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Bambang WIDAGDO, Kenny ROZ / Journal of Asian Finance, Economics and Business Vol 8 No 1 (2021) 395–405 395395
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 WIDAGDO
1
, Kenny ROZ
2
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
Users shows that a rapid increase is experienced in the
country. In 2017, 143.26 million or 54.86% of Indonesian
citizens used the Internet as a means of livelihood, while
in 2018, 171.17 million or 64.8% of users were recorded
(www.apjii.or.id, 2019). Therefore, it was concluded that a
10% increase in the number of Internet users was detected
on a yearly basis. This resulted in the emergence of online
retailing, better known as e-commerce, which is presently
a society’s lifestyle. However, due to the rapid increase
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
transactions, thereby making shopping easier. The Webqual
method was adopted to measure the quality of a website. It is
a ServQual development, widely used to capture consumer
expectations and perceptions assumed to represent service
quality (Baber, 2019). The success of online retailing is
determined by the customers’ satisfaction after indulging in
the buying and selling activities (Ariani, 2009).
Barnes and Vidgen (2002) stated that measuring
website quality is observed from three variables, namely,
1
First Author. Professor, Department of Management, Faculty of
Economics and Business, University of Muhammadiyah Malang,
Indonesia. Email: bwidagdo@umm.ac.id
2
Corresponding Author. Lecturer, Department of Management, Faculty
of Economics and Business, University of Muhammadiyah Malang,
Indonesia [Postal Address: Jl. Raya Tologomas No 246, Malang, East
Java, 65144, Indonesia] Email: firdauskenny@umm.ac.id
© Copyright: The Author(s)
This is an Open Access article distributed under the terms of the Creative Commons Attribution
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
original work is properly cited.
1. Introduction
Advances in information technology have led to a series
of innovative activities in the economy, particularly in buying
and selling goods both conventionally and online. In the past,
these activities were carried out at outlets or stores, presently,
they are performed online. These products are in the form of
goods and services, however, the ease of online shopping has
increased the number of Internet users. The survey results
carried out by the Association of Indonesian Internet Service
Bambang WIDAGDO, Kenny ROZ / Journal of Asian Finance, Economics and Business Vol 8 No 1 (2021) 395–405396
usability, quality of information, and service interactions,
which tend to influence individuals’ purchasing decisions.
One of the factors that affect a person during shopping
is hedonic motivation. It is a motivation that refers to a
sense of pleasure, fantasy, social and emotional breadth.
Hedonic motivation emerges from customers’ experiences,
particularly while shopping online (Botti & McGill, 2011).
A quality website ensures that customers are able to interact
freely. One form of hedonic motivational interactive process
in online shopping is browsing, which leads to impulse
buying, simply implying indulging in unplanned purchases
without even considering the benefits of the goods procured
(Gültekin & Hacettepe, 2012). Consequently, unplanned
purchases are made due to the positive outcome experienced
during the interactive process on the site. It also occurs when
someone is browsing either for the fun of it or relaxation
(Hashmi, Attiq, & Rasheed, 2019).
2. Literature Review and Hypotheses
2.1. Literature Review
2.1.1. Website Quality (WebQual)
The increasing number of online businesses in society
causes actors to continue to improve their services. Every
online retailing needs to maintain a competitive advantage
by offering virtual services and marketing. Presently,
sophisticated technology that tends to be accessed anytime
and anywhere, such as smartphones, tablets, laptops,
etc., has made it easier for potential customers to search
for information on items they intend buying. The huge
number of online retailers and virtual goods and marketing
services cause business actors to provide complete and clear
information on their website media. Website quality is an
instrument that measures and accesses the usability, functions
and benefits of the interactive process between its users and
service providers (Hsu, Chang, & Chen, 2012). It is also,
known as Webqual, a method based on users’ perceptions.
The Webqual method was initially developed by Barnes and
Vidgen (2002) based on the end-user’s perceptions. It first
emerged in 1998; presently there are generations of Webqual
from 1.0 to 4.0. There are three criteria related to website
quality, namely, usability, information quality, and service
interaction quality.
2.1.2. Hedonic Shopping Motivation
According to Sampurno (2016), people indulge in
online purchases because they are motivated by certain
factors. Motivation is defined as the reason that causes or
encourages someone to act or behave in a particular way.
It is also defined as a person’s willingness to strive to
achieve or fulfill emotional needs (Sri & Asnawati, 2018).
Shopping motivation is specifically divided into two,
utilitarian and hedonic motivation (Ha, 2020). Hedonic
Shopping Motivation is a person’s desire to shop to fulfill
psychological needs, namely emotion, satisfaction, prestige,
and other subjective feelings. Consequently, it appears to
meet excessive social, aesthetic, and lifestyle demands. It
also occurs due to a person’s emotional response, sensory
pleasure, and dreams (Merima, Kasim, & Srdjan, 2011). This
is reinforced by Lee and Kim (2018) study, which reported
that hedonic shopping motivation is the fulfillment of non-
functional aspects of consumers. According to Arnold and
Reynolds (2003), it consists of six dimensions, namely, (1)
adventure shopping, (2) social shopping, (3) gratification
shopping, (4) idea shopping, (5) role shopping, and (6) value
shopping.
2.1.3. Impulse Buying
Impulse buying is the unplanned purchasing of goods
and services due to a sudden whim or urge. This decision
is influenced by various factors. According to Kotler
and Amstrong (2008), the purchase decision is related
to a consumer’s indecisiveness when buying a product.
This process consists of five stages, namely, (1) product
introduction, (2) information search, (3) alternative
evaluation, (4) purchase decision, and (5) post-purchase
behavior. However, people often make purchases on a daily
basis without planning. Verhagen and Van Dolen (2011)
reported that impulse buying is an irrational behavior
associated with spontaneous and unplanned spending. It also
means the sudden buying of goods and services without first
meeting the initially planned needs (Suryawardani, Sastika,
& Hanifa, 2017). In accordance with previous studies,
impulse buying is a sudden urge influenced by emotional
conditions and persuasive factors around the individual
(Maqsood & Javed, 2019). Amiri, Jasour, Shirpour, and
Alizadeh (2012) stated that impulse buying is divided into
four aspects, namely, (a) pure impulse buying, (b) reminder
impulse buying, (c) suggestion impulse buying, and (d)
planned impulse buying.
2.1.4. Customer Satisfaction
Customer satisfaction is defined as a measurement that
determines the extent of a clients’ pleasure or dissatisfaction
after purchasing a company’s products, services, and
capabilities. Lovelock (2007) reported an emotional state
(anger, dissatisfaction, irritation, joy, and pleasure) that is felt
after purchasing or interacting with the product providers.
Noronha and Rao (2017) stated that customer satisfaction is
an essential aspect of any organization, and it is beneficial
to these companies supposing it is properly maintained. It is
influenced by comparing a customer’s short-term emotional
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
2.2.1. Website Quality and Hedonic Shopping
Motivation
Hedonic shopping motivation is usually discovered in
online environments. Conversely, people that exhibit this
attitude are excessively interested in visiting websites for
easy navigation and visual reasons (Zhou, Dai, & Zhang,
2007). A complex online service causes displeasure,
however, assuming the quality of information on the website
is easy to navigate, it boosts enjoyment and leads to comfort
when utilizing the information systems (Kim & Gupta,
2009). Kim and Lee (2006) reported that a website quality
strongly influences a person’s hedonic shopping. It was
therefore concluded that this attitude plays an active role in
decision-making, the moment an individual feels satisfied
after interacting with the service sites.
H1: Website quality has a significant effect on hedonic
shopping motivation.
2.2.2. Website Quality and Impulse Buying
Advances in information technology have brought
significant changes in the growth of online businesses. Their
entrepreneurs adopt various marketing strategies, thereby
influencing consumers to shop on their websites. This shows
that the quality of the information provided causes potential
customers to make transactions spontaneously. Turkyilmaz,
Erdem, and Uslu (2015) reported that website design tends to
aid all e-commerce companies by boosting impulse buying.
It was concluded that a quality website quality causes an
individual to make unplanned purchases.
H2: Website quality has a significant effect on impulse
buying.
2.2.3. Website Quality and Customer Satisfaction
Sophisticated technology such as smartphones, laptops,
and other gadgets makes it easier for potential customers to
search for information about items they intend to purchase.
Presently, the buying and selling of goods online via a
website are considered effective and efficient. The research
carried out by Noronha and Rao (2017) strengthens the
theory of website quality, which stated that the quality of
a website has a positive impact on its users and encourages
repeated purchases. This is consistent with Barnes and
Vidgen’s (2002) findings that quality service tends to impact
users positively.
H3: Website quality has a significant effect on customer
satisfaction.
2.2.4. Hedonic Shopping Motivation and Impulse
Buying
A person with the tendency to shop based on hedonic
intent often spends quality time browsing about online
retail stores, leading to unplanned purchases. This activity
brings about new experiences as well as the assessment of
the website quality. The research carried out by Gültekin
and Hacettepe (2012) supports the aforementioned study,
which stated that the six hedonic shopping motives
(adventure, social, gratification, ideas, roles, and value
shopping) and browsing behavior has a positive impact on
impulse buying. This is in line with the study carried out
by Ustanti (2018), which stated that the hedonic shopping
lifestyle significantly influenced the middle class’s
attitude.
H4: Hedonic shopping motivation has a significant
effect on impulse buying.
2.2.5. Hedonic Shopping Motivation and Customer
Satisfaction
The hedonic shopping lifestyle has become a part of
most people. Subsequently, frequent browsing causes an
individual to shop outside their needs. A hedonic attitude
offers a sense of pleasure and satisfaction for some people
after shopping. Several studies have been carried out to
examine the close relationship between hedonic motivation
and customer satisfaction. Botti and McGill (2011) reported
that a person’s outcome of decisions when shopping is more
satisfying than when it is based on an external or hedonic
goal. Based on this, Ryu et al. (2010) stated that hedonic
and utilitarian values significantly influence customer
satisfaction, which has a huge effect on behavioral intention.
H5: Hedonic shopping motivation has a significant effect
on customer satisfaction.
2.2.6. Impulse Buying and Customer Satisfaction
Impulse buying is an unplanned or spontaneous purchase
that tends to have a negative impact on consumers and
sellers simultaneously (Akbar et al., 2020). Some people
exhibit this behavior to create an impression by appearing
to be satisfied with the purchased goods. However, recent
literature has reported the importance of impulse buying,
including the factors that cause consumers to engage in this
behavior. Maqsood and Javed (2019) reported that impulse
buying has a positive and significant effect on customer
satisfaction. This is consistent with the research carried
out by Suryawardani et al. (2017), which stated that this
behavior has a positive and significant impact on customer’s
satisfaction after shopping.
Bambang WIDAGDO, Kenny ROZ / Journal of Asian Finance, Economics and Business Vol 8 No 1 (2021) 395–405398
H6: Impulse buying has a significant effect on customer
satisfaction.
H7: Website quality has a significant effect on impulse
buying through hedonic shopping motivation.
H8: Website quality has a significant effect on customer
satisfaction through hedonic shopping motivation
H9: Website quality has a significant effect on customer
satisfaction through impulse buying.
3. Research Methods and Materials
This study uses a quantitative approach. The
measurement item of constructs from main studies were
reviewed and modified. We used a five-point Likert scale
to measure the indicators. The population comprises of
students from various cities in Indonesia with the criteria
of having shopped online. Purposive and random sampling
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,
≤7, ≥7 is 100, 150, and 300 respectively. However for a
model that has an extremely large number of variables,
the minimum number of samples is 500. The partial least
squared (PLS) method was applied in this research as this
method’s most important assets are: (1) non normal data,
(2) small sample sizes, and (3) formatively measured
constructs. The PLS method was employed for examining
the recommended research model and hypotheses.
Testing the recommended research model and suggestions
were conducted through two steps: assessment of the
measurement model and assessment of the structural
model (Hair et al., 2014).
4. Results and Discussion
Based on the data collected through questionnaires
distributed online, some 177 students met respondent
characteristics, namely, gender, age, intensity and frequency
of visiting online marketplaces.
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
Total 177 100
No Marketplace Frequency Percentage (%)
1 Tokopedia 12 6,8
2 Bukalapak 2 1,1
3 Shopee 154 87
4 JD. ID 1 0,6
5 BliBli.com 0 0
6 Lazada 2 1,1
7 Zalora 4 2,3
8 Instagram 2 1,1
Total 177 100
No
Intensity
(Within a
Month)
Frequency Percentage (%)
1 1 time 33 18,6
2 2 times 26 14,7
3 3 times 24 13,6
4 4 times 15 8,5
5 > 5 times 79 44,6
Total 177 100
Figure 1: Research Conceptual Framework
As shown on Table 4., female respondents dominate with
112 people or 63.3%. It was concluded that female respondents
prefer online shopping than their male counterparts. Conversely,
in Table 3, respondents aged between 18 to 21 dominate
with 153 people or 86.4% involved in online shopping;
this is followed by 22 people or 12.4% of the respondents
aged between 22 to 25 years. This means that respondents
between the ages of 18 and 21 prefer online shopping over the
conventional method. Table 2 shows that 154 respondents or
87% chose Shopee as their preferred marketplace, however 12
people or 6.8%, selected Tokopedia, while in the third place,
4 respondents or 2.3% chose Zalora. Therefore, the Shopee
marketplace is the solution when faced with the problem of
selecting an appropriate platform for online shopping. Seventy-
nine respondents or 44.6% visited the marketplace more than
five times a month. Furthermore, as many as 33 people or
18.6% visited once a month, followed by 26 or 14.7% who
visited the marketplace twice in a month. This implies that the
respondents visited the marketplace more than five times a
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
Table 2: Convergent Validity, Reliability, and AVE
Variable Indicator Outer
Loading Description Composite
Reliability AVE
Website Quality
(X1)
X1.1 0.900 Valid
0.846 0.521X1.2 0.884 Valid
X1.3 0.839 Valid
Hedonic Shopping Motivation
(X2)
X2.1 0.572 Valid
0.805 0.548
X2.2 0.678 Valid
X2.3 0.694 Valid
X2.4 0.703 Valid
X2.5 0.775 Valid
X2.6 0.725 Valid
Impulse Buying
(X3)
X3.1 0.733 Valid
0.887 0.603
X3.2 0.769 Valid
X3.3 0.675 Valid
X3.4 0.671 Valid
Customer Satisfaction
(Y1)
Y1.1 0.727 Valid
0.907 0.750
Y1.2 0.787 Valid
Y1.3 0.794 Valid
Y1.4 0.774 Valid
Y1.5 0.759 Valid
Y1.6 0.673 Valid
Figure 2: Analysis Results of Partial Least Square (PLS)
Bambang WIDAGDO, Kenny ROZ / Journal of Asian Finance, Economics and Business Vol 8 No 1 (2021) 395–405400
4.1. Measurement Model
This is determined based on two analyzes, namely,
measurement and structural model evaluation, known as the
outer, and inner models, respectively. The rationale for this step
is to confirm the validity and reliability tests. Consequently,
the validity of the internal consistency was determined by
utilizing alpha coefficient, composite reliability, and the
Average Variance Extracted (AVE) for each construct. The
criteria adopted, shows that discriminant validity is acceptable.
Based on the outer loading value of each variable,
when the loading value is above 0.5, it is reported as valid.
In addition, assuming the value of composite reliability is
above 0.7, it is reported to be a reliable construct. The test
results are reported on Table 2.
The results from the processed data show that all outer
loading variables and AVE are above 0.5, it was therefore
concluded that all construct measurement indicators are valid.
The test results show that all values of composite reliability are
> 0.7, thereby meeting the reliability as well as ensuring that
all indicators serve as a measure. Based on this analysis, it was
concluded that the four variables used in this study are reliable.
4.2. Structural Model
This is used to determine the strength of the research
model. In this analysis, the coefficient of determination R2 is
used to measure the proportion or percentage of the model’s
ability to illustrate the dependent variable. The following are
the results from the measurement of the structural model,
each endogenous variable expressed by the R2 value includes:
(a) the endogenous variable Hedonic Shopping Motivation
(0.319 or 31.9%), therefore it is influenced by the Website
Quality; (b) the endogenous variable for Impulse Buying
(0.610 or 61%), it is also influenced by Website Quality
and Hedonic Shopping Motivation; and (c) the endogenous
variable for Customer Satisfaction with a value of 0.657
or 65.7%, therefore Customer Satisfaction is influenced
by Website Quality, Hedonic Shopping Motivation, and
Impulse Buying.
The predictive relevance (Q2) value is calculated as
follows:
Q2 = 1 – (1 – R1
2)(1 – R2
2)(1 – R3
2)
Q2 = 1 – (1 – 0.3192)(1 – 0.6102)(1 – 0.6572)
Q2 = 1 – (1 – 0.101)(1 –0.372)(1 – 0.431)
Q2 = 1 – 0.321
Q2 = 0.679
The calculation shows a high value of 0.679, therefore
the model is feasible and declared to have a predictive-
relevance value. Furthermore, 67.9% shows the diversity of
data illustrated by the PLS model, while, the 32.1% obtained
is explained by the other variables. The largest outer loading
shows that the indicator on this variable is dominant. It was
concluded that it is significant when the t-test is greater than
1.96 and the P-value is less than 0.05.
Based on the results from testing the variables, the
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,
2013). The analysis shows that the website quality for
hedonic shopping motivation, impulse buying, customer
satisfaction has a coefficient of 0.565, 0.658, and 0.424,
respectively, while the hedonic shopping motivation on
customer satisfaction and impulse buying has a coefficient
of 0.684, and 0.507, respectively and impulse buying for
customer satisfaction obtained a value of 0.637, which
means that the higher the value, the higher the level of the
variables tested, this is a positive linear statement.
Based on the results obtained from using the single
test, it was discovered that the website quality on customer
satisfaction mediated by hedonic shopping motivation and
impulse buying is significant.
Table 3: Direct Influence in the Inner Model
Direct Influence Inner Weight T-statistics P-value Desc.
Website Quality → Hedonic
Shopping M. 0.565 7.645 0.000 Sig.
Website Quality → Impulse Buying 0.658 4.237 0.000 Sig.
Website Quality → Customer
Satisfaction 0.424 2.381 0.000 Sig.
Hedonic Shopping M. → Customer
Satisfaction 0.684 4.116 0.000 Sig.
Impulse Buying → Customer
Satisfaction 0.637 6.659 0.000 Sig.
Hedonic Shopping M. → Impulse
Buying 0.507 5.430 0.000 Sig.
Bambang WIDAGDO, Kenny ROZ / Journal of Asian Finance, Economics and Business Vol 8 No 1 (2021) 395–405 401
4.3. Discussion
Website quality has a positive and significant effect on
Hedonic Shopping Motivation
The results from this study show that website quality
has a positive and significant effect on Hedonic Shopping
Motivation in Indonesia. Website quality is considered
important, particularly for online businesses (Pebrianti,
2016). Implementing a quality website has a positive impact
on the company’s image. Furthermore, it leads to hedonic
shopping motivation without being realized (Wang, 2017).
The provision of accurate and complete information, serves
as an attractive interface which offers a different sensation
when someone visits the website and exhibits hedonism
(Kim et al., 2012). This study is consistent with the research
carried out by Albayrak et al. (2020), which disclosed
three dimensions underlying the formation of website
quality, which are specifically ease-of-use, provision of
information, and user interaction, which have a positive
effect on potential customers as well as incites a hedonic
attitude. It is also reinforced by the research carried out by
Kim et al. (2012), which stated that the quality of service
on a website plays an important role in increasing the
value of public spending and hedonism. Similar findings
also reported that the existence of technology, clarity of
information, and ease of access, increase the perception of
a person’s hedonic value (Wirtz, Piehler, & Ullrich, 2013).
Therefore, it was concluded that the quality of a website
aids in the development of hedonic shopping motivation.
Website quality has a positive and significant effect on
Impulse Buying
The results from this research prove that website quality
has a positive and significant effect on Impulse Buying.
Website quality ensures the services provided by the owner
are profitable, user friendly and accessible and it also offers
useful and reliable information, providing good design and
visual appearance to meet the users’ needs and expectations
(Ahmad et al., 2017). According to Barnes and Vidgen
(2002) its measurement is viewed from three aspects,
specifically ease-of-use, the information provided, and user
interaction. The perception of impulse buying is largely
based on the extent to which a customer browses or seeks
for information. The current technological advances adopted
by online buying and selling websites make it easier for an
individual to engage in impulse buying (Godara & Bishnoi,
2019). Several studies reveal that the motivational attributes
of website quality influence an individual to indulge in
impulse buying. This supports the research carried out by
Akram et al. (2018), which stated that providing accurate
information triggers a person to engage in 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
findings were also discovered in the study carried out by
Turkyilmaz et al. (2015), which stated that the factors
that trigger a person to indulge in online impulse buying
include the ease of navigating information searches and a
good response from service providers. The results from
this study are also reinforced by Zhang et al. (2018), which
reported that the reviews of other customers on purchased
goods influences an individual to make impulse purchases.
Therefore, it was concluded that the better the quality of the
website on an online shopping site in Indonesia, the better it
aids in the development of a hedonistic attitude.
Website quality has a positive and significant effect on
Customer Satisfaction
Customer Satisfaction is the end result experienced after
carrying out certain activities (Tjiptono, 2017). It is a feeling
of satisfaction that arises in people when perceptions match
their feelings (Kotler & Amstrong, 2008). A web page or
website is a form of Internet service containing information
that meets the needs of its users. The study shows that
website quality has a positive and significant effect on
customer satisfaction. Features such as easy search for an
item, clear and accurate information have a positive effect
and causes an individual to feel satisfied after interacting
with online shopping sites (Chi, 2018). These findings are
supported by several previous studies, which reported that
quality services delivered on a web site tends to have a
positive impact on customer satisfaction (Barnes & Vidgen,
2002). Furthermore, Noronha and Rao (2017) reported that
its strongest determinants are the quality of information,
systems, services, and website design, all of which offers a
satisfactory level during online shopping. Subsequently, Bai
et al. (2008) reported similar findings which stated that the
impact of a quality website causes customers to feel satisfied
and have the intention to make more purchases. Therefore, it
was concluded that the better the website quality, the higher
the level of customer satisfaction (Atulkar & Kesari, 2017;
Lin, 2007; Xu, 2017).
Table 4: Testing Results of Indirect Influence in the Inner
Model
Indirect Influence T-statistics P-value Desc
Website Quality →
Hedonic Shopping
M. → Customer
Satisfaction
4.582 0.00 Sig.
Website Quality →
Impulse Buying →
Customer Satisfaction
4.769 0.00 Sig.
Website Quality →
Hedonic Shopping
M. → Impulse Buying
4.175 0.00 Sig.
Bambang WIDAGDO, Kenny ROZ / Journal of Asian Finance, Economics and Business Vol 8 No 1 (2021) 395–405402
Impulse Buying has a positive and significant effect on
Customer Satisfaction
The results obtained shows that impulse buying has a
positive and significant effect on customer satisfaction. It
is further defined as unexpected or unplanned purchases
(Suryawardani et al., 2017). It is believed to be an irrational
purchase associated with spontaneous and unplanned
spending (Verhagen & Van Dolen, 2011). Hayu et al. (2020)
describe it as “unplanned” because decisions are made while
shopping or when the services are being provided. Several
studies have showed that there is a relationship between
impulsive buying and customer satisfaction. Maqsood and
Javed (2019) reported that unplanned purchases provide
satisfaction for buyers. Similar findings were reported by
Li (2015), which stated that impulse buying affects post-
impulsive purchase satisfaction through factors based
on buying and selling activities. This is reinforced by the
results from the critical review of journals which stated that
a sudden purchase phenomenon has a positive impact on
customer’s satisfaction in accordance with certain conditions
and emotions (Kalla & Arora, 2011).
Hedonic Shopping Motivation has a positive and
significant effect on Customer Satisfaction
The results indicate that hedonic shopping motivation
has a positive and significant effect on customer satisfaction
of online shopping sites in Indonesia. According to Khuana
(2016), it is believed to provide satisfaction in certain
situations. Hedonic Shopping Motivation is a person’s
desire to shop in order to satisfy psychological needs such
as feelings of emotion, satisfaction, prestige and other
subjective feelings. According to Merima et al. (2011),
it occurs due to a person’s emotional response, sensory
pleasures and dreams. The relationship between hedonic
shopping motivation and customer satisfaction is expressed
by Lee and Kim (2018), which stated that hedonic behavior
of users in an online-based service has a positive impact on
satisfaction and loyalty to the product. The findings from
this study are also consistent with the research carried out
by Botti and McGill (2011), which stated that a customer
satisfaction is influenced by existent factors in the individual,
namely the hedonic nature of shopping. Feelings to fulfill
a social lifestyle when shopping are considered capable
of providing satisfaction. This is reinforced by the study
carried out by Ryu et al. (2010), which reported that hedonic
behavior significantly affects customer satisfaction and this
is supported by the six dimensions of hedonic shopping
motivation. This is in line with the research carried out by
Atulkar and Kesari (2017), which reported similar findings,
specifically the fact that hedonic nature of shopping has a
strong influence on customer satisfaction. Based on the
findings of this study, it was concluded that the stronger
the hedonic shopping motivation behavior, the higher the
customer satisfaction.
Hedonic Shopping Motivation has a positive and
significant effect on Impulse Buying
The results from this research prove that hedonic
shopping motivation has a positive and significant effect
on impulse buying. This is based on the fact that hedonic
shopping triggers an individual to shop impulsively. This
finding is consistent with the research carried out by Bhakat
and Muruganantham (2013) concerning the significant
influence of hedonic shopping motivation on impulse buying.
Wahab et al. (2018) reported a similar finding, which stated
that hedonic motivation causes a person to make unexpected
purchases. Furthermore, impulse buying is influenced by
five dimensions of hedonic shopping motivation from
adolescence to adulthood (Dey & Srivastava, 2017). An
individual’s shopping intentions are motivated by several
things, including hedonic shopping intentions. This intention
triggers impulse buying or unplanned purchases, which often
occur in public such as the sudden desire to buy products
or sticks without thinking about whether these items were
needed (Faisal et al., 2020; Zheng et al., 2019).
Website Quality has a positive and significant effect
on Customer Satisfaction through Hedonic Shopping
Motivation
The attractiveness of consumer shopping behavior is
caused by various factors, one of which is the website quality.
Reliable, accurate and real time information has a positive
influence on customer satisfaction after shopping (Kesari
& Atulkar, 2016). This study shows that ease of access,
accurate information and interaction between consumers and
service providers have a positive impact and are supported
by hedonic intentions. This finding is consistent with the
research carried out by Jeong and Lambert (2001), which
discloses three dimensions of website quality, particularly
clear information, accessibility, and attitudes are reasons
mediated by hedonic shopping intentions for a person to
feel satisfied. Individuals that tends to spend their free time
exploring online stores has a strong relationship with hedonic
intentions, and this leads to a sense of satisfaction supposing
the activity is in line with the expectations (Jarvenpaa &
Toad, 1996).
Website quality has a positive and significant effect on
customer satisfaction through Impulse Buying
Impulse buying is defined as an unplanned or sudden
purchase. Several studies have disclosed that there is a
relationship between website quality and impulsive buying.
This study shows that it has a positive and significant
effect on customer satisfaction mediated through impulse
buying. This finding is consistent with the research carried
out by Park and Park (2013), which stated that customer
satisfaction is influenced by visual attributes on online
shopping site mediated by the existence of e-impulse. This
is reinforced by the study carried out by Kang et al. (2014)
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
satisfaction.
Website quality has a positive and significant effect on
Impulse Buying through Hedonic Shopping Motivation
The results obtained shows that website quality has a
positive and significant effect on impulse buying mediated
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
impulse supported by a sense of desire to make purchases
(Kang et al., 2014). This is in accordance with the research
carried out by Hashmi et al. (2019), which stated that the
information system of a quality online shopping service
has a significant impact on impulse buying mediated by
hedonic behavior. Wang and Morrell (2015) stated that the
most influential factor of impulse buying is derived from
the stimulation of the online environment (interface), where
hedonic motivation serves as a manipulative mediating
variable thereby generating positive emotions and consumer
cognitive responses.
5. Conclusions
First, shopping websites in Indonesia attracts customers
to engage in hedonic shopping or simply to create that
intention. This is depicted by the easy access, reliable and
updated information as well as interaction between the
service providers and users. Second, website quality has a
significant effect on impulse buying. This simply implies
that the quality of an online sales website influences users
to make purchases impulsively. This is due to attractive
programs designed for users such as cashback, discounts,
etc. Third, website quality has a significant effect on
customer satisfaction. It was concluded that online shopping
sites in Indonesia offers a sense of satisfaction to its
users when carrying out transactions based on the ease of
use, information provided by the site and the interaction
between online sellers and buyers. Fourth, hedonic shopping
motivation has a significant effect on impulse buying. It
means that a person with hedonic behavior is likely to make
unplanned or sudden purchases.
Fifth, it has a significant effect on customer satisfaction. It
is reported that an individual with hedonic behavior is usually
satisfied after shopping in accordance with the emotional
condition. Sixth, impulse buying has a significant effect
on customer satisfaction, which is boosted by experiences,
feelings and the person’s mood. Seventh, website quality
has a significant effect on impulse buying through hedonic
shopping motivation. This implies that hedonic shopping
motivation and website quality are variables that support
each other thereby resulting in the development of impulse
buying attitudes. Eighth, website quality has a significant
effect on customer satisfaction through hedonic shopping
motivation. It means that a quality website incites the hedonic
intentions of users thereby generating a sense of customer
satisfaction. Ninth, website quality has a significant effect on
customer satisfaction through impulse buying. This means
that a quality website boosts customer’s satisfaction when
shopping online.
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