Indonesian Journal of Business and Entrepreneurship, Vol. 11 No.

1, January 2025 Available online at

Permalink/DOI: http://dx.doi.org/10.17358/IJBE.11.1.121 http://journal.ipb.ac.id/index.php/ijbe

BUY OR BYE: EXPLORING THE TRIGGER OF IMPULSE BUYING BEHAVIOR

AMONG GEN Z IN LIFESTYLE RETAIL

The Syifaul Maula1, Rini Rahayu Kurniati, Rio Era Deka

Department of Business Administration, Faculty of Administrative Sciences, Universitas Islam Malang
Jalan Mayjen Haryono No.193, Dinoyo, Kec. Lowokwatu, Kota Malang, Jawa Timur 65144

Article history: Abstract

Received Background: In today's competitive retail business, many stores, including KKV, are
30 September 2024 implementing innovative marketing strategies to attract customers, especially Generation Z.
However, this generation is known to be more critical and selective in shopping, including in
Revised making impulse buying.
17 October 2024 Purpose: This study explores the influence of product assortment and store atmosphere on
impulse buying with hedonic shopping motivation as an intervening variable at KKV outlets.
Accepted Design/Methodology/approach: This research uses an explanatory research approach. The
6 November 2024 study's population consisted of all customers, including Generation Z, who had shopped at
KKV Mall Olympic Garden Malang City. The sample was selected by purposive sampling of
Available online 100 respondents. The Structural Equation Modeling (SEM) techniques were used to analyze
24 January 2025 data collected through questionnaires.
Finding/Result: The results showed that product assortment and store atmosphere positively
and significantly influence hedonic shopping motivation. However, these two variables do
This is an open access not directly affect impulse buying. Hedonic shopping motivation is shown to have a positive
article under the CC and significant influence on impulse buying and can function as a mediator between product
BY license (https:// assortment and impulse buying, but the relationship between store atmosphere and impulse
creativecommons.org/ buying cannot be mediated by it.
licenses/by/4.0/) Conclusion: This research provides practical, useful information to retailers on creating
more successful marketing campaigns to encourage impulse buying behavior in Generation Z
and opens up opportunities for further research on other factors that can influence consumer
purchasing decisions in the retail environment.
Originality/value (State of the art): This research fills the literature gap by exploring the
role of hedonic shopping motivation as a mediator between external stimuli and impulse
buying. Previous research has rarely addressed this topic, thus providing significant managerial
implications and a valuable contribution to understanding consumer behavior.

Keywords: hedonic shopping motivation, impulse buying, product assortment, store

atmosphere

How to Cite:
Maula T. S., Kurniati R. R., & Deka R. E. (2025). Buy or Bye: Exploring The Trigger of Impulse Buying Behavior Among
Gen Z in Lifestyle Retail. Indonesian Journal of Business and Entrepreneurship (IJBE), 11(1), 121. https://doi.org/10.17358/
ijbe.11.1.121

1
Corresponding author:
Email: the.syifa1202@gmail.com

Copyright © 2025 The Author(s), ISSN: 2407-5434; EISSN: 2407-7321 121

P-ISSN: 2407-5434 E-ISSN: 2407-7321 Indonesian Journal of Business and Entrepreneurship,
Vol. 11 No. 1, January 2025
Accredited by Ministry of RTHE Number 32a/E/KPT/2017

INTRODUCTION this study aims to determine the extent to which the

product diversity factor and the store atmosphere
The retail industry in Indonesia is experiencing created by KKV can attract the attention of Generation
rapid growth, as seen from the emergence of various Z by being driven by internal factors, namely the nature
retail shopping centers, both local and international. of hedonic shopping in this generation.
Retail refers to the direct sale of goods and services
to consumers for personal use, not for resale (Utami, A retailer must adjust by following trends and
2017). The retail industry in Indonesia not only has understanding consumer behavior (Lutfiani et al.
an important role in fulfilling consumer needs but 2023). A good understanding of consumer behavior
also contributes greatly to supporting the country’s can influence their purchasing decisions, including
economic activities. In accordance with data from the encouraging impulse buying (Angelita and Rachmi,
Central Bureau of Statistics, In 2023, Indonesia’s retail 2021).
sector became the second largest contributor to Gross
Domestic Product (GDP), with 12.94%. This growth Impulse buying is defined as a spontaneous purchase of
shows increased retail stores operating, so competition a product or service without prior planning, triggered
in this sector is getting tougher. It encourages retailers to by a sudden urge or desire (Widagdo and Roz,
innovate and implement effective marketing strategies 2021). According to Utami (2017), impulse buying
to attract consumers. behavior can be triggered by various stimuli from the
retail environment, such as product completeness,
One of the successful international retailers operating quality of goods, strategic store location, attractive
in Indonesia is KKV, a modern retail store from China exterior and interior design, and a comfortable store
that carries the lifestyle concept and focuses on a atmosphere. Previous research has highlighted many
pleasant shopping experience. KKV was established in external factors that influence impulse buying in retail
2015 and is part of the KK Group. KKV offers a wide consumers (Misbach, 2022; Nurhidayah and Makmur,
range of products that meet the community’s needs, 2022). In addition to external factors, impulse buying
including body care products, cosmetics, household is also influenced by internal stimuli that come from
appliances, accessories, toys, stationery, snacks, and within the individual, such as hedonic shopping
instant noodles from various local and international motivation (Gamaya and Suardana, 2024). Consumers
brands. By implementing a “one-stop shopping“ often make impulse purchases not because of a need
strategy, KKV strives to fulfill various consumer needs but because of a desire or hedonic motivation to get
easily and completely during one visit. satisfaction and pleasure while shopping (Tuzzahra
and Tirtayasa, 2020). It is reinforced by the opinion of
KKV began its expansion into the Indonesian market Rook (1987) which states that impulse buying happens
on March 4, 2020, by launching its first store at Central when consumers feel a spontaneous and ongoing
Park Mall Jakarta (Faqir, 2023). Since its inception, desire to purchase something, driven by hedonic
KKV has quickly gained popularity, especially motivation. While it has been recognized that the role
among the younger generation. With a mission to of hedonic shopping motivation can drive impulse
create a fun shopping experience relevant to modern buying, research exploring its role as a mediator
lifestyles, especially for Generation Z, KKV focuses on between external triggers and impulse buying is still
engaging shopping experiences by providing products limited. Most previous research has concentrated on
and services that match the needs and preferences of other internal factors, like positive emotions (Isnaini
modern consumers. and Rahmidani, 2021; Rismawati and Pertiwi, 2022).
Therefore, there is a significant research gap that
Amidst its success, KKV is also faced with significant requires further exploration regarding how hedonic
challenges in understanding the shopping behavior of shopping motivation influences the connection between
Generation Z, which is known to be selective, critical, external factors and impulse buying behavior.
and consumptive. Therefore, research on factors
that can strengthen consumer attraction is needed. In order to fill the research gap, this study explores more
By considering the physical condition of the KKV deeply the impulse buying behavior of Generation Z
store, which carries the concept of contemporary and consumers in the lifestyle retail sector with a focus on
instagrammable and provides a large range of goods, KKV retail due to its success in attracting Generation

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Vol. 11 No. 1, January 2025
Accredited by Ministry of RTHE Number 32a/E/KPT/2017

Z through unique and instagrammable store designs This research uses quantitative methods with an
(Farah, 2024). The Stimulus Organism Response explanatory research approach. Primary and secondary
(SOR) theory is the researcher’s theoretical basis. data sources were employed in this investigation. The
This theory comes from a classic communication population studied in the study were all consumers,
model influenced by psychological theories, especially including Generation Z, who had shopped at KKV
behaviorism (Hariyanto, 2021), and is considered Mall Olympic Garden in Malang City. The Lemeshow
relevant for analyzing the complex interactions formula was utilized to determine the sample size due
between stimulus, organism, and response in human to the unknown population size, which resulted in
behavior (Asyraff et al. 2023). The SOR theory is often 96 respondents, then rounded up to 100 respondents,
applied to examine consumer behavior perceptions and with an additional 4.12%. The sampling process used
intentions (Kim, Lee and Jung, 2020). Therefore, the a purposive sampling technique, selecting respondents
SOR theory is considered suitable for use in this study based on specific criteria aligned with the research
because it can examine how stimuli in the form of goals (Sekaran and Bougie, 2016). The criteria include
product assortment and store atmosphere can influence Generation Z consumers aged 17 to 27 years who have
the organism through hedonic shopping motivation, made purchases directly at KKV Mall Olympic Garden
which ultimately triggers the final response in the form in Malang City.
of impulse buying decisions in consumers.
This research gathered primary data via online
Seeing this phenomenon, this study on the effect of questionnaires distributed using Google Forms and
product assortment and store atmosphere on shopping given directly to visitors at KKV outlet locations.
interest in Generation Z at KKV is very relevant. Meanwhile, secondary data was sourced from books,
Given that Generation Z tends to make impulse buying literature, articles, scientific journals, and previous
(Amanatin and Savira, 2023) due to the encouragement research reports. This study employs a Likert scale for
of hedonic motivation (Ramadhan and Simanjuntak, measurement, with each variable being assessed using
2018), which means they often seek pleasure and indicators developed from experts’ theories.
satisfying experiences when shopping. Therefore, this
research aims to explore more deeply how product Product diversity variables are measured based on
assortment and store atmosphere at KKV outlets indicators from Kotler and Keller (2012), which
influence Generation Z impulse buying, with hedonic include width, length, depth, and consistency.
shopping motivation as an intervening variable. This Store Atmosphere variables are measured based on
research is supposed to offer profound knowledge for indicators from Berman et al. (2018), which consist
KKV to develop more effective marketing strategies of exterior, general interior, store layout, and interior
and contribute to the consumer behavior literature, display. Impulse Buying variables are measured using
especially on Generation Z. four indicators from Stern (1962), which include pure
impulse, reminder impulse, suggestion impulse, and
planned impulse. Meanwhile, the hedonic shopping
METHODS motivation variable is measured by indicators from
Utami (2017), which consists of adventure shopping,
This research was conducted at KKV Mall Olympic social shopping, gratification shopping, idea shopping,
Garden Malang City, located at Jl. Kawi No. 24, 2nd role shopping, and value shopping. Every item is scored
floor, Kauman, Klojen District, Malang City, East Java on a 5-point Likert scale, where 1 denotes “strongly
65516. The duration of the research lasted for 2 months, disagree“ and 5 denotes “strongly agree.”
from July to August 2024. The selection of KKV Mall
Olympic Garden Malang City as the object of research This study analyzed the data using Structural Equation
is based on the intense focus of retail companies on Modeling (SEM) techniques to examine variable
improving the customer shopping experience through relationships, utilizing Smart PLS version 4.0 software
optimizing the store atmosphere and the diversity of for analysis. Furthermore, an outer model evaluation
products offered. analysis is carried out, which includes a measurement
model, and an inner model evaluation, which includes
a structural model. Construct validity and reliability
testing, as well as SEM analysis with intervening

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variables, are used to test hypotheses and assess the Hedonic Shopping Motivation on Impulse Buying
extent to which these variables are interconnected with
each other (Hair et al. 2021). The measurement and Hedonic shopping motivation is a shopping activity
structural models are evaluated using several criteria, that is driven by the desire to feel pleasure through the
including Convergence Validity, Composite Reliability, five senses, imagination, and emotions, where pleasure
Discriminant Validity, Average Variance Extracted, and enjoyment from the items purchased are the main
Variance Inflation Factor, R-square, and hypothesis goals (Arnold and Reynolds, 2003). According to
testing conducted through the Bootstrapping method. Utami (2017), hedonic shopping motivation is one of
the elements that can affect impulse buying behavior,
Product Assortment on Hedonic Shopping which comes from within a person with the reason for
Motivation shopping to get rid of boredom and loneliness, find an
escape, and fulfill fantasies while suppressing feelings
A retailer must consider their product assortment of depression. The study conducted by Susanto and
according to the needs of the target market broadly Aminah (2023) states that hedonic shopping motivation
and deeply (Kotler and Keller, 2016). Providing a wide positively and significantly affects impulse buying
variety of products is very important for a retail store behavior. From this explanation, the hypothesis in this
because it can encourage and motivate consumers study can be drawn as follows: H3: Hedonic shopping
to make purchases (Wahyuni and Ernawati, 2020). motivation (Z) has a positive and significant effect on
Consumers motivated by hedonic aspects will seek impulse buying (Y)
a pleasant and satisfying shopping experience to
fulfill their emotional and psychological needs. It is Product Assortment on Impulse Buying
strengthened by Nanda et al. (2022), whose research
found that product assortment has a positive and Product assortment is the entire product and goods
significant influence on hedonic shopping motivation. provided by a particular seller for sale (Kotler
From this description, the following hypothesis is and Keller, 2012). In the retail world, the variety
obtained: H1: Product assortment (X1) has a positive of products offered plays a key role in business
and significant effect on hedonic shopping motivation competition because it provides consumers with a
(Z). variety of choices when shopping (Aprizal and Sari,
2023). With a complete and varied range of products,
Store Atmosphere on Hedonic Shopping Motivation consumers will tend to be more easily tempted to buy
goods that were not previously planned (Rina, Meutia
According to Kotler and Keller (2016), store atmosphere and Ardiyanti, 2022). Research conducted by Irawati
is an element designed to create a unique shopping and Santoso (2021) proves that product assortment
experience. Store Atmosphere must match buyers’ basic positively and significantly affects impulse buying. On
motivations to create an attractive shopping experience the basis of this description, the following hypothesis
that leaves customers feeling satisfied and happy. Peter is obtained: H4: Product assortment (X1) has a positive
and Olson (2010) add that store atmosphere can affect and significant effect on impulse buying (Y)
consumer emotions that are often not realized when
they shop. A good store atmosphere not only forms a Store Atmosphere on Impulse Buying
positive image of the store but also creates an attractive
and pleasant impression for consumers, which in turn According to Berman et al. (2018), store atmosphere
can increase their shopping motivation (Pasaribu, 2020). refers to the physical characteristics of a retail store that
This statement is supported by Calvo-Porral and Lévy- give a certain impression or image to attract customers.
Mangin (2021) research states that store atmosphere Stores with a comfortable and attractive atmosphere
positively and significantly impacts hedonic shopping tend to make consumers feel at home and encourage
motivation. Therefore, the hypothesis in this research them to spend more time shopping, which in turn can
can be formulated as follows: H2: Store atmosphere increase interest in impulse buying (Lutfiani, Farisi and
(X2) has a positive and significant effect on hedonic Yuliana, 2023). This interest is reinforced by Anggraini
shopping motivation (Z). and Sulistyowati (2020) research, which states that a
store atmosphere has a positive and significant effect on
impulse buying. From this description, the following

124 Indonesian Journal of Business and Entrepreneurship, Vol. 3 No. 2, May 2017
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Vol. 11 No. 1, January 2025
Accredited by Ministry of RTHE Number 32a/E/KPT/2017

is a formulation of the study’s hypothesis: H5: Store Store Atmosphere on Impulse Buying through
atmosphere (X2) has a positive and significant effect on Hedonic Shopping Motivation
impulse buying (Y)
Store atmosphere is important in attracting consumers
Product Assortment on Impulse Buying through to visit and feel comfortable shopping (Pasaribu,
Hedonic Shopping Motivation 2020). According to Utami (2017), one factor that
triggers impulse buying is the stimulus from the store
According to Groover (2010), product assortment environment. A pleasant store atmosphere can arouse
refers to the variety of types or designs that distinguish consumer emotions and create hedonic value, which in
products from one company to another. Product diversity turn encourages them to make purchases that were not
in terms of brand, type, size, material, and product planned before. It was supported by Stefanny (2021)
availability in each store can be a special attraction research indicates that store atmosphere positively
for consumers, which in turn can encourage impulse impacts impulse buying through hedonic shopping
buying (Arya and Telagawathi, 2021). Consumers motivation. From this, the following hypothesis is
tend to give a positive impression of a store that obtained: H7: Store atmosphere (X2) has a positive
provides products according to their needs and desires and significant effect on impulse buying (Y), which is
(Utami, 2017). This positive impression can trigger mediated by hedonic shopping motivation (Z)
hedonic motivation in individuals to make purchases,
where psychological requirements like contentment, The diagram in Figure 1 illustrates the interrelationship
prestige, emotions, and other subjective sentiments are between three key elements in impulse buying in KKV
connected to this hedonic incentive (Maharani, Agustin retail stores. The stimuli that trigger impulse buying
and Aditya, 2023). From this explanation, the following consist of Product assortment and store atmosphere.
hypothesis is obtained: H6: Product assortment (X1) has These stimuli influence hedonic shopping motivation,
a positive and significant effect on impulse buying (Y), which is the pleasure or enjoyment derived from
which is mediated by hedonic shopping motivation (Z) shopping, and act as an intermediary between the stimuli
and the response. Ultimately, this motivation influences
impulse buying, which spontaneous purchase decisions
made by customers characterize. The model tests seven
hypotheses (H1 to H7) that explore the relationship
between product assortment and store atmosphere on
impulse buying, with hedonic shopping motivation
playing an important intermediary role.

STIMULUS ORGANISM RESPONSE

Product
Assortment (X1)

Hedonic Shopping Impulse Buying

Motivation (Z) (Y)

Store Atmosphere
(X2)

Figure 1. Conceptual Framework

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RESULTS (Hair et al. 2021). Based on Table 2, the analysis results

show that all convergent validity criteria are well met.
The study’s results were analyzed to answer the The outer loading values above 0.60 indicate that all
hypotheses that had been formulated. The initial stage indicators are valid and suitable for use. In addition,
in this analysis process involves the introduction of the the composite reliability and Cronbach’s alpha values
respondent profile. Table 1 shows that the majority of above 0.70 indicate a very good level of reliability
respondents in this study are female, with 79 people or for the overall construct. The AVE value greater than
79% of the total respondents, while male respondents 0.50 further strengthens that convergent validity in this
amounted to 21 people or 21%. The majority of study has been well achieved.
respondents were aged 21-23 years, accounting for 56
people or 56% of the total participants. Most of them are Discriminant validity is measured using the Heterotrait
students, with a total of 91 people or 91%. Regarding – Monotrait Ratio (HTMT), where a value HTMT
shopping frequency at KKV, most respondents make below 0.90 indicates a construct has good discriminant
purchases once a month, with a percentage of 61% or validity (Hair et al. 2021). The test results in Table
61 people. 3, suggest that this study has well met the criteria for
discriminant validity.
The next step is to discuss the statistical analysis
result, starting with an assessment of the measurement The second stage tests the structural model using the
model to verify the accuracy and consistency of the R-square and path coefficient values. Before this, it is
indicators used in the study (Hair et al. 2021). This crucial to check for multicollinearity between variables
model is assessed using convergent and discriminant using the inner VIF (Variance Inflation Factor). A VIF
validity. Convergent validity is measured through value below 5 shows no multicollinearity between
several criteria, including the outer loading value is variables (Hair et al. 2021). The data in Table 4 shows
above 0.70, but even if it is between 0.40 to 0.70, it that the values between constructs are <5, meaning
is still acceptable. In addition, Cronbach’s alpha and there is no collinearity between constructs in this
composite reliability should be over 0.70, and the research.
Average Variance Extracted (AVE) must exceed 0.50

Table 1. Characteristics of Respondents

Items Component Total Percentage
Gender Male 21 21%
Female 79 79%
Age 17 – 20 Years Old 34 34%
21 – 23 Years Old 56 56%
24 – 27 Years Old 10 10%
Status/Employment Student 2 2%
College Student 91 91%
Employee 4 4%
Self-employed 3 3%
Shopping Frequency 1 time/month 61 61%
2-4 times/month 30 30%
>5 times/month 9 9%

Table 2. Convergent validity and reliability

Variable Item Outer Loading Cronbach's Alpha Composite Reliability AVE
Product Assortment 6 0.765 – 0.839 0.881 0.910 0.629
Store Atmosphere 15 0.753 – 0.890 0.961 0.965 0.648
Impulse Buying 6 0.721 – 0.834 0.859 0.895 0.589
Hedonic Shopping Motivation 10 0.655 – 0.837 0.926 0.938 0.603

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Table 3. Discriminant Validity (Heterotrait - Monotrait Ratio)

Hedonic Shopping Impulse Buying Product Store Atmosphere
Motivation Assortment
Hedonic Shopping Motivation
Impulse Buying 0.748
Product Assortment 0.728 0.630
Store Atmosphere 0.667 0.544 0.818

Table 4. Collinearity Statistic (VIF)

Hedonic Shopping Motivation Impulse Buying
Product Assortment 2.338 2.672
Store Atmosphere 2.338 2.543
Impulse Buying
Hedonic Shopping Motivation 1.933

Table 5. R-Square
R-Square R-Square Adjusted
Hedonic Shopping Motivation 0.483 0.472
Impulse Buying 0.474 0.458

As stated to Hair et al. (2021), an R-square value of of product variety on hedonic shopping motivation.
0.25 is considered weak, 0.50 moderate, and 0.75 At KKV retail, product diversity is proven to increase
strong. According to Table 5, the R-square value in this the hedonic motivation of Generation Z consumers by
research ≥ 0.25 indicates a weak relationship between 41.5%. Accordingly, the greater the degree of product
variables. The R-square value of 0.483 for hedonic diversity, the greater the consumer’s urge to shop for
shopping motivation indicates that all construct personal pleasure.
variables (X) affect hedonic shopping motivation by
48.30% while other variables influence 51.70%. For The second hypothesis (H2) testing shows that the store
impulse buying, an R-square of 0.474 means 47.40% atmosphere positively and significantly influences
of its variation is explained by the construct variables hedonic shopping motivation, with t-statistics of
(X), with 52.60% impacted by external factors. 2.128 and p-values of 0.033. This result indicates
that an attractive store atmosphere at KKV can
In this study, the path coefficient was used to test the increase hedonic shopping motivation in Generation
hypothesis by examining the t-statistic and p-values. Z consumers. This research is in line with the Calvo-
Hypotheses are considered to have a significant effect Porral and Lévy-Mangin (2021) study states that an
and can be accepted if the t-statistics is greater than 1.96 attractive store environment can strengthen hedonic
and the p-value is less than 0.05 (Sekaran and Bougie, shopping motivation. A good store atmosphere can
2016). The hypothesis test results in Table 6 reveal create a positive emotional experience, thus making
varying outcomes for each hypothesis. Hypotheses H1, consumers more interested in visiting and looking for a
H2, H3, and H6 show that each hypothesis is acceptable pleasant shopping experience.
because it shows a significant effect. Meanwhile,
hypotheses H4, H5, and H7 are rejected because they do The results of the third hypothesis test (H3) show
not show a significant effect. that hedonic shopping motivation positively and
significantly influences impulse buying among
According to the SEM-PLS test results, the first Generation Z consumers at KKV retail, with a t-statistic
hypothesis (H1) shows that product assortment of 3.873 and a p-value of 0.000. It means consumers’
positively and significantly affects hedonic shopping motivation to feel pleasure and satisfaction when
motivation, with a t-statistics of 2.824 and a p-value shopping can trigger impulse buying. The stronger the
of 0.005. This finding is relevant to the research of perceived hedonic shopping motivation, the higher the
Nanda et al. (2022) it shows a strong positive impact frequency of impulse buying. This finding is relevant

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to the results of the analysis of Susanto and Aminah previous research by Ratih et al. (2020), which suggests
(2023), who also discovered a strong and favorable that the store atmosphere does not influence impulse
correlation between spontaneous purchase behavior buying. These findings provide valuable insights for
and hedonic shopping motivation. Therefore, retailers retailers, especially KKV management, to consider
need to design appropriate strategies to utilize this other aspects of their marketing strategy further to
motivation to encourage impulse buying. increase impulse buying behavior.

The fourth hypothesis (H4) shows the result that product Hypothesis six (H6) shows that product assortment
assortment does not significantly impact impulse positively and significantly influences impulse buying
buying, with a t-statistics of 1.232 (below 1.96) and indirectly through hedonic shopping motivation, with a
p-value of 0.218 (above 0.05), so this hypothesis is t-statistic of 2.265 and a p-value of 0.024. This finding
rejected. It shows that product assortment at KKV indicates that product assortment at KKV can trigger
cannot directly encourage impulse buying behavior impulse buying when consumers are motivated to
in Generation Z consumers. Based on the results of shop for personal pleasure. Based on the SOR theory,
respondents’ observations through questionnaires, product assortment acts as a stimulus that stimulates
impulse buying made by Generation Z consumers is consumers to seek a pleasant shopping experience,
more influenced by hedonic shopping motivations, which then triggers consumers to experience hedonic
where they buy an item for pleasure and entertainment, shopping motivation. This motivation, as an active
not because of necessity. It aligns with previous findings organism, finally triggers a response in the form of
of Maroturizky et al. (2024), who also discovered that impulse buying.
product assortment does not significantly affect impulse
buying. This study strengthens previous findings, which
show that product assortment does not directly affect
The fifth hypothesis test (H5) indicates that store impulse buying. However, through the mediating role
atmosphere does not significantly influence impulse of hedonic shopping motivation, product assortment
buying, with t-statistics of 0.184 (less than 1.96) and can indirectly increase consumers’ tendency to impulse
p-values of 0.854 (greater than 0.05). It suggests that buying behavior. This result supports that of Astiwi
store atmosphere elements at KKV are not strong (2017). The study states that product assortment can
enough to encourage impulse buying behavior in lead to hedonic shopping motives, which encourage
Generation Z consumers. These findings align with impulse buying.

Table 6. Result of Hypothesis Testing

Original Sample Standard
T statistics
Variable Relationship Sample Mean Deviation P values Description
(|O/STDEV|)
(O) (M) (STDEV)
Direct Effect
Product Assortment → Hedonic Shopping 0.415 0.397 0.147 2.824 0.005 Accepted
Motivation
Store Atmosphere → Hedonic Shopping 0.325 0.344 0.153 2.128 0.033 Accepted
Motivation
Hedonic Shopping Motivation → Impulse 0.540 0.555 0.139 3.873 0.000 Accepted
Buying
Product Assortment → Impulse Buying 0.175 0.157 0.142 1.232 0.218 Rejected
Store Atmosphere → Impulse Buying 0.027 0.023 0.148 0.184 0.854 Rejected
Indirect Effect
Product Assortment → Hedonic Shopping 0.224 0.221 0.099 2.265 0.024 Accepted
Motivation → Impulse Buying
Store Atmosphere → Hedonic Shopping 0.176 0.194 0.103 1.701 0.089 Rejected
Motivation → Impulse Buying

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Vol. 11 No. 1, January 2025
Accredited by Ministry of RTHE Number 32a/E/KPT/2017

The seventh hypothesis test results (H7) show that CONCLUSIONS AND RECOMMENDATIONS
store atmosphere does not significantly impact impulse
buying through hedonic shopping motivation, with a Conclusions
t-statistic of 1.701 (below 1.96) and p-value of 0.089
(above 0.05). In the context of SOR theory, the store This study successfully identified the influence of
atmosphere acts as a stimulus that should influence product assortment and store atmosphere impact
consumers to feel hedonic shopping motivation impulse buying among Generation Z consumers at
(organism) and ultimately trigger impulse buying KKV Mall Olympic Garden, Malang City, with hedonic
as a response. However, this study suggests that the shopping motivation as an intervening variable. The
stimulus in a store atmosphere is not effective enough results of the analysis show that product assortment
to influence impulse responses through the mediator of significantly enhances hedonic shopping motivation,
hedonic shopping motivation. It means that although meaning that the more diverse products offered,
the store atmosphere can create a pleasant shopping the higher the hedonic motivation of consumers in
experience, this element is not strong enough to shopping. Through this hedonic shopping motivation,
trigger impulse buying behavior, especially among product assortment can indirectly trigger impulse
Generation Z, who tend to be wiser and more informed buying behavior. However, product assortment
in shopping. According to Regina (2024), Generation cannot directly influence impulse buying. Similarly,
Z often does research and is more selective when the store atmosphere also positively and significantly
making purchasing decisions. Therefore, retailers need affects hedonic shopping motivation, but its influence
to adjust their strategy to meet this generation’s needs is not strong enough to encourage impulse buying,
and preferences to increase the occurrence of impulse either directly or indirectly. In other words, the store
buying. atmosphere can increase consumer hedonic motivation
but not enough to encourage impulse buying.
Managerial Implications
This study’s theoretical implications broaden retail trade
This study’s findings offer valuable insights for literature by providing a new perspective on impulse
retailers in managing the shopping experience buying triggers. It shows that internal factors such as
and understanding consumer behavior, especially hedonic shopping motivation can link external stimuli
Generation Z. The results indicate that retail stores to impulse buying behavior. This finding confirms that
must develop more comprehensive and integrated hedonic motivation drives pleasure-seeking and can
marketing strategies to encourage impulse purchases. mediate consumers’ decision-making. Therefore, it is
Retailers need to offer a diverse selection of products important to consider both external and internal factors
and create an attractive store atmosphere to motivate in understanding impulse buying behavior.
and increase consumer satisfaction while shopping. By
providing a pleasant shopping experience, retailers can In terms of practical implications, the findings of this
increase consumer satisfaction and motivate them to study offer practical insight for retailer marketers to
make impulse purchases. craft strategies to appeal to consumers, particularly
Generation Z. By focusing on providing product variety
In addition, to attract impulse purchases from can boost hedonic shopping motivation and encourage
Generation Z, retailers must design more innovative impulse buying while improving store ambiance is used
marketing strategies. These can include providing as a complement to create a pleasant and satisfying
exclusive promos at certain moments, holding shopping experience for consumers.
shopping challenges with direct rewards, and
providing personalized services through product Recommendations
recommendations tailored to consumers’ history and
preferences. These strategies can help retailers attract This study examines consumer behavior in impulse
Generation Z and increase impulse purchases. With buying, especially among KKV consumers, focusing
the right approach, retailers can create an engaging on KKV’s offline store. Given that KKV also has an
and profitable shopping experience, driving significant online store that offers the convenience of shopping
sales growth. remotely with various payment and delivery options,
future research is recommended further to examine

Indonesian Journal of Business and Entrepreneurship, Vol. 3 No. 2, May 2017 129
P-ISSN: 2407-5434 E-ISSN: 2407-7321 Indonesian Journal of Business and Entrepreneurship,
Vol. 11 No. 1, January 2025
Accredited by Ministry of RTHE Number 32a/E/KPT/2017

the impact of KKV’s online store, either separately terhadap motif belanja hedonik pengunjung di
or in comparison with KKV’s offline store, to Mal Gresik. MANAGERIAL, 2(1), 1–10.
understand how both channels can influence consumer Asyraff, M. A., et al. (2023). Adoption of the
purchasing decisions. Additionally, future researchers Stimulus-Organism-Response (S-O-R) model
can also explore differences in shopping experiences in hospitality and tourism research: Systematic
in KKV’s online and offline channels, as well as literature review and future research directions.
how consumers’ preferences for each channel may Asia-Pacific Journal of Innovation in Hospitality
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no conflict of interest. 63249-mvk.html [20 July 2024].
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