The Effect of Hedonic Motivation and Positive Affect on Impulsive Buying Behavior Mediated by Shopping Lifestyle

This study explores the development of Google Sites-based teaching materials for thematic subjects using the ADDIE model. With the rapid advancement of technology, e-commerce has transformed consumer behavior, particularly in online shopping. This research aims to analyze the effects of hedonic motivation and positive affect on impulsive buying behavior, mediated by shopping lifestyle among users of the Shopee application in Surakarta. A quantitative approach was employed, with data collected from 160 respondents through questionnaires. The findings indicate significant relationships between hedonic motivation, positive affect, and impulsive buying behavior, highlighting the influence of shopping lifestyle. The study provides insights for educators and marketers in understanding consumer behavior in the digital marketplace.