MARKETING STRATEGY TO DRIVE IMPULSE BUYING AND HEDONIC SHOPPING ON SHOPEE E-COMMERCE: A NEUROMARKETING-BASED APPROACH
-
Ronald Fanggidae(1*)
Doctoral Program in Management, State University of Surabaya
-
Sanaji Sanaji(2)
Doctoral Program in Management, State University of Surabaya
-
Raya Sulistyowati(3)
Doctoral Program in Management, State University of Surabaya
-
Novi Sumbawati(4)
Doctoral Program in Management, State University of Surabaya
(*) Corresponding Author
Keywords:
Hedonic Shopping, Impulse Buying, Neuromarketing, Marketing Strategy
Abstract
This article explores marketing strategies aimed at increasing impulse buying and hedonic shopping behavior on the e-commerce platform Shopee, using a neuromarketing approach. The article highlights the rapid growth of online shopping in Indonesia, especially among the younger demographic, and uses the Zaltman Metaphor Elicitation Technique (ZMET) to explore consumer perceptions and motivations. Key findings suggest that emotional responses and sensory stimuli significantly influence impulse buying, with factors such as attractive promotions, product variety, and ease of payment playing a significant role. The study offers valuable insights for marketers to develop effective strategies tailored to consumer behavior on Shopee while also acknowledging limitations such as the small sample size and qualitative nature of the study.
Keywords: Hedonic Shopping; Impulse Buying; Neuromarketing; Marketing Strategy
Downloads
Download data is not yet available.
References
Amstrong, G. & Philip, K. (2012). No TitleDasar-Dasar Pemasaran. Jilid I, Alih Bahasa Alexander Sindoro dan Benyamin Molan. Jakarta, Penerbit Prenhalindo.
Andini, F. (2015). Risk Factory of Low Back Pain in Workers. J Majority. Vol.4 No.1. January 2015
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
Bakti, IS, Nirzalin, N., & Alwi, A. (2019). Consumerism in Jean Baudrillard's Perspective. USK Sociology Journal (Media Thought & Application), 13(2), 147–166.https://doi.org/10.24815/jsu.v13i2.15925
Bandyopadhyay, N., Sivakumaran, B., Patro, S., & Kumar, R. S. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation. Journal of Retailing and
Consumer Services, 61(April), 102532. https://doi.org/10.1016/j.jretconser.2021.102532
Coelho, F., Aniceto, I., Bairrada, C. M., & Silva, P. (2023). Personal values and impulse buying: The mediating role of hedonic shopping motivations. Journal of Retailing and Consumer Services, 72(December 2022).
https://doi.org/10.1016/j.jretconser.2022.103236
Cosic, D. (2016). Neuromarketing in Market Research. Interdisciplinary Description of Complex Systems, 14(2), 139–147. https://doi.org/10.7906/indecs.14.2.3
Databoks, “There Are 204.7 Million Internet Users in Indonesia in Early 2022,” Databoks, 2022. https://databoks.katadata.co.id/datapublish/2022/03/23/ada-2047-jutapengguna internet- di-indonesia-awal-2022#:~:text=in January 2021%2C the number of users, jumped by 54%2C25%25 (accessed Apr. 02, 2024)
Diphayana, W. (2018). International Trade. Yogyakarta: Deepublish
Ferrell, O. C., & Hartline, M. D. (2011). Marketing strategy (5th ed.). South-Western Cengage Learning.
Hancock, C., & Foster, C. (2020). Exploring the ZMET methodology in services marketing. Journal of Services Marketing, 34(1), 48–58. https://doi.org/10.1108/JSM-11-2018-0344
Hawkins, Best, C. (2000). Consumer Behavior: Building Marketing Strategy. Eight Edition. NewYork: Mc Graw Hill.
Firmansyah, A. (2019). Buku Pemasaran Produk dan Merek. Buku Pemasaran Produk Dan Merek, August, 1–337.
Gudonavičienė, R., & Alijošienė, S. (2015). Visual Merchandising Impact on Impulse Buying Behaviour. Procedia - Social and Behavioral Sciences, 213, 635–640. https://doi.org/10.1016/j.sbspro.2015.11.464
Helmi, A., Marty, Y., Kaltum, U., & Faisal, Y. A. (2023). The influence of hedonic values and extraversion on online impulse buying: Empirical evidence from Indonesia. Innovative Marketing, 19(1), 48–58.
https://doi.org/10.21511/im.19(1).2023.05
Hubert, M., & Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behaviour J. Consumer Behav. 7: 272–292 (2008). https://doi.org/10.1002/cb.251
Huang, X., & Cai, R. (2021). Does Product Semantics Matter in Stimulating Impulse Buying Behavior for Internet Products? Frontiers in Psychology, 12.https://doi.org/10.3389/fpsyg.2021.676086
Kosyu, D.A., Hidayat K., dan A. Y. (2014). Pengaruh Hedonic Shopping Motivation Terhadap Shopping Lifestyle dan Impulse Buying (Survei pada Pelanggan Outlet Stradivarius di Galaxy Mall Surabaya). Jurnal Administrasi Bisnis (JAB), Volume 14, No 2.
Kotler, P. dan K. L. K. (2016). Marketing Management, Edisi: 15e. United States of America: Pearson Education.
Kurtz, D. L. &, & Boone, L. E. (2008). Pengantar Bisnis Kontemporer, buku I. Salemba Empat.
Lee, Y. Y., Gan, C. L., & Liew, T. W. (2023). Rationality and impulse buying: Is your emotion a part of the equation? Computers in Human Behavior Reports, 12(June), 100337. https://doi.org/10.1016/j.chbr.2023.100337
Lestari, I. 2014. The Influence of Hedonic Shopping Motivation on Impulse Buying through Positive Emotion Customer Flashy Shop Surabaya. Journal of Marketing Management. Vol.1(3):11-14
Morin, C. (2011). Neuromarketing: The New Science of Consumer Behavior. Society, 48(2), 131–135. https://doi.org/10.1007/s12115-010-9408-1
Nur, R. L., & Harmanda, B. P. (2024). Pengaruh Motivasi Belanja Hedonis terhadap Pembelian Kompulsif. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah. https://doi.org/10.47467/alkharaj.v6i6.1696
Parsad, C., Prashar, S., Vijay, T. S., & Kumar, M. (2021). Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency. Journal of Retailing and
Consumer Services, 61(April 2020), 102554. https://doi.org/10.1016/j.jretconser.2021.102554
Plassmann, H., Ramsøy, T. Z., & Milosavljevic, M. (2012). Branding the brain: A critical review and outlook. Journal of Consumer Psychology, 22(1), 18–36. https://doi.org/10.1016/j.jcps.2011.11.010
Pranata, J. A., Riyanto, M. R. P., Hendrawan, S., & Gunadi, W. (2024). The Effect of Hedonic Motivation and IT Affordance on Impulsive Buying Decisions in Social Commerce: TikTok. International Journal of Electronic Commerce Studies, 15(2), 63–102. https://doi.org/10.7903/ijecs.2303
Prashar, S., Sai Vijay, T., & Parsad, C. (2017). Effects of Online Shopping Values and Website Cues on Purchase Behaviour: A Study Using S–O–R Framework. Vikalpa, 42(1), 1–18. https://doi.org/10.1177/0256090916686681
Ratu, B. R., Soegoto, A. S., & Samadi, L. S. (2021). Pengaruh Shopping Lifestyle, Fashion Involvement, Dan Hedonic Shopping Motivation Terhadap Impulse Buying Behaviour (Survey Pada Konsumen Pt.Matahari Departement Store Mega Mall Manado) the Effect of Shopping Lifestyle, Fashion Involvement, and Hedonic Sh. 1282 Jurnal EMBA, 9(4), 1282–1292.
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452
Setiadi, N. J. (2019). Perilaku Konsumen: Perspektif Kontemporer pada Motif, Tujuan, dan Keinginan Konsumen Edisi Ketiga. Prenada Media.
Subagio, H. (2012). Pengaruh Atribut Supermarket Terhadap Motif Belanja Hedonik Motif Belanja Utilitarian Dan Loyalitas Konsumen. Jurnal Manajemen Pemasaran, 6(1). https://doi.org/10.9744/pemasaran.6.1.8-21
Tjiptono, F. (2000). Manajemen Jasa. Andy Offiset.
Zhang, M., & Shi, G. (2022). Consumers’ Impulsive Buying Behavior in Online Shopping Based on the Influence of Social Presence. Computational Intelligence and Neuroscience, 2022. https://doi.org/10.1155/2022/6794729
Andini, F. (2015). Risk Factory of Low Back Pain in Workers. J Majority. Vol.4 No.1. January 2015
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
Bakti, IS, Nirzalin, N., & Alwi, A. (2019). Consumerism in Jean Baudrillard's Perspective. USK Sociology Journal (Media Thought & Application), 13(2), 147–166.https://doi.org/10.24815/jsu.v13i2.15925
Bandyopadhyay, N., Sivakumaran, B., Patro, S., & Kumar, R. S. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation. Journal of Retailing and
Consumer Services, 61(April), 102532. https://doi.org/10.1016/j.jretconser.2021.102532
Coelho, F., Aniceto, I., Bairrada, C. M., & Silva, P. (2023). Personal values and impulse buying: The mediating role of hedonic shopping motivations. Journal of Retailing and Consumer Services, 72(December 2022).
https://doi.org/10.1016/j.jretconser.2022.103236
Cosic, D. (2016). Neuromarketing in Market Research. Interdisciplinary Description of Complex Systems, 14(2), 139–147. https://doi.org/10.7906/indecs.14.2.3
Databoks, “There Are 204.7 Million Internet Users in Indonesia in Early 2022,” Databoks, 2022. https://databoks.katadata.co.id/datapublish/2022/03/23/ada-2047-jutapengguna internet- di-indonesia-awal-2022#:~:text=in January 2021%2C the number of users, jumped by 54%2C25%25 (accessed Apr. 02, 2024)
Diphayana, W. (2018). International Trade. Yogyakarta: Deepublish
Ferrell, O. C., & Hartline, M. D. (2011). Marketing strategy (5th ed.). South-Western Cengage Learning.
Hancock, C., & Foster, C. (2020). Exploring the ZMET methodology in services marketing. Journal of Services Marketing, 34(1), 48–58. https://doi.org/10.1108/JSM-11-2018-0344
Hawkins, Best, C. (2000). Consumer Behavior: Building Marketing Strategy. Eight Edition. NewYork: Mc Graw Hill.
Firmansyah, A. (2019). Buku Pemasaran Produk dan Merek. Buku Pemasaran Produk Dan Merek, August, 1–337.
Gudonavičienė, R., & Alijošienė, S. (2015). Visual Merchandising Impact on Impulse Buying Behaviour. Procedia - Social and Behavioral Sciences, 213, 635–640. https://doi.org/10.1016/j.sbspro.2015.11.464
Helmi, A., Marty, Y., Kaltum, U., & Faisal, Y. A. (2023). The influence of hedonic values and extraversion on online impulse buying: Empirical evidence from Indonesia. Innovative Marketing, 19(1), 48–58.
https://doi.org/10.21511/im.19(1).2023.05
Hubert, M., & Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behaviour J. Consumer Behav. 7: 272–292 (2008). https://doi.org/10.1002/cb.251
Huang, X., & Cai, R. (2021). Does Product Semantics Matter in Stimulating Impulse Buying Behavior for Internet Products? Frontiers in Psychology, 12.https://doi.org/10.3389/fpsyg.2021.676086
Kosyu, D.A., Hidayat K., dan A. Y. (2014). Pengaruh Hedonic Shopping Motivation Terhadap Shopping Lifestyle dan Impulse Buying (Survei pada Pelanggan Outlet Stradivarius di Galaxy Mall Surabaya). Jurnal Administrasi Bisnis (JAB), Volume 14, No 2.
Kotler, P. dan K. L. K. (2016). Marketing Management, Edisi: 15e. United States of America: Pearson Education.
Kurtz, D. L. &, & Boone, L. E. (2008). Pengantar Bisnis Kontemporer, buku I. Salemba Empat.
Lee, Y. Y., Gan, C. L., & Liew, T. W. (2023). Rationality and impulse buying: Is your emotion a part of the equation? Computers in Human Behavior Reports, 12(June), 100337. https://doi.org/10.1016/j.chbr.2023.100337
Lestari, I. 2014. The Influence of Hedonic Shopping Motivation on Impulse Buying through Positive Emotion Customer Flashy Shop Surabaya. Journal of Marketing Management. Vol.1(3):11-14
Morin, C. (2011). Neuromarketing: The New Science of Consumer Behavior. Society, 48(2), 131–135. https://doi.org/10.1007/s12115-010-9408-1
Nur, R. L., & Harmanda, B. P. (2024). Pengaruh Motivasi Belanja Hedonis terhadap Pembelian Kompulsif. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah. https://doi.org/10.47467/alkharaj.v6i6.1696
Parsad, C., Prashar, S., Vijay, T. S., & Kumar, M. (2021). Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency. Journal of Retailing and
Consumer Services, 61(April 2020), 102554. https://doi.org/10.1016/j.jretconser.2021.102554
Plassmann, H., Ramsøy, T. Z., & Milosavljevic, M. (2012). Branding the brain: A critical review and outlook. Journal of Consumer Psychology, 22(1), 18–36. https://doi.org/10.1016/j.jcps.2011.11.010
Pranata, J. A., Riyanto, M. R. P., Hendrawan, S., & Gunadi, W. (2024). The Effect of Hedonic Motivation and IT Affordance on Impulsive Buying Decisions in Social Commerce: TikTok. International Journal of Electronic Commerce Studies, 15(2), 63–102. https://doi.org/10.7903/ijecs.2303
Prashar, S., Sai Vijay, T., & Parsad, C. (2017). Effects of Online Shopping Values and Website Cues on Purchase Behaviour: A Study Using S–O–R Framework. Vikalpa, 42(1), 1–18. https://doi.org/10.1177/0256090916686681
Ratu, B. R., Soegoto, A. S., & Samadi, L. S. (2021). Pengaruh Shopping Lifestyle, Fashion Involvement, Dan Hedonic Shopping Motivation Terhadap Impulse Buying Behaviour (Survey Pada Konsumen Pt.Matahari Departement Store Mega Mall Manado) the Effect of Shopping Lifestyle, Fashion Involvement, and Hedonic Sh. 1282 Jurnal EMBA, 9(4), 1282–1292.
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452
Setiadi, N. J. (2019). Perilaku Konsumen: Perspektif Kontemporer pada Motif, Tujuan, dan Keinginan Konsumen Edisi Ketiga. Prenada Media.
Subagio, H. (2012). Pengaruh Atribut Supermarket Terhadap Motif Belanja Hedonik Motif Belanja Utilitarian Dan Loyalitas Konsumen. Jurnal Manajemen Pemasaran, 6(1). https://doi.org/10.9744/pemasaran.6.1.8-21
Tjiptono, F. (2000). Manajemen Jasa. Andy Offiset.
Zhang, M., & Shi, G. (2022). Consumers’ Impulsive Buying Behavior in Online Shopping Based on the Influence of Social Presence. Computational Intelligence and Neuroscience, 2022. https://doi.org/10.1155/2022/6794729
Published
2025-07-02
How to Cite
Fanggidae, R., Sanaji, S., Sulistyowati, R., & Sumbawati, N. (2025). MARKETING STRATEGY TO DRIVE IMPULSE BUYING AND HEDONIC SHOPPING ON SHOPEE E-COMMERCE: A NEUROMARKETING-BASED APPROACH. Journal of Management : Small and Medium Enterprises (SMEs), 18(2), 1027-1038. https://doi.org/10.35508/jom.v18i2.22398
Section
Articles
