone does not plan a purchase of a particular item when
shopping. When making impulse purchases, consumers never think about buying a
particular product or brand. They immediately make a purchase because they are
interested in the brand or product at that moment.
According to (Darma, 2014a), defines that: "The pattern in which people live and use
their money and time, lifestyle better describes a person's behavior, namely how he lives,
uses his money and utilizes the time he has. Lifestyle is often described by a person's
activities, interests and opinions (activities, interests and opinions). Shopping Lifestyle is a
person's choice in spending their time and money. With the availability of time, they have
a lot of time to carry out shopping activities and if they have enough money, they have
increasing purchasing power. Involvement with a product is a factor in the situation. It
could also be due to trends and advertising that influence consumers in purchasing goods.
This method is usually the reason for someone to make excessive and unnecessary
purchases as they had planned. If their shopping style is too excessive, where they are
happy to spend their time and money, when they see an item that is attractive to their
eyes, they make a spontaneous purchase decision or what is often called an impulse
purchase (unplanned purchase).
Impulse buying is a planned purchase which refers to purchases that are not planned
in advance (Darma, 2014). In impulse buying activities, the products purchased are mostly

Copyright @ Petrus Loo, Fitri Novilia, Teguh Budi Raharjo, Ramli Semmawi, Ahmad Junaedi Abas
products that consumers want to buy (not needs), and are less needed by consumers.
According to YingPing Liang in the journal "The Relationship between Consumer Product
Involvement, Product Knowledge, and Impulsive Buying Behavior, 2012" states that
impulsive buying consumers make purchases without awareness, and it is estimated that
around two-thirds of purchasing decisions are developed while looking at goods. Engel
and Blacwell (1982) in Semuel (2006), define unplanned buying as a purchasing action that
is made without prior planning or the purchasing decision is made while in the shop.
Meanwhile, according to (N. Nuryani, 2020), "Impulse buying or unplanned
purchasing is another consumer purchasing pattern. As the term implies, the purchases
that consumers do not specifically plan”. This means that impulse buying is a type of
consumer behavior, where this can be seen from consumer purchases that are not planned
in detail. This statement is supported by Iyer (S. Nuryani et al., 2022), impulse buying is a
fact of life in consumer behavior which is proven as a purchasing activity that is related to
the environment and limited time in shopping, where the purchasing route they take
should be different. These routes can be differentiated through the impulse hierarchy
which shows that behavior is based on affective responses which are influenced by strong
feeling (Maydiana et al., 2020), so that impulse smelling according to Hoch et al., occurs
when there are very strong positive feelings which are then followed by purchase attitude
(Darma, 2014).
As the researcher explained above, if the Shopping Lifestyle will greatly influence
Impulsive Buying as explained in the research (Cantikasari & Basiya, 2022); (Maydiana et
al., 2020); (Aminudin, 2022); (Urmila, 2022) & (DEWANTORO, 2020). Different from
previous studies, this research adds the Positive Emotion variable as a moderating variable.

RESEARCH METHOD
Basically, shopping lifestyle can significantly influence impulse buying. However,
different from other research, this research adds the Positive Emotion variable as a
moderating variable (Jonathan Sarwono, 2016). Therefore, this research uses 1 Independent
variable, namely Shopping Lifestyle, 1 Dependent variable, namely Impulsive Buying
Behavior, and 1 moderating variable, namely Positive Emotions (Sugiyono, 2019). This
research is quantitative research with an explanatory approach, namely one that uses
previous research like old water sources to produce novelty in new water sources
(Manzilati, 2017). The data in this research was collected using an online questionnaire
method from 300 women who had incomes above 3 million spread throughout Indonesia.
These data were analyzed using the Samrt PLS 4.0 analysis tool with the following research

Copyright @ Petrus Loo, Fitri Novilia, Teguh Budi Raharjo, Ramli Semmawi, Ahmad Junaedi Abas
model (Hair, 2010):
Figure 1
Model

SL IBB

PE

Noted :
SL: Shopping Lifestyle
IBB: Impulse Buying Behavior
PE: Positive Emotion

Hypothesis:
H1: The Influence of Shopping Lifestyle on Impulse Buying Behavior
H2: Positive Emotion Can Moderates The Influence of Shopping Lifestyle on Impulse
Buying Behavior

RESULTS AND DISCUSSION

Validity Test
The researcher's belief in the Shopping Lifestyle variable can have a positive
relationship and a significant influence on Impulsive Buying and the Positive Emotion
variable can moderate the influence of the Shopping Lifestyle variable on the Impulsive
Buying variable. It must pass a validity test by testing the 14 question items in this research
which consist of 6 Shopping Lifestyle variables. , 4 Impulse Buying variables, and 4 Positive
Emotion variables with the following results: (Ghozali, 2016):
Table 1
Validity Test
Variable Question Item Loading Factor
The shopping lifestyle 0.821
makes women dependent
on shopping
The shopping lifestyle 0.819
seems to make shopping a

Copyright @ Petrus Loo, Fitri Novilia, Teguh Budi Raharjo, Ramli Semmawi, Ahmad Junaedi Abas
 basic need
Shopping Lifestyle The shopping lifestyle 0.811
(X1) makes consumption costs
even greater
The shopping lifestyle 0.829
makes spending more and
more
The shopping lifestyle 0.822
creates dependency
The shopping lifestyle 0.817
makes purchases
increasingly impulsive
Impulse purchases can be 0.834
influenced by shopping
style
Impulse buying can be 0.822
Impulse Buying Behavior influenced by positive
(Y) emotions
Impulse purchases can be 0.831
influenced by an unfrugal
style
Impulse buying is a 0.835
negative thing for certain
people and a positive thing
for certain people
Positive emotions can 0.789
Positive Emotion influence shopping lifestyle
(Z) Positive emotions can 0.777
increase impulse buying
Positive emotions can 0.841
provide comfort
Positive emotions can 0.812
provide satisfaction
Valid > 0.70

Copyright @ Petrus Loo, Fitri Novilia, Teguh Budi Raharjo, Ramli Semmawi, Ahmad Junaedi Abas
 Realibility Test
After ensuring that all the question items consisting of 14 question items include the
6 Shopping Lifestyle variable question items, the 4 Impulse Buying Behavior question
items, and the 4 Positive Emotion question items used in this research are all valid. The
next stage is to ensure that all variables are reliable with the following reliability test results
(Sarstedt et al., 2014):
Table 2
Realibility Test
Variable Composite Cronbach Alfa Noted
Reliability
Shopping Lifestyle 0.809 0.849 Reliable
Impulse Buying 0.822 0.862 Reliable
Behavior
Positive Emotion 0.801 0.841 Reliable
Reliable > 0.70

Path Coefisien
The researcher's belief that the Shopping Lifestyle variable can have a positive
relationship direction and a significant influence on the Impulse Buying Behavior variable
and the Positive Emotion variable can moderate the relationship between the two variables
above is proven in the final stage by knowing the T-Statistics and P-Values values in this
research with the results as follows (Supriyanto, 2019):
Table 3
Path Coefisien
Variable T-Statstict P-Values
Direct Influence SL->IBB 4.379 0.008
Indirect Influence PS* SL->IBB -1.287 0.089
Accepted & Significant Level < 0.05
The shopping lifestyle is something that is sometimes good but more often bad for
women, especially those who do not have too much income. In the end, this shopping
lifestyle will increase Impulsive Buying Behavior. This statement is in line with the results of
the first hypothesis of path efficiency in this research which shows that the shopping lifestyle
variable has a t-statistic value above 1.960, namely 4.379 and a P-Value of 0.008 below 0.05
as a significance level. These results are in line with research (Cantikasari & Basiya, 2022);
(Maydiana et al., 2020); (Aminudin, 2022); (Urmila, 2022) & (DEWANTORO, 2020)

Copyright @ Petrus Loo, Fitri Novilia, Teguh Budi Raharjo, Ramli Semmawi, Ahmad Junaedi Abas
. This means that the researcher's first belief and also hypothesis 1 in this research can be
proven and is consistent.
Unfortunately, the researcher's second belief which is also hypothesis 2 in this study
was not successfully proven because the T-Statistics value was below the standard deviation
of 1.960, namely -1.287 and the P-Values value was below the significance level of 0.05,
namely 0.089. Researchers suspect there was an error in distributing the questionnaire to
women who had an income of 3 million. Because someone who has a limited income/not
much more than the basic necessities is dangerous for a shopping lifestyle and makes
impulsive purchases. Researchers believe it would be different if the questionnaire was
distributed to women who have 3 times more income.
R-Square
Based on the explanation above, it can be concluded that the researcher's first belief
is correct regarding the influence of Shopping Lifestyle on Impulse Buying Behavior because
it has a positive relationship and has a significant influence on Impulse Buying Behavior.
However, the moderating variable shows the opposite direction of the relationship. To find
out more detailed results, here are the R-Square results in this study (Sarstedt et al., 2014):
Table 4
R-Square
Variable R-Square Adjusted Square
IBB 0.810 0.803
SLF 0.885 0.876
The results from the presentation in table 4 above show that the Impulse Buying
Behavior variable can be influenced by the dependent variable, in this case Shopping
Lifestyle, as much as 81% and the remaining 19% is influenced by other variables that are
not in this research. Apart from that, the Shopping Life Style variable can influence the
Shopping Life Style and Impulse Buying Behavior variables by 88% but has a negative
relationship direction (Gujarati, 2013).

CONCLUSION
The shopping lifestyle is something that is sometimes good but more often bad for
women, especially those who do not have too much income. In the end, this shopping
lifestyle will increase Impulsive Buying Behavior. This statement is in line with the results of
the first hypothesis of path efficiency in this research which shows that the shopping lifestyle
variable has a t-statistic value above 1.960, namely 4.379 and a P-Value of 0.008 below 0.05
as a significance level. These results are in line with research (Cantikasari & Basiya, 2022);

Copyright @ Petrus Loo, Fitri Novilia, Teguh Budi Raharjo, Ramli Semmawi, Ahmad Junaedi Abas
 (Maydiana et al., 2020); (Aminudin, 2022); (Urmila, 2022) & (DEWANTORO, 2020)
. This means that the researcher's first belief and also hypothesis 1 in this research can be
proven and is consistent.
Unfortunately, the researcher's second belief which is also hypothesis 2 in this study
was not successfully proven because the T-Statistics value was below the standard deviation
of 1.960, namely -1.287 and the P-Values value was below the significance level of 0.05,
namely 0.089. Researchers suspect there was an error in distributing the questionnaire to
women who had an income of 3 million. Because someone who has a limited income/not
much more than the basic necessities is dangerous for a shopping lifestyle and makes
impulsive purchases. Researchers believe it would be different if the questionnaire was
distributed to women who have 3 times more income.

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