PENGARUH HEDONIC SHOPPING MOTIVATION, DISCOUNT VOUCHER, DAN SHOPPING LIFESTYLE TERHADAP IMPULSIVE BUYING PADA KONSUMEN E-COMMERCE TIKTOK SHOP (Studi Kasus pada Mahasiswa Universitas Muhammadiyah Jember)

This study aims to analyze the influence of hedonic shopping motivation, discount vouchers, and shopping lifestyle on impulsive buying among TikTok Shop e-commerce consumers, using a case study of students from the University of Muhammadiyah Jember. The rapid development of online shopping has encouraged impulsive buying behavior, especially among students who actively use digital platforms and are frequently exposed to promotions and interactive shopping content. This study used a quantitative approach with 100 students who had made purchases on TikTok Shop as respondents. Data were collected through questionnaires and analyzed using multiple linear regression. The results showed that hedonic shopping motivation had a positive and significant effect on impulsive buying, meaning that the higher the pleasure and emotional experience while shopping, the greater the tendency to make impulsive purchases. Discount vouchers also had a positive and significant effect on impulsive buying because they provided a perception of benefits and encouraged quick purchasing decisions. Shopping lifestyle was proven to have a positive and significant effect on impulsive buying, indicating that a high shopping lifestyle increases the tendency to make spontaneous purchases. This study is expected to be a reference for digital marketers and future researchers in understanding consumer behavior on e-commerce platforms.