The Influence of Hedonic Shopping and Free Shipping Tagline on Impulsive Buying of Shopee Users
(Case Study on Student of Al-Falah As-Sunniyah University)
Downloads
This research is motivated by impulsive buying behavior which is felt to be increasing among Shopee users, especially students. One of the factors is hedonic shopping and free shipping taglines. The purpose of this study is to ascertain if hedonic shopping and free shipping taglines have an impact on students at Al-Falah As-Sunniyah University's impulsive Shopee purchases. One hundred students from Al-Falah As-Sunniyah University who use Shopee make up the sample size for this quantitative study, which employs the survey method and probability sampling procedures utilizing the simple random sampling method. Using the statistical program SPSS 25, multiple regression analysis is applied in the data analysis method. The result shows that impulsive purchasing is significantly impacted by hedonic shopping, and the free shipping tagline, both simultaneously or in separate effect. This study adds and increases knowledge about the impulse buying habits of Indonesian students and digital consumer behavior, especially those related to online shopping at Shopee e-commerce, and as a reference for future research. The study's findings also offer valuable information for creating marketing plans that work for Shopee and other e-commerce sites. They also highlight the significance of educating customers about impulsive buying so that platforms can add tools or services that encourage more thoughtful purchases.
Adhiyani, O. R., & Indriyanti, A. (2020). Analisa Pengaruh Iklan, Cashback dan User Friendly terhadap Impulse Buying Konsumen Dompet Elektronik OVO di Surakarta. Jurnal Mebis, 5(2).
Almaida, A., & Saputra, D. H. (2021). Pengaruh Manfaat Utilitarian dan Manfaat Hedonis serta Status Sosial terhadap Keputusan Perpindahan Merek dari Televisi Kabel ke Netflix. Jurnal Bisnis Dan Pemasaran Digital, 1(1), 49–59.
Amalia, P. (2023). Pengaruh Diskon Tanggal Kembar dan Gratis Ongkir Shopee terhadap Perilaku Konsumtif Mahasiswa Ekonomi Islam UII. Universitas Islam Indonesia.
Andini, M. P., Ariza, A. F., & Wulandari, D. S. (2023). Pengaruh Tagline “Gratis Ongkir” Marketplace Shopee Terhadap Keputusan Pembelian Pada Mahasiswa di Universitas Sari Mulia. Economic and Education Journal (Ecoducation), 5(2), 114–130. https://doi.org/10.33503/ecoducation.v5i2.3512
APJII. (2024). APJII Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang.
Arifiana, A., & Mardikaningsih, R. (2024). The Influence of Affective Image , Attractiveness , Hedonism , Psychological Well-Being , and Shopping Experience on Revisit Intention. Airlangga Journal of Innovation Management, 05(04), 575–598.
Ariska, Y. I., Yustanti, N. V., & Ervina, R. (2022). Dampak Tagline “Gratis Ongkos Kirim” dan Program Flash Sale pada Marketplace Shoppe untuk Mendorong Impulsive Buying secara Online. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 10(S1). https://doi.org/10.37676/ekombis.v10iS1.2005
Ayuningrum, S. P. (2022). Analisis Faktor-Faktor Yang Memengaruhi Niat Belanja Online Konsumen Selama Pandemi Covid-19 Dengan Menggunakan Kerangka Stimulus-Organisme-Respons (SOR).
Bazlinah, F. (2024). Pengaruh Motivasi Belanja Hedonis dan Gaya Hidup terhadap Pembelian Impulsif Pada Mahasiswa Pengguna E-Commerce. Fakultas Psikologi UIN Syarif Hidayatullah Jakarta.
Dass, M., Kohli, C., & Acharya, M. (2023). An investigation into slogan design on creating slogan–brand alignment: Message clarity and creativity enhance while jingles and rhymes weaken alignment. Journal of Advertising Research, 63(1), 43–60.
Dwi Kurnia PS, Miftahul Munir, Suhartono. (2023). Analisis Statistik dengan SPSS (1st ed.). CV.EUREKA MEDIA AKSARA.
Eji, A. (2024). Marketing Strategy of Sponsorship Events and Celebrity Endorsement to Increase Consumer Brand Awareness of Kapal Api Products. Airlangga Journal of Innovation Management, 5(1), 141–153. https://doi.org/10.20473/ajim.v5i1.55785
Ernestivita, G., Budiyanto, B., & Suhermin, S. (2023). Seni Digital Marketing untuk Meningkatkan Pembelian Impulsif dan Compulsif.
Fauziana, H., Wardhana, A. K., & Rusgianto, S. (2022). The Effect of Education, Income, Unemployment, and Poverty toward the Gini Ratio in Member of OIC Countries. Daengku: Journal of Humanities and Social Sciences Innovation, 2(2), 181–191.
Febriyanti, A. R., Ratnasari, R. T., & Wardhana, A. K. (2022). The Effect of Economic Growth, Agricultural Land, and Trade Openness Moderated By Population Density on Deforestation in OIC Countries. Quantitative Economics and Management Studies, 3(2).
Ferdiansyah, M. I. (2023). Pengaruh Flash Sale dan Tagline “Gratis Ongkir” Shopee Terhadap Keputusan Pembelian Implusif Secara Online. ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship), 4(2), 106–109. https://doi.org/10.29303/alexandria.v4i2.473
Ghifara, A. S., Iman, A. N., Wardhana, A. K., Rusgianto, S., & Ratnasari, R. T. (2022). The Effect of Economic Growth, Government Spending, and Human Development Index toward Inequality of Income Distribution in the Metropolitan Cities in Indonesia. Daengku: Journal of Humanities and Social Sciences Innovation, 2(4), 529–536.
Ghozali, I. (2021). Aplikasi Analisis Multivariate (10th ed.). Badan Penerbit Universitas Diponegoro.
Hernita, N., Istiono, D., & Z Nur, L. (2022). Budaya Hedonic Shopping Motivation dan Sales Promotion terhadap Impulse Buying Pengguna E-Commerce Shopee. Titian: Jurnal Ilmu Humaniora, 6(2), 194–210. https://doi.org/10.22437/titian.v6i2.21597
Juliansyah, A. F., Putri, A. E., Suryadana, M. L., Endyana, C., & Wardhana, A. K. (2021). Global Muslim Response to Bandung Halal Tourism Branding. International Journal of Applied Sciences in Tourism and Events, 5(2), 197–206. https://doi.org/https://doi.org/https://doi.org/10.31940/ijaste.v5i2.197-206
Kawulusan, V. T., Ogi, I. W. J., & Moniharapon, S. (2023). PENGARUH DISPLAY PRODUK, TAGLINE DAN PERILAKU HEDONIC SHOPPING TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF DI MR D.I.Y MANADO TOWN SQUARE. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(4), 161–172. https://doi.org/10.35794/emba.v11i4.51640
Khotimah, K., & Syafwandi, S. (2024). Analisis Pengaruh Motivasi Belanja Hedonis, Gratis Ongkir, dan Consumer Review terhadap Pembelian Impulsif pada Konsumen Online Shop. Journal of Internet and Software Engineering, 1(2), 14. https://doi.org/10.47134/pjise.v1i2.2274
Kusnanto, S. P., Gudiato, C., Kom, M., Usman, S. E., Blasius Manggu, S. E., & Sumarni, M. L. (2024). Transformasi Era Digitalisasi Masyarakat Kontemporer. Uwais Inspirasi Indonesia.
Laeli, R. N., & Prabowo, R. E. (2022). Analisis Pengaruh Online Customer Review, Online Customer Rating dan Tagline" Gratis Ongkir" terhadap Keputusan Pembelian melalui Marketplace Shopee. SEIKO: Journal of Management & Business, 5(2), 306–314.
LARASWATI, R. A. Y. U. (2024). PENGARUH FLASH SALE, GRATIS ONGKOS KIRIM, DAN VIRAL MARKETING TERHADAP PERILAKU PEMBELIAN IMPULSIF MELALUI.
Loestefani, V., Poan, R., Suwitorahardjo, B., & Wardhana, A. K. (2022). Service Quality and Product Quality as An Influence on Customer Loyalty at Naturalis Koffie. FIRM Journal of Management Studies, 7(2), 211–236.
Ma’azah, N., & Prasetyo, A. (2023). Brand Image Melalui Customer Satisfaction Sebagai Variabel Intervening Terhadap Customer Loyalty Pada Produk Skincare Safi Indonesia. Airlangga Journal of Innovation Management, 4(2), 219–228. https://doi.org/10.20473/ajim.v4i2.50401
Mattia, G., Di Leo, A., & Principato, L. (2021). Online Impulse Buying and Cognitive Dissonance. Springer.
Pratiwi, A. C., Wardhana, A. K., & Rusgianto, S. (2022). Application of Vector Error Correction Model on Macroeconomic Variables toward Changes in the Composite Stock Price Index. Daengku: Journal of Humanities and Social Sciences Innovation, 2(2), 219–229.
Pujianto, O., Achsa, A., & Novitaningtyas, I. (2023). Pengaruh Brand Ambassador, Sales Promotion Dan Brand Awareness Terhadap Keputusan Pembelian Pada E-Commerce Shopee. Airlangga Journal of Innovation Management, 4(1), 60–73. https://doi.org/10.20473/ajim.v4i1.45502
Rahima, P., & Cahyadi, I. (2022). Pengaruh Fitur Shopee Paylater terhadap Perilaku Konsumtif Mahasiswa Universitas Mataram. Target: Jurnal Manajemen Bisnis, 4(1), 39–50.
Rahman, I., Ratnasari, R. T., & Wardhana, A. K. (2022). Effect of Certificate of Bank Indonesia Sharia and
Indonesian Bank Seven Days Repository Rate to Inflation Ratio in Indonesia During Covid-19 Pandemic. Economic Education and Entrepreneurship Journal, 5(1), 157–174.
Ramdhani, D., & Maulina, R. (2023). The Effect of Price and Free Shipping on Purchasing Decisions in E-Commerce Shopee on Students of The Faculty of Economics Pasim National University. International Journal of Integrative Sciences, 2(9), 1349–1368.
Riduwan, R., & Wardhana, A. K. (2022). Effect of industrial digitalization on total halal meat production in Java. Journal of Halal Product and Research, 5(1), 24–31.
Riyanto, Slamet, H., & Andhita, A. (2020). Metode Riset Penelitian Kuantitatif Penelitian-di Bidang Manajemen (p. 280).
Rusni, A., & Solihin, A. (2022). PENGARUH MOTIVASI BELANJA HEDONIS, DISKON HARGA DAN TAGLINE “GRATIS ONGKIR” TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF SECARA ONLINE DI SHOPEE. Jurnal Ilmiah Manajemen Dan Bisnis, 7(2), 167–179. https://doi.org/10.38043/jimb.v7i2.3841
Ryandono, M. N. H., Imron, M. A., & Wildan, M. A. (2022). World oil prices and exchange rates on Islamic banking risks. International Journal of Energy Economics and Policy, 12(4), 409–413.
Ryandono, M. N. H., Permatasari, S. A., & Wijayanti, I. (2019). Business behavior in an islamic perspective: Case study of muslim woman entrepreneurs in Ikatan Wanita Pengusaha Indonesia (IWAPI). 12th International Conference on Business and Management Research (ICBMR 2018), 154–159.
Salsabilla, D. (2022). PENGARUH VOUCHER GRATIS ONGKOS KIRIM TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI E-COMMERCE SHOPEE (Studi Mahasiswa FEBI Program Studi Ekonomi Syariah Angkatan 2018). IAIN MANADO.
Santoso, R. L. D., & Arochman, M. (2024). Pengaruh Motivasi Belanja Hedonis, Promosi Penjualan, Dan Atmosfer Toko Terhadap Pembelian Impulsif. PRAGMATIS, 5(2), 67–76.
Santoso, T. B., & Kusuma, A. (2023). The Development of the Usage of Blockchain for Waqf and Zakat Globally: A Bibliometric Study. International Journal of Mechanical Computational and Manufacturing Research, 13(3), 83–91.
Septari, F. (2022). Pengaruh Flash Sale Dan Tagline Gratis Ongkir Shopee Terhadap Keputusan Pembelian Impulsif Pada Mahasiwa Ekonomi Syariah FEBI UIN Ar-Raniry Dari Perspektif Ekonomi Islam. UIN Ar-Raniry.
Shintia, R. (2021). Pengaruh Motivasi Belanja Hedonis Dan Display Produk Terhadap Keputusan Pembelian Impulsif Mahasiswa Jurusan PIPS Angkatan 2018-2019 Universitas Jambi. Universitas Jambi.
Siddiq, I., Juliana, J., & Adirestuty, F. (2020). Shariapreneur Interest: Analysis Of Sharia Business Knowledge and Motivation (Studies On Students Of The Islamic Economics Study Program Bandung City Universities. Review of Islamic Economics and Finance, 3(2), 80–90.
Similarweb. (2024). Peringkat Situs Web Marketplace Teratas di Indonesia pada November 2024. Similarweb.
Subagio, H. (2023). Pengaruh atribut supermarket terhadap motif belanja hedonik motif belanja utilitarian dan loyalitas konsumen.
Sudariana, N. (2021). Analisis Statistik Regresi Linier Berganda.
Sugiyono. (2020). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D.
Sungkono, M. M., & Maskur, A. (2023). Pengaruh Sales Promotion, Hedonic Shopping Motivation, dan Shopping Lifestyle Terhadap Impulse Buying Pada Situs Belanja Online (Studi Terhadap Pengguna Tokopedia di Kota Semarang). Oikos: Jurnal Kajian Pendidikan Ekonomi Dan Ilmu Ekonomi, 7(2), 2549–2284.
Suprayogi, N., Fianto, B. A., Febriyanti, A. R., Sukmaningrum, P. S., Filianti, D., & Wijayanti, I. (2025). PEMBERDAYAAN MASYARAKAT PESISIR DI DESA KWANYAR BARAT, BANGKALAN, MADURA: PERSPEKTIF KEBERLANJUTAN LINGKUNGAN, KESEHATAN, DAN EKONOMI DIGITAL. Jurnal Terapan Abdimas, 10(1), 1–10.
Tarka, P., Kukar-Kinney, M., & Harnish, R. J. (2022). Consumers’ personality and compulsive buying
behavior: The role of hedonistic shopping experiences and gender in mediating-moderating relationships. Journal of Retailing and Consumer Services, 64, 102802.
Wardhana, A. K., & Ratnasari, R. T. (2022). Impact of Agricultural Land and the Output of Agricultural Products Moderated with Internet Users toward the Total export of Agricultural Product in Three Islamic South East Asian Countries. Iqtishodia: Jurnal Ekonomi Syariah, 7(2), 11–20.
Wardhana, A. kusuma, Ratnasari, R. tri, & Fauziana, H. (2023). Islamic Investment in Indonesia Before and During Pandemic of Covid-19: a Bibliometric Study. Berkala Akuntansi Dan Keuangan Indonesia, 8(1), 22–37. https://doi.org/10.20473/baki.v8i1.33557
Wardhani, C. A. (2022). Pengaruh Promosi, Tagline Gratis Ongkir, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Melalui E-Commerce Shopee Pada Mahasiswa Progam Studi Manajemen Bisnis Syariah IAIN Kudus. IAIN KUDUS.
Yudha, A. T. R. C., Huda, N., Maksum, M., Sherawali, S., & Wijayanti, I. (2024). The Moderating Effect of Religiosity on Fashion Uniqueness and Consciousness in Halal Fashion Purchase. Indonesian Journal of Halal Research, 6(2), 71–84.
Zaki, I., Herianingrum, S., Hapsari, M. I., Bayuny, A. F. R., & Wijayanti, I. (2024). Diversifikasi Pengolahan Frozen Nugget, Pengemasan dan Pemasaran Google Bisnis. JILPI: Jurnal Ilmiah Pengabdian Dan Inovasi, 2(3), 1–10.
Zakik, Z., Kamil, A., Prasetyo, A. S., Ryandono, M. N. H., & Wijayanti, I. (2022). Economic development on Madura Island through halal tourism: A business feasibility study. Al-Uqud: Journal of Islamic Economics, 6(2), 289–303.
Copyright (c) 2025 Airlangga Journal of Innovation Management
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- The journal allows authors to hold copyright without restrictions and retain publication rights without restrictions. The author retains the copyright and grants the first publication rights to the journal, with his work simultaneously licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY-NC-SA). This license allows others to share the work with acknowledgment of authorship and initial publication in this journal, provided that the work is not used for commercial purposes and that any derivative works must use the same license.
- Authors may enter into additional contractual agreements for non-exclusive distribution of the journal publication version (e.g., uploading it to an institutional repository or publishing it in book form), while still including acknowledgment of the initial publication in this journal.
- Authors are allowed and encouraged to upload their work online (e.g., in an institutional repository or personal website) before and during the submission process. This can support productive scientific exchanges as well as increase citations to published works.
AJIM by UNAIR is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
