Agung Utama, Endang Hariningsih, Anita Mustikasari, Wardana Wardana, Arif Wibowo
This study examines the impact of price discounts, positive emotion, and hedonic motivation on impulsive buying decisions in Indonesia, with a focus on the moderating role of gender. Impulse buying is a significant consumer behavior, often driven by emotional triggers and promotional tactics such as price discounts. The study argues that hedonic motivations and positive emotions play a stronger role than price discounts in stimulating impulsive purchases, particularly in fashion retail settings. A quantitative approach was employed using a structured survey and purposive sampling targeting individuals with a history of offline and online impulse purchases. Data from 179 respondents were analyzed using SmartPLS to evaluate structural equation models. Findings reveal that hedonic motivation and positive emotion significantly influence impulse buying behavior, whereas the impact of price discounts is less substantial. Gender moderates these relationships, with men responding more strongly to price discounts compared to women. The study offers practical insights for retailers to design gender-sensitive and emotionally appealing promotional strategies. It also contributes to consumer behavior literature in emerging markets by highlighting the cultural and emotional dimensions of impulse buying in Indonesia’s retail sector. © 2025 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Department of Management, Faculty of Economics and Business, Universitas Negeri Yogyakarta, Yogyakarta, Indonesia; Department of Management, Sekolah Tinggi Ilmu Bisnis Kumala Nusa, Yogyakarta, Indonesia
