The Influence of Shopping Motives on Impulse Buying Through Shopping Lifestyle on Tokopedia in Indonesia

This study aims to analyze the influence of shopping motives on impulse buying with shopping lifestyle as a mediating variable among Tokopedia users in Indonesia. This study uses a quantitative method with an explanatory research approach. The research sample is Tokopedia users who have made transactions at least twice in the last six months, with a total of 200 respondents selected through purposive sampling. The research instrument is an online questionnaire with a Likert scale, and the data are analyzed using Structural Equation Modeling (SEM-PLS). The results show that shopping motives have a positive and significant effect on impulse buying, shopping motives have a positive and significant effect on shopping lifestyle, and shopping lifestyle has a positive and significant effect on impulse buying. Shopping lifestyle is proven to partially mediate the relationship between shopping motives and impulse buying. This finding provides a theoretical contribution in strengthening the literature on consumer behavior in the digital era, as well as practical implications for Tokopedia in designing consumer lifestyle-based marketing strategies to increase impulse buying.