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Hedonic Shopping Motivation and Impulse Buying: The Effect of Website Quality
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DOI: 10.13106/jafeb.2021.vol8.no1.395

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 Bambang WIDAGDO, Kenny ROZ / Journal of Asian Finance, Economics and Business Vol 8 No 1 (2021) 395–405 395

Print ISSN: 2288-4637 / Online ISSN 2288-4645

doi:10.13106/jafeb.2021.vol8.no1.395

Hedonic Shopping Motivation and Impulse Buying: The Effect of Website

Quality on Customer Satisfaction

Bambang WIDAGDO1, Kenny ROZ2

Received: September 30, 2020  Revised: November 22, 2020  Accepted: December 05, 2020

Abstract
The sophistication of technology information has led to a series of innovative activities in the economy, particularly in buying and selling
products and services both conventionally and online. Currently online activities provide opportunities for customers to get the desired needs.
The purpose of this research is to examine the effect of website quality, hedonic shopping motivation, and impulse buying on customers’
satisfaction of online shopping in Indonesia. Eight online marketplaces are the focus of this research. This study uses a quantitative approach.
This is a structural equation research with data obtained from 177 students through an online questionnaire using a five-point Likert scale;
the selection criteria is having shopped online from various universities in Indonesia. The statistical testing tool used is SPSS 26.0, with the
effect between variables determined using Partial Least Square (SmartPLS 3.0). The findings of this study indicate that the nine proposed
hypotheses are accepted, positively and significantly, directly or indirectly, which are supported by previous research to reinforce the
findings that have been found. The interesting attributes associated with this study are hedonic shopping motivation and impulse buying that
mediate the relationship between website quality and customer satisfaction of online shopping in Indonesia’s marketplace.

Keywords: Hedonic Shopping Motivation, Impulse Buying, Website Quality, Customer Satisfaction

JEL Classification Code: E44, F31, F37, G15

1.  Introduction Users shows that a rapid increase is experienced in the

country. In 2017, 143.26 million or 54.86% of Indonesian
Advances in information technology have led to a series citizens used the Internet as a means of livelihood, while
of innovative activities in the economy, particularly in buying in 2018, 171.17 million or 64.8% of users were recorded
and selling goods both conventionally and online. In the past, (www.apjii.or.id, 2019). Therefore, it was concluded that a
these activities were carried out at outlets or stores, presently, 10% increase in the number of Internet users was detected
they are performed online. These products are in the form of on a yearly basis. This resulted in the emergence of online
goods and services, however, the ease of online shopping has retailing, better known as e-commerce, which is presently
increased the number of Internet users. The survey results a society’s lifestyle. However, due to the rapid increase
carried out by the Association of Indonesian Internet Service in online shopping, business actors need to adopt specific
strategies to remain relevant in the already competitive
market. The retail companies create websites that serve as
a medium for potential customers to interact and carry out
First Author. Professor, Department of Management, Faculty of
1

Economics and Business, University of Muhammadiyah Malang, transactions, thereby making shopping easier. The Webqual
Indonesia. Email: bwidagdo@umm.ac.id method was adopted to measure the quality of a website. It is
Corresponding Author. Lecturer, Department of Management, Faculty
2
a ServQual development, widely used to capture consumer
of Economics and Business, University of Muhammadiyah Malang,
Indonesia [Postal Address: Jl. Raya Tologomas No 246, Malang, East
expectations and perceptions assumed to represent service
Java, 65144, Indonesia] Email: firdauskenny@umm.ac.id quality (Baber, 2019). The success of online retailing is
determined by the customers’ satisfaction after indulging in
© Copyright: The Author(s)
This is an Open Access article distributed under the terms of the Creative Commons Attribution the buying and selling activities (Ariani, 2009).
Non-Commercial License (https://creativecommons.org/licenses/by-nc/4.0/) which permits
unrestricted non-commercial use, distribution, and reproduction in any medium, provided the
Barnes and Vidgen (2002) stated that measuring
original work is properly cited. website quality is observed from three variables, namely,
396 Bambang WIDAGDO, Kenny ROZ / Journal of Asian Finance, Economics and Business Vol 8 No 1 (2021) 395–405

usability, quality of information, and service interactions, Shopping motivation is specifically divided into two,
which tend to influence individuals’ purchasing decisions. utilitarian and hedonic motivation (Ha, 2020). Hedonic
One of the factors that affect a person during shopping Shopping Motivation is a person’s desire to shop to fulfill
is hedonic motivation. It is a motivation that refers to a psychological needs, namely emotion, satisfaction, prestige,
sense of pleasure, fantasy, social and emotional breadth. and other subjective feelings. Consequently, it appears to
Hedonic motivation emerges from customers’ experiences, meet excessive social, aesthetic, and lifestyle demands. It
particularly while shopping online (Botti & McGill, 2011). also occurs due to a person’s emotional response, sensory
A quality website ensures that customers are able to interact pleasure, and dreams (Merima, Kasim, & Srdjan, 2011). This
freely. One form of hedonic motivational interactive process is reinforced by Lee and Kim (2018) study, which reported
in online shopping is browsing, which leads to impulse that hedonic shopping motivation is the fulfillment of non-
buying, simply implying indulging in unplanned purchases functional aspects of consumers. According to Arnold and
without even considering the benefits of the goods procured Reynolds (2003), it consists of six dimensions, namely, (1)
(Gültekin & Hacettepe, 2012). Consequently, unplanned adventure shopping, (2) social shopping, (3) gratification
purchases are made due to the positive outcome experienced shopping, (4) idea shopping, (5) role shopping, and (6) value
during the interactive process on the site. It also occurs when shopping.
someone is browsing either for the fun of it or relaxation
(Hashmi, Attiq, & Rasheed, 2019). 2.1.3.  Impulse Buying

2.  Literature Review and Hypotheses Impulse buying is the unplanned purchasing of goods
and services due to a sudden whim or urge. This decision
2.1.  Literature Review is influenced by various factors. According to Kotler
and Amstrong (2008), the purchase decision is related
2.1.1.  Website Quality (WebQual) to a consumer’s indecisiveness when buying a product.
This process consists of five stages, namely, (1) product
The increasing number of online businesses in society introduction, (2) information search, (3) alternative
causes actors to continue to improve their services. Every evaluation, (4) purchase decision, and (5) post-purchase
online retailing needs to maintain a competitive advantage behavior. However, people often make purchases on a daily
by offering virtual services and marketing. Presently, basis without planning. Verhagen and Van Dolen (2011)
sophisticated technology that tends to be accessed anytime reported that impulse buying is an irrational behavior
and anywhere, such as smartphones, tablets, laptops, associated with spontaneous and unplanned spending. It also
etc., has made it easier for potential customers to search means the sudden buying of goods and services without first
for information on items they intend buying. The huge meeting the initially planned needs (Suryawardani, Sastika,
number of online retailers and virtual goods and marketing & Hanifa, 2017). In accordance with previous studies,
services cause business actors to provide complete and clear impulse buying is a sudden urge influenced by emotional
information on their website media. Website quality is an conditions and persuasive factors around the individual
instrument that measures and accesses the usability, functions (Maqsood & Javed, 2019). Amiri, Jasour, Shirpour, and
and benefits of the interactive process between its users and Alizadeh (2012) stated that impulse buying is divided into
service providers (Hsu, Chang, & Chen, 2012). It is also, four aspects, namely, (a) pure impulse buying, (b) reminder
known as Webqual, a method based on users’ perceptions. impulse buying, (c) suggestion impulse buying, and (d)
The Webqual method was initially developed by Barnes and planned impulse buying.
Vidgen (2002) based on the end-user’s perceptions. It first
emerged in 1998; presently there are generations of Webqual 2.1.4.  Customer Satisfaction
from 1.0 to 4.0. There are three criteria related to website
quality, namely, usability, information quality, and service Customer satisfaction is defined as a measurement that
interaction quality. determines the extent of a clients’ pleasure or dissatisfaction
after purchasing a company’s products, services, and
2.1.2.  Hedonic Shopping Motivation capabilities. Lovelock (2007) reported an emotional state
(anger, dissatisfaction, irritation, joy, and pleasure) that is felt
According to Sampurno (2016), people indulge in after purchasing or interacting with the product providers.
online purchases because they are motivated by certain Noronha and Rao (2017) stated that customer satisfaction is
factors. Motivation is defined as the reason that causes or an essential aspect of any organization, and it is beneficial
encourages someone to act or behave in a particular way. to these companies supposing it is properly maintained. It is
It is also defined as a person’s willingness to strive to influenced by comparing a customer’s short-term emotional
achieve or fulfill emotional needs (Sri & Asnawati, 2018). reaction to the performance of a particular service.
 Bambang WIDAGDO, Kenny ROZ / Journal of Asian Finance, Economics and Business Vol 8 No 1 (2021) 395–405 397

2.2.  Research Hypothesis 2.2.4. Hedonic Shopping Motivation and Impulse

Buying
2.2.1. Website Quality and Hedonic Shopping
Motivation A person with the tendency to shop based on hedonic
intent often spends quality time browsing about online
Hedonic shopping motivation is usually discovered in retail stores, leading to unplanned purchases. This activity
online environments. Conversely, people that exhibit this brings about new experiences as well as the assessment of
attitude are excessively interested in visiting websites for the website quality. The research carried out by Gültekin
easy navigation and visual reasons (Zhou, Dai, & Zhang, and Hacettepe (2012) supports the aforementioned study,
2007). A complex online service causes displeasure, which stated that the six hedonic shopping motives
however, assuming the quality of information on the website (adventure, social, gratification, ideas, roles, and value
is easy to navigate, it boosts enjoyment and leads to comfort shopping) and browsing behavior has a positive impact on
when utilizing the information systems (Kim & Gupta, impulse buying. This is in line with the study carried out
2009). Kim and Lee (2006) reported that a website quality by Ustanti (2018), which stated that the hedonic shopping
strongly influences a person’s hedonic shopping. It was lifestyle significantly influenced the middle class’s
therefore concluded that this attitude plays an active role in attitude.
decision-making, the moment an individual feels satisfied
after interacting with the service sites. H4: Hedonic shopping motivation has a significant
effect on impulse buying.
H1: Website quality has a significant effect on hedonic
shopping motivation. 2.2.5. Hedonic Shopping Motivation and Customer
Satisfaction
2.2.2.  Website Quality and Impulse Buying
The hedonic shopping lifestyle has become a part of
Advances in information technology have brought most people. Subsequently, frequent browsing causes an
significant changes in the growth of online businesses. Their individual to shop outside their needs. A hedonic attitude
entrepreneurs adopt various marketing strategies, thereby offers a sense of pleasure and satisfaction for some people
influencing consumers to shop on their websites. This shows after shopping. Several studies have been carried out to
that the quality of the information provided causes potential examine the close relationship between hedonic motivation
customers to make transactions spontaneously. Turkyilmaz, and customer satisfaction. Botti and McGill (2011) reported
Erdem, and Uslu (2015) reported that website design tends to that a person’s outcome of decisions when shopping is more
aid all e-commerce companies by boosting impulse buying. satisfying than when it is based on an external or hedonic
It was concluded that a quality website quality causes an goal. Based on this, Ryu et al. (2010) stated that hedonic
individual to make unplanned purchases. and utilitarian values significantly influence customer
satisfaction, which has a huge effect on behavioral intention.
H2: Website quality has a significant effect on impulse
buying. H5: Hedonic shopping motivation has a significant effect
on customer satisfaction.
2.2.3.  Website Quality and Customer Satisfaction
2.2.6.  Impulse Buying and Customer Satisfaction
Sophisticated technology such as smartphones, laptops,
and other gadgets makes it easier for potential customers to Impulse buying is an unplanned or spontaneous purchase
search for information about items they intend to purchase. that tends to have a negative impact on consumers and
Presently, the buying and selling of goods online via a sellers simultaneously (Akbar et al., 2020). Some people
website are considered effective and efficient. The research exhibit this behavior to create an impression by appearing
carried out by Noronha and Rao (2017) strengthens the to be satisfied with the purchased goods. However, recent
theory of website quality, which stated that the quality of literature has reported the importance of impulse buying,
a website has a positive impact on its users and encourages including the factors that cause consumers to engage in this
repeated purchases. This is consistent with Barnes and behavior. Maqsood and Javed (2019) reported that impulse
Vidgen’s (2002) findings that quality service tends to impact buying has a positive and significant effect on customer
users positively. satisfaction. This is consistent with the research carried
out by Suryawardani et al. (2017), which stated that this
H3: Website quality has a significant effect on customer behavior has a positive and significant impact on customer’s
satisfaction. satisfaction after shopping.
398 Bambang WIDAGDO, Kenny ROZ / Journal of Asian Finance, Economics and Business Vol 8 No 1 (2021) 395–405

Table 1: Respondents Gender and Age Range

No Gender Frequency Percentage (%)

1 Male 65 63,3
2 Female 112 36,7
Total 177 100
No Age Frequency Percentage (%)
1 < 17 years 1 0,6
2 18 - 21 years 153 86,4
3 22 – 25 years 22 12,4
4 > 25 years 1 0,6
Figure 1: Research Conceptual Framework Total 177 100
No Marketplace Frequency Percentage (%)
1 Tokopedia 12 6,8
H6: Impulse buying has a significant effect on customer 2 Bukalapak 2 1,1
satisfaction. 3 Shopee 154 87
H7: Website quality has a significant effect on impulse 4 JD. ID 1 0,6
buying through hedonic shopping motivation. 5 BliBli.com 0 0
H8: Website quality has a significant effect on customer 6 Lazada 2 1,1
satisfaction through hedonic shopping motivation 7 Zalora 4 2,3
H9: Website quality has a significant effect on customer 8 Instagram 2 1,1
satisfaction through impulse buying. Total 177 100
Intensity
3.  Research Methods and Materials No (Within a Frequency Percentage (%)
Month)
This study uses a quantitative approach. The 1 1 time 33 18,6
measurement item of constructs from main studies were 2 2 times 26 14,7
reviewed and modified. We used a five-point Likert scale 3 3 times 24 13,6
to measure the indicators. The population comprises of 4 4 times 15 8,5
students from various cities in Indonesia with the criteria 5 > 5 times 79 44,6
of having shopped online. Purposive and random sampling Total 177 100
methods were adopted in this research. Data collection
uses an online questionnaire. Furthermore, (Hair et al.,
2014) the minimum number of samples for variables ≤5, As shown on Table 4., female respondents dominate with
≤7, ≥7 is 100, 150, and 300 respectively. However for a 112 people or 63.3%. It was concluded that female respondents
model that has an extremely large number of variables, prefer online shopping than their male counterparts. Conversely,
the minimum number of samples is 500. The partial least in Table 3, respondents aged between 18 to 21 dominate
squared (PLS) method was applied in this research as this with 153 people or 86.4% involved in online shopping;
method’s most important assets are: (1) non normal data, this is followed by 22 people or 12.4% of the respondents
(2) small sample sizes, and (3) formatively measured aged between 22 to 25 years. This means that respondents
constructs. The PLS method was employed for examining between the ages of 18 and 21 prefer online shopping over the
the recommended research model and hypotheses. conventional method. Table 2 shows that 154 respondents or
Testing the recommended research model and suggestions 87% chose Shopee as their preferred marketplace, however 12
were conducted through two steps: assessment of the people or 6.8%, selected Tokopedia, while in the third place,
measurement model and assessment of the structural 4 respondents or 2.3% chose Zalora. Therefore, the Shopee
model (Hair et al., 2014). marketplace is the solution when faced with the problem of
selecting an appropriate platform for online shopping. Seventy-
4.  Results and Discussion nine respondents or 44.6% visited the marketplace more than
five times a month. Furthermore, as many as 33 people or
Based on the data collected through questionnaires 18.6% visited once a month, followed by 26 or 14.7% who
distributed online, some 177 students met respondent visited the marketplace twice in a month. This implies that the
characteristics, namely, gender, age, intensity and frequency respondents visited the marketplace more than five times a
of visiting online marketplaces. month to either shop online or check out products or promos.
 Bambang WIDAGDO, Kenny ROZ / Journal of Asian Finance, Economics and Business Vol 8 No 1 (2021) 395–405 399

Figure 2: Analysis Results of Partial Least Square (PLS)

Table 2: Convergent Validity, Reliability, and AVE

Outer Composite
Variable Indicator Description AVE
Loading Reliability
X1.1 0.900 Valid
Website Quality
X1.2 0.884 Valid 0.846 0.521
(X1)
X1.3 0.839 Valid
X2.1 0.572 Valid
X2.2 0.678 Valid

Hedonic Shopping Motivation X2.3 0.694 Valid

0.805 0.548
(X2) X2.4 0.703 Valid
X2.5 0.775 Valid
X2.6 0.725 Valid
X3.1 0.733 Valid

Impulse Buying X3.2 0.769 Valid

0.887 0.603
(X3) X3.3 0.675 Valid
X3.4 0.671 Valid
Y1.1 0.727 Valid
Y1.2 0.787 Valid

Customer Satisfaction Y1.3 0.794 Valid

0.907 0.750
(Y1) Y1.4 0.774 Valid
Y1.5 0.759 Valid
Y1.6 0.673 Valid
400 Bambang WIDAGDO, Kenny ROZ / Journal of Asian Finance, Economics and Business Vol 8 No 1 (2021) 395–405

4.1.  Measurement Model variable for Customer Satisfaction with a value of 0.657
or 65.7%, therefore Customer Satisfaction is influenced
This is determined based on two analyzes, namely, by Website Quality, Hedonic Shopping Motivation, and
measurement and structural model evaluation, known as the Impulse Buying.
outer, and inner models, respectively. The rationale for this step The predictive relevance (Q2) value is calculated as
is to confirm the validity and reliability tests. Consequently, follows:
the validity of the internal consistency was determined by Q2 = 1 – (1 – R12)(1 – R22)(1 – R32)
utilizing alpha coefficient, composite reliability, and the Q2 = 1 – (1 – 0.3192)(1 – 0.6102)(1 – 0.6572)
Average Variance Extracted (AVE) for each construct. The Q2 = 1 – (1 – 0.101)(1 –0.372)(1 – 0.431)
criteria adopted, shows that discriminant validity is acceptable. Q2 = 1 – 0.321
Based on the outer loading value of each variable, Q2 = 0.679
when the loading value is above 0.5, it is reported as valid.
In addition, assuming the value of composite reliability is The calculation shows a high value of 0.679, therefore
above 0.7, it is reported to be a reliable construct. The test the model is feasible and declared to have a predictive-
results are reported on Table 2. relevance value. Furthermore, 67.9% shows the diversity of
The results from the processed data show that all outer data illustrated by the PLS model, while, the 32.1% obtained
loading variables and AVE are above 0.5, it was therefore is explained by the other variables. The largest outer loading
concluded that all construct measurement indicators are valid. shows that the indicator on this variable is dominant. It was
The test results show that all values of composite reliability are concluded that it is significant when the t-test is greater than
> 0.7, thereby meeting the reliability as well as ensuring that 1.96 and the P-value is less than 0.05.
all indicators serve as a measure. Based on this analysis, it was Based on the results from testing the variables, the
concluded that the four variables used in this study are reliable. hypothesis is accepted supposing the t count is greater than
the t table (1.96) or the p-value is less than 0.05 (Ghozali,
4.2.  Structural Model 2013). The analysis shows that the website quality for
hedonic shopping motivation, impulse buying, customer
This is used to determine the strength of the research satisfaction has a coefficient of 0.565, 0.658, and 0.424,
model. In this analysis, the coefficient of determination R2 is respectively, while the hedonic shopping motivation on
used to measure the proportion or percentage of the model’s customer satisfaction and impulse buying has a coefficient
ability to illustrate the dependent variable. The following are of 0.684, and 0.507, respectively and impulse buying for
the results from the measurement of the structural model, customer satisfaction obtained a value of 0.637, which
each endogenous variable expressed by the R2 value includes: means that the higher the value, the higher the level of the
(a) the endogenous variable Hedonic Shopping Motivation variables tested, this is a positive linear statement.
(0.319 or 31.9%), therefore it is influenced by the Website Based on the results obtained from using the single
Quality; (b) the endogenous variable for Impulse Buying test, it was discovered that the website quality on customer
(0.610 or 61%), it is also influenced by Website Quality satisfaction mediated by hedonic shopping motivation and
and Hedonic Shopping Motivation; and (c) the endogenous impulse buying is significant.

Table 3: Direct Influence in the Inner Model

Direct Influence Inner Weight T-statistics P-value Desc.

Website Quality → Hedonic
0.565 7.645 0.000 Sig.
Shopping M.
Website Quality → Impulse Buying 0.658 4.237 0.000 Sig.
Website Quality → Customer
0.424 2.381 0.000 Sig.
Satisfaction
Hedonic Shopping M. → Customer
0.684 4.116 0.000 Sig.
Satisfaction
Impulse Buying → Customer
0.637 6.659 0.000 Sig.
Satisfaction
Hedonic Shopping M. → Impulse
0.507 5.430 0.000 Sig.
Buying
 Bambang WIDAGDO, Kenny ROZ / Journal of Asian Finance, Economics and Business Vol 8 No 1 (2021) 395–405 401

Table 4: Testing Results of Indirect Influence in the Inner (Ahmad et al., 2017). According to Barnes and Vidgen
Model (2002) its measurement is viewed from three aspects,
specifically ease-of-use, the information provided, and user
Indirect Influence T-statistics P-value Desc interaction. The perception of impulse buying is largely
Website Quality → based on the extent to which a customer browses or seeks
Hedonic Shopping
4.582 0.00 Sig. for information. The current technological advances adopted
M. → Customer by online buying and selling websites make it easier for an
Satisfaction individual to engage in impulse buying (Godara​& Bishnoi,
Website Quality → 2019). Several studies reveal that the motivational attributes
Impulse Buying → 4.769 0.00 Sig. of website quality influence an individual to indulge in
Customer Satisfaction impulse buying. This supports the research carried out by
Website Quality → Akram et al. (2018), which stated that providing accurate
Hedonic Shopping 4.175 0.00 Sig. information triggers a person to engage in impulse buying.
M. → Impulse Buying The services provided by a website make it easier for people
to make transactions and also offers a positive impact that
incites them to shop unexpectedly (Bruno, 2019). Similar
4.3. Discussion findings were also discovered in the study carried out by
Turkyilmaz et al. (2015), which stated that the factors
Website quality has a positive and significant effect on that trigger a person to indulge in online impulse buying
Hedonic Shopping Motivation include the ease of navigating information searches and a
The results from this study show that website quality good response from service providers. The results from
has a positive and significant effect on Hedonic Shopping this study are also reinforced by Zhang et al. (2018), which
Motivation in Indonesia. Website quality is considered reported that the reviews of other customers on purchased
important, particularly for online businesses (Pebrianti, goods influences an individual to make impulse purchases.
2016). Implementing a quality website has a positive impact Therefore, it was concluded that the better the quality of the
on the company’s image. Furthermore, it leads to hedonic website on an online shopping site in Indonesia, the better it
shopping motivation without being realized (Wang, 2017). aids in the development of a hedonistic attitude.
The provision of accurate and complete information, serves Website quality has a positive and significant effect on
as an attractive interface which offers a different sensation Customer Satisfaction
when someone visits the website and exhibits hedonism Customer Satisfaction is the end result experienced after
(Kim et al., 2012). This study is consistent with the research carrying out certain activities (Tjiptono, 2017). It is a feeling
carried out by Albayrak et al. (2020), which disclosed of satisfaction that arises in people when perceptions match
three dimensions underlying the formation of website their feelings (Kotler & Amstrong, 2008). A web page or
quality, which are specifically ease-of-use, provision of website is a form of Internet service containing information
information, and user interaction, which have a positive that meets the needs of its users. The study shows that
effect on potential customers as well as incites a hedonic website quality has a positive and significant effect on
attitude. It is also reinforced by the research carried out by customer satisfaction. Features such as easy search for an
Kim et al. (2012), which stated that the quality of service item, clear and accurate information have a positive effect
on a website plays an important role in increasing the and causes an individual to feel satisfied after interacting
value of public spending and hedonism. Similar findings with online shopping sites (Chi, 2018). These findings are
also reported that the existence of technology, clarity of supported by several previous studies, which reported that
information, and ease of access, increase the perception of quality services delivered on a web site tends to have a
a person’s hedonic value (Wirtz, Piehler, & Ullrich, 2013). positive impact on customer satisfaction (Barnes & Vidgen,
Therefore, it was concluded that the quality of a website 2002). Furthermore, Noronha and Rao (2017) reported that
aids in the development of hedonic shopping motivation. its strongest determinants are the quality of information,
Website quality has a positive and significant effect on systems, services, and website design, all of which offers a
Impulse Buying satisfactory level during online shopping. Subsequently, Bai
The results from this research prove that website quality et al. (2008) reported similar findings which stated that the
has a positive and significant effect on Impulse Buying. impact of a quality website causes customers to feel satisfied
Website quality ensures the services provided by the owner and have the intention to make more purchases. Therefore, it
are profitable, user friendly and accessible and it also offers was concluded that the better the website quality, the higher
useful and reliable information, providing good design and the level of customer satisfaction (Atulkar & Kesari, 2017;
visual appearance to meet the users’ needs and expectations Lin, 2007; Xu, 2017).
402 Bambang WIDAGDO, Kenny ROZ / Journal of Asian Finance, Economics and Business Vol 8 No 1 (2021) 395–405

Impulse Buying has a positive and significant effect on Hedonic Shopping Motivation has a positive and
Customer Satisfaction significant effect on Impulse Buying
The results obtained shows that impulse buying has a The results from this research prove that hedonic
positive and significant effect on customer satisfaction. It shopping motivation has a positive and significant effect
is further defined as unexpected or unplanned purchases on impulse buying. This is based on the fact that hedonic
(Suryawardani et al., 2017). It is believed to be an irrational shopping triggers an individual to shop impulsively. This
purchase associated with spontaneous and unplanned finding is consistent with the research carried out by Bhakat
spending (Verhagen & Van Dolen, 2011). Hayu et al. (2020) and Muruganantham (2013) concerning the significant
describe it as “unplanned” because decisions are made while influence of hedonic shopping motivation on impulse buying.
shopping or when the services are being provided. Several Wahab et al. (2018) reported a similar finding, which stated
studies have showed that there is a relationship between that hedonic motivation causes a person to make unexpected
impulsive buying and customer satisfaction. Maqsood and purchases. Furthermore, impulse buying is influenced by
Javed (2019) reported that unplanned purchases provide five dimensions of hedonic shopping motivation from
satisfaction for buyers. Similar findings were reported by adolescence to adulthood (Dey & Srivastava, 2017). An
Li (2015), which stated that impulse buying affects post- individual’s shopping intentions are motivated by several
impulsive purchase satisfaction through factors based things, including hedonic shopping intentions. This intention
on buying and selling activities. This is reinforced by the triggers impulse buying or unplanned purchases, which often
results from the critical review of journals which stated that occur in public such as the sudden desire to buy products
a sudden purchase phenomenon has a positive impact on or sticks without thinking about whether these items were
customer’s satisfaction in accordance with certain conditions needed (Faisal et al., 2020; Zheng et al., 2019).
and emotions (Kalla & Arora, 2011). Website Quality has a positive and significant effect
Hedonic Shopping Motivation has a positive and on Customer Satisfaction through Hedonic Shopping
significant effect on Customer Satisfaction Motivation
The results indicate that hedonic shopping motivation The attractiveness of consumer shopping behavior is
has a positive and significant effect on customer satisfaction caused by various factors, one of which is the website quality.
of online shopping sites in Indonesia. According to Khuana Reliable, accurate and real time information has a positive
(2016), it is believed to provide satisfaction in certain influence on customer satisfaction after shopping (Kesari
situations. Hedonic Shopping Motivation is a person’s & Atulkar, 2016). This study shows that ease of access,
desire to shop in order to satisfy psychological needs such accurate information and interaction between consumers and
as feelings of emotion, satisfaction, prestige and other service providers have a positive impact and are supported
subjective feelings. According to Merima et al. (2011), by hedonic intentions. This finding is consistent with the
it occurs due to a person’s emotional response, sensory research carried out by Jeong and Lambert (2001), which
pleasures and dreams. The relationship between hedonic discloses three dimensions of website quality, particularly
shopping motivation and customer satisfaction is expressed clear information, accessibility, and attitudes are reasons
by Lee and Kim (2018), which stated that hedonic behavior mediated by hedonic shopping intentions for a person to
of users in an online-based service has a positive impact on feel satisfied. Individuals that tends to spend their free time
satisfaction and loyalty to the product. The findings from exploring online stores has a strong relationship with hedonic
this study are also consistent with the research carried out intentions, and this leads to a sense of satisfaction supposing
by Botti and McGill (2011), which stated that a customer the activity is in line with the expectations (Jarvenpaa &
satisfaction is influenced by existent factors in the individual, Toad, 1996).
namely the hedonic nature of shopping. Feelings to fulfill Website quality has a positive and significant effect on
a social lifestyle when shopping are considered capable customer satisfaction through Impulse Buying
of providing satisfaction. This is reinforced by the study Impulse buying is defined as an unplanned or sudden
carried out by Ryu et al. (2010), which reported that hedonic purchase. Several studies have disclosed that there is a
behavior significantly affects customer satisfaction and this relationship between website quality and impulsive buying.
is supported by the six dimensions of hedonic shopping This study shows that it has a positive and significant
motivation. This is in line with the research carried out by effect on customer satisfaction mediated through impulse
Atulkar and Kesari (2017), which reported similar findings, buying. This finding is consistent with the research carried
specifically the fact that hedonic nature of shopping has a out by Park and Park (2013), which stated that customer
strong influence on customer satisfaction. Based on the satisfaction is influenced by visual attributes on online
findings of this study, it was concluded that the stronger shopping site mediated by the existence of e-impulse. This
the hedonic shopping motivation behavior, the higher the is reinforced by the study carried out by Kang et al. (2014)
customer satisfaction. which reported that the ability to browse the internet triggers
 Bambang WIDAGDO, Kenny ROZ / Journal of Asian Finance, Economics and Business Vol 8 No 1 (2021) 395–405 403

impulse behavior as well as a positive effect on emotional motivation. It means that a quality website incites the hedonic
satisfaction. intentions of users thereby generating a sense of customer
Website quality has a positive and significant effect on satisfaction. Ninth, website quality has a significant effect on
Impulse Buying through Hedonic Shopping Motivation customer satisfaction through impulse buying. This means
The results obtained shows that website quality has a that a quality website boosts customer’s satisfaction when
positive and significant effect on impulse buying mediated shopping online.
through hedonic shopping motivation. This is consistent
with previous research, which reported that easy access
to browsing about products triggers a person to act on References
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