HEDONIC SHOPPING MEDIATION ON IMPULSE BUYING DETERMINANTS

The purpose of this study is to prove the role of hedonic shopping in mediating discounts and shopping lifestyles towards impulse buying. The population of this study is the overall consumers of The Body Shop. The sampling method in this study uses accidental sampling. Data collection tools used were questionnaires with a total sample of 100 respondents. Data analysis method uses path analysis and the Sobel test. The results of this study indicate that the mediating role of hedonic shopping on discount and shopping lifestyle as a determinant of impulse buying is proven significant. The total effect of the discount and shopping lifestyle variables on Impulse Buying through Hedonic Shopping is greater than the coefficient of direct and indirect influence. Based on the Sobel Test calculation results prove that the hedonic shopping variable can mediate the impact of the variable discount and shopping lifestyle as a determinant of impulse buying.


INTRODUCTION
Impulse buying and hedonic motives are still interesting variables to study. Various theories and research still have different result caused by consumer behaviour that is very stimulant due to multiple factors, both internal and external consumers. The role of hedonic motives needs to be explored in mediating the impulse buying determinants based on external factors such as discounts and lifestyle (Mowen and Minor, 2001;Kang, 2019). Most people who have impulse buying behaviour, will buy an item without thinking and thinking about the benefits to be gained from the product. Impulse buying usually occurs when consumers see a product and have an appeal, consumers will accidentally purchase the product (Darrat et al., 2016;Dey and Srinivasta, 2017;Akram et al., 2018).
Impulse buying is inseparable from the Hedonic motive (Pandey and Chawla, 2014;Vieira et al., 2018). Hedonic shopping is based on the experience that has been experienced by consumers when buying goods or using company services (Semuel, 2005). Hedonic shopping plays a vital role in people's behaviour regarding impulse impulse buying. Based on previous research, the fourth hypothesis (H4) in this study is that shopping lifestyle has a significant effect on impulse buying. Hermanto (2016) states that hedonic shopping motivations have a significant effect on impulse buying. Someone who has hedonic behaviour can do impulse buying (Gultekin and Ozer, 2012). Some of the results of previous studies, a hedonic response is closely related to satisfaction (Vieira et al., 2018;Zavadskas, 2019) which will cause repeated buying behaviour (Altukar and Kesari, 2017). Also, Darrat et al., 2016, stated that hedonic motives cause consumers to make impulsive purchases. Thus, the fifth hypothesis (H5) in this study is that hedonic shopping has a significant effect on impulse buying. Based on the description, the purpose of this study is to prove the role of hedonic shopping in mediating discount and shopping lifestyle for impulse buying. The conceptual framework of the part of hedonic shopping mediation in determining impulse buying in this research can be seen in Figure 1.

RESEARCH METHODS
The design of this study uses quantitative research by testing several hypotheses used to find relationships and path coefficients between several variables.
The population used by researchers to be studied and subsequently drawn and made conclusions are the overall female consumer who makes impulsive purchases on The Body Shop Jember products. The technique used to take the sample of this research is non-probability sampling, namely the accidental sampling method. The Accidental sampling is used when accidentally meet at the object of study and are willing to become respondents voluntarily. Determination of the sample is the number of independent variables multiplied by 25 (Ferdinand, 2014). In this study, there are four variables, namely discount, shopping lifestyle, hedonic shopping, and impulse buying. Based on these conditions, the number of samples in this study was set at 100 respondents.
The research instrument test used before conducting Path Analysis is to use validity, reliability and normality tests. The validity test uses Product Moment Pearson's Correlation analysis, which is by looking for the relationship of each statement to the total score then the results are compared with a critical level of the significance level of 5%. Testing the constraints of measuring instruments in this study using reliability measurements by checking the Cronbach Alpha statistics. The variable is said to be reliable if the variable has a Cronbach Alpha value of more than 0.60. Normality test in this study used the Kolmogorov-Smirnov-test using a confidence value (α) of 0.05. If www.journalmabis.org the significance level is more than 0.05, then the data is normally distributed.
The analytical tool used in this study is Path Analysis. After testing the pathway, then to prove the mediating role of hedonic shopping variables, the mediation hypothesis testing is done with a procedure developed by Sobel (1982) instead of Ferdinand (2014). and known as the Sobel test. Sobel-test is used to determine whether a relationship through a mediating variable is significantly capable as a mediator in that relationship. The significance of the indirect effect, it is necessary to calculate the calculated Z value compared to the t table value, if the t value> Z table value then it can be concluded that there is a mediating effect.

RESULT AND DISCUSSIONS
Respondent characteristics are essential to study so that they can support a variety of statistical processing results. The data contained in this study include Age, Occupation, Income, and frequency of purchase. Based on Table 1, the characteristics of respondents based on age are dominated by consumers with the age of 21-30 years as much as 46%, and ages 31-40 years as much as 34%. This condition is a natural thing; at that age, women already have their income and women look after their appearance more. Based on Table 2, The Body Shop consumers who have the most jobs as private employees are 34% and as entrepreneurs are 24%. It is because the average individual employee is required to maintain the appearance, and The Body Shop is a good and trusted product to meet the needs of appearance and beauty. The majority of respondents who are consumers of The Body Shop have income above 3 million rupiahs per month, which is as much as 72%. While the least is earning 1-2 million per month, which is as much as 6%. It is because; the price of The Body Shop products is not a second category, so consumers who have a significant www.journalmabis.org income can buy the product. The amount of a person's income is shaped lifestyle and hedonic behaviour. The frequency of purchases of The Body Shop products, on average 3-4 times in the last three months is as much as 44%. However, some consumers are consumers in the very hedonic category, namely 12% of the total respondents who have made purchases more than six times in the last three months. The results of testing the validity of research instruments using Pearson's product-moment correlation are presented in Table 5 below. Based on Table 5 above, it can be seen that the correlation between each variable indicator, namely Discount (X1), Shopping Lifestyle (X2), Hedonic Shopping (Z) and Impulse Buying (Y) shows that r-count> r-table and probability sig <0 .5. Thus, all instruments on all variables can be declared valid. The results of the reliability test of the research variables using Cronbach alpha are presented in the following table 6.
www.journalmabis.org Based on Table 6 shows the results of reliability testing on the variables tested, with a Cronbach alpha value above 0.60. It shows that the research instrument in the form of this questionnaire has been reliable because Cronbach Alpha is higher than the critical value of standard Cronbach alpha. Data normality testing is carried out to ensure that all data in this study are normally distributed before path testing. Based on Table 7 above shows that the value of the results of the normality test with Kolmogorov-Smirnov test on each variable exceeds the amount of α> 0.05. The results of this test illustrate that the data in this study are normally distributed. Path analysis is part of the regression analysis used to analyze causal relationships between variables where the independent variables influence the dependent variable, both directly and indirectly, through one or more intermediaries.

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The t-test is done to prove that the research hypothesis is accepted or rejected. The t-test results can be seen in the following Table 9. Based on the calculation of the Sobel test shows the absolute z-value (23.476)> 1.98 with a significance level of 5%, then proves that the hedonic shopping variable can mediate the influence of the variable discount and shopping lifestyle as a determinant of impulse buying. Thus, the path analysis model of the hedonic shopping mediation role of impulse buying determinants is presented in Figure 2.
Discount is a discount given by the company and is aimed at new and old customers as a form of appreciation for buying activities carried out on the company's products (Tjiptono, 2008). The discount variable gets a good response from consumers. The Body Shop often gives discounts at certain times, for example before a religious celebration, the end of the year, or other special moments and has been written down. However, there is still a response that is not good, and The Body Shop is still too small in providing a discount.
The results showed that Discount affects Hedonic Shopping, this is indicated by the value of a positive path coefficient, it can be interpreted that the higher the discount given by The Body Shop, the more the consumer Hedonic Shopping increases (Loung and Slegh (2014) instead of Tjiptono (2008)). Although the discount www.journalmabis.org affects hedonic behaviour, the path coefficient is smaller than the shopping lifestyle path coefficient on hedonic shopping. It is possible in the price of premium products targeting the middle and upper market segments so that the discounts felt by consumers have not been able to reduce the acquisition price significantly.

Figure 2: The mediation of Hedonic Shopping to Determinants Impulse Buying
The majority of high-income people make a product purchase without seeing the product useful or not. Products that are produced in a limited "limited edition" are a stimulus that causes consumers without thinking to buy it. Shopping lifestyle is a buyer's behaviour regarding responses to the purchase of a product he has done (Tirmizi, 2009).
Shopping lifestyle variables get a good response on each statement or supporting indicator. Respondents assume that The Body Shop is a well-known brand. Besides that this product has good quality. Respondents also expect to attract consumers. The Body Shop must use celebrity endorsers to provide an attraction in buying each of the latest products.
The results showed that Shopping lifestyle influences Hedonic Shopping, this is indicated by the value of a positive path coefficient, it can be interpreted that the better the Shopping lifestyle, the more Hedonic Shopping consumers will be. These results also support research by Andryansyah (2018) and Zavadskas (2019) shopping lifestyle has a positive effect on hedonic shopping.
Discount is a direct discount on the price of the original product and is valid for the period specified. Body Shop discounts vary from 10% to 70%. In this way, it allows consumers to conduct impulse buying behaviour because The Body Shop has spoiled it.
Based on the results of respondents' answers about the Discount and Impulse Buying variables, the average respondent agreed to the statements on the questionnaire relating to Discounts and Impulse Buying. The response can be interpreted that The Body Shop should further improve giving and information about discounts also increase consumer impulse buying.
The results showed that Discount had an effect on Impulse Buying with a significance level of less than 0.05. Besides, the value of the regression coefficient is positive, which means that the more frequent or more significant discount is given, can increase Impulse Buying. It is supports the results of research from Manggiasih et al., (2015); Suryaningsih et al., (2019); Sheehan et al. (2019). the results of this study are that the discount has a positive effect on impulse buying.

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A lifestyle about how to manage finances, time, activities, and behaviour are called shopping lifestyle (Levy, 2009: 131). Lifestyle is one of them influenced by the current of globalization. The lifestyle can be in the form of shopping patterns that can cause consumer Impulse Buying. Besides, according to Pandey and Chawla (2014), lifestyle is closely related to enjoyment, trust, efficacy, offers, and belief in shaping impulse buying behaviour.
Based on the results of respondents' answers, the average respondent answers to agree on statements relating to Shopping Lifestyle and Impulse Buying. It can be interpreted that The Body Shop must be more careful in capturing the behaviour in the Shopping Lifestyle of consumers to further increase impulse buying.
The results showed that Shopping Lifestyle affected Impulse Buying seen from the effects of hypothesis testing, which showed t-arithmetic higher than t-table and significance level smaller than 0.05. Besides, the value of the regression coefficient is positive, which means that the higher the Shopping Lifestyle of consumers, the more Impulse Buying increases. These results support the findings of Chusniasari (2015) and Andryansyah (2018), which states that shopping lifestyle influences impulse buying. However, the path coefficient of the impact of shopping lifestyle on impulse buying is not higher than the path coefficient from the effects of discount on impulse buying. It shows that in impulse buying consumers are more dominantly influenced by the amount of the discount.
An important role in impulse buying is hedonic shopping (Lestari, 2014). Besides financial, other reasons such as fantasy, the social and emotional influence of someone who wishes hedonic causes, someone, to have impulse buying behaviours (Chusniasari, 2015). The Body Shop is already right in marketing through hedonic shopping, but The Body Shop must further improve its marketing also increase consumer impulse buying. The results showed that hedonic shopping affects Impulse Buying seen from the effects of hypothesis testing, which shows that t-arithmetic is more significant than t-table. The significance level is smaller than 0.05. It can be interpreted that the higher the value of hedonic shopping can increase Impulse Buying. It also reinforces the results of research from Manggiasih et al., (2015) hedonic shopping has a positive effect on impulse buying. Research from Chusniasari (2015); Darrat et al., (2016);Vieira et al., (2018) shows that hedonic shopping motivation has a significant effect on impulse buying. Research from Hermanto (2016) results of this study indicates that hedonic shopping motivation has a substantial impact on impulse buying.
The results showed that the discount on impulse buying through hedonic shopping had a significant effect. The influence is shown on the results of hypothesis testing, which shows the results of t-arithmetic higher than t-table and the level of significance is less than 0.05. The path coefficient value is positive, meaning that more discounts will have an impact on increasing impulse buying through hedonic shopping. From the results of research on several consumers, the creation of impulse buying is obtained from a discount given by The Body Shop. When there was a discount announcement at The Body Shop Jember outlets, consumers whose primary purpose was not to visit The Body Shop, became interested in attending and even buying The Body Shop products.
Impulse buying can be created if consumer hedonic shopping increases (Gultekin and Ozer, 2012). Consumers who get good experiences after buying products from The Body Shop will increase the value of hedonic shopping. Impulse buying will appear when consumers see the products displayed on the store. The magnitude of the indirect effect of discount on impulse buying through hedonic shopping is 10.2%. Meanwhile, the total impact of the Discount variable on Impulse

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Buying through Hedonic Shopping is 0.397 or 39.7%. It proves that the effect of discount on impulse buying is more significant if through hedonic shopping mediation compared to its direct and indirect influence. The Sobel test shows that the absolute z-value> z-table with a significance level of 5% proves that the hedonic shopping variable can mediate the effect of the discount variable as a determinant of impulse buying (Dey and Srinivasta, 2017;Altukar and Kesari, 2017).
The results of this study prove that the intervening hedonic shopping variable will foster influence in increasing impulse buying. The results of this study can be a recommendation for The Body Shop to provide discounts at the right moment. They are providing information about discounts so that consumers have good knowledge and bring up hedonic shopping to foster impulse buying in consumers of The Body Shop.
The results showed that shopping lifestyle for impulse buying through hedonic shopping had a significant effect. The influence is shown on the results of hypothesis testing, which shows the results of t arithmetic higher than t table and the level of significance is less than 0.05. The path coefficient value is positive, meaning that the better the shopping lifestyle will have an impact on increasing impulse buying through hedonic shopping (Gultekin and Ozer, 2012).
The results of research on several consumers, the emergence of impulse buying is obtained from the creation of shopping lifestyle (Kang, 2019). When consumers see that celebrities use this brand as an endorse star, there will be a desire to use products from The Body Shop as well. Even if there is a new product, consumers will be interested in buying it.
Impulse buying can be created if consumer hedonic shopping increases (Altukar and Kesari, 2017). Consumers who get good experiences after buying products from The Body Shop will increase hedonic shopping. Thus impulse buying will emerge when consumers see the products displayed at its outlets. The magnitude of the indirect effect of shopping lifestyle on impulse buying through hedonic shopping is 11.1%. Meanwhile, the total influence of shopping lifestyle variables on Impulse Buying through Hedonic Shopping is 0.404 or 40.4%. It proves that the impact of shopping lifestyle on impulse buying is more significant if it is mediated by hedonic shopping compared to its direct and indirect influence. The Sobel test shows that the absolute z value> z table with a significance level of 5% then proves that the hedonic shopping variable can mediate the influence of the shopping lifestyle variable as a determinant of impulse buying.
The results of this study prove that the presence of intervening variables in the form of hedonic shopping will foster a good influence on the variable impulse buying. From the results of this study, The Body Shop must be able to increase the value of shopping lifestyle, to bring up hedonic shopping and can foster impulse buying in consumers of The Body Shop (Akram et al., 2018).

CONCLUSSION
Based on the results of the analysis and discussion, it can be concluded that the study of the discounted variable path to hedonic shopping has a significant positive coefficient. Meanwhile, the shopping lifestyle path analysis of hedonic shopping has a significant decisive factor. The discount path coefficient is higher than the shopping lifestyle path coefficient for hedonic shopping. The frequency and magnitude of discounts given are a more influential customer in increasing the value of hedonic shopping.
The test results of the discounted variable path analysis for impulse buying have a significant positive coefficient. Besides, the shopping lifestyle path coefficient of www.journalmabis.org impulse buying also has a significant decisive factor. The shopping lifestyle coefficient more influences impulse buying compared to discount. The test results of the hedonic shopping variable path analysis of impulse buying have significant positive coefficient values; this means that hedonic shopping behaviour can increase impulse buying.
The role of Hedonic Shopping Mediation towards discounts and Shopping Lifestyle as determinants of Impulse Buying is also evident. The total effect of discount and shopping lifestyle variables on Impulse Buying through Hedonic Shopping is greater than the coefficient of direct and indirect influence. Based on the calculation results, Sobel Test proves that the hedonic shopping variable can mediate the impact of the variable discount and shopping lifestyle as a determinant of impulse buying.