Citation:

I Made Brahmanta Dwikayana, I Gusti Ngurah Jaya Agung Widagda. "The Role of Shopping Enjoyment in Mediating the Effect of Store Atmosphere and Hedonic Motivation on Impulse Buying" International Research Journal of Economics and Management Studies, Vol. 4, No. 8, pp. 195-204, 2025. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V4I8P120

Abstract:

Changes and advancements in the times have resulted in ever-changing trends, leading to the need for malls offering a wide variety of products and shopping convenience to support customer desires. The desire to follow trends makes some people hedonistic and tends to make unplanned purchases. This study aims to explain the influence of Hedonic Motivation, Store Atmosphere on Shopping Enjoyment and Impulse Buying among fashion store customers at Living World Mall, Bali. This study is an associative quantitative study. The location of this study was Living World Mall, Denpasar City. The sample in this study was 140 Living World Mall customers with a non-random method based on consideration. The results of the study found that Hedonic Motivation and Store Atmosphere have a positive and significant effect on Shopping Enjoyment and Impulse Buying, Shopping Enjoyment has a positive and significant effect on Impulse Buying, and Shopping Enjoyment mediates the influence of Hedonic Motivation and Store Atmosphere on Impulse Buying. Living World Mall must continue to pay attention to mall comfort so that it creates shopping comfort for customers, as well as the presence of store atmosphere and hedonic motivation that increase impulse buying.

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Keywords:

Hedonic Motivation, Store Atmosphere, Shopping Enjoyment, Impulse Buying.