The digital era in Indonesia shows rapid progress in technology and information dissemination, particularly in online commerce. This development is significantly supported by the internet, which accelerates information exchange and encourages the growth of e-commerce in Indonesia as a transaction and communication platform (Pramesti & Dwiridotjahjono, 2022). As a result, online shopping has become a dominant trend and a popular new habit among the general public (Herdiana, 2023). Consumers increasingly prefer e-commerce platforms because they offer convenience, practically, time and energy efficiency, allowing consumers to make purchases anytime and anywhere without being limited by time (Siburian & Anggrainie, 2022). In response to these market dynamics, various e-commerce continues to strive to present creative and efficient innovations, one of which is the Shopee marketplace. Founded by Forrest Li in 2009, Shopee is a marketplace or online shopping platform that is part of the SEA Group (Sari & Kusuma, 2023).

According to data from databoks, (2024), Shopee occupies the first position with the highest number of visits at 134.1 million. While Tokopedia 78 million, Lazada 55.9 million, and Blibli 24.2 million. This condition shows that Shopee has a lot of enthusiasts among Indonesians which can lead to increased impulsive buying so it is important for Shopee to remain competitive in the midst of market competition. Shopee provides innovation and attractive sales promotion strategies to increase consumer enthusiasm. The large number of products and ease of shopping at Shopee increases consumers' hedonic shopping motivation. High consumption and effective promotions encourage impulsive buying, which are spontaneous purchases without planning (Fadila et al., 2025). Although Shopee offers various promotions, consumers still complain about limitations such as free shipping that does not apply to all stores, minimum purchase for discounts, limited voucher time, expensive shipping, etc. Shopee needs an effective strategy by understanding the influence of impulse buying behavior to retain its leading position in the Indonesian e-commerce market.

Based on Rook & Fisher, (1995) in Tanriady & Septiana, (2021), impulsive buying is a behavior characterized by a sudden, intense, and enduring compulsion to make an instant purchase. Impulsive buying isn’t solely propelled by affective elements, influences like the retail environment, personal contentment, self-worth, and the emotional state of consumers can also prompt them (Gogoi et al., 2020). The ease of access to online shopping activities and diverse offers is an attractive phenomenon for the wider community, which leads to impulsive buying behavior. Several factors that influence impulsive buying include sales promotions, hedonic shopping motivation, shopping lifestyle, and E-WOM. Sales promotion is the main element in a marketing campaign that includes intensive tools, mostly short-term, designed to stimulate faster purchases (Kotler & Keller, 2016). The phenomenon of online shopping at Shopee is also in great demand because there are attractive promotional features, namely the order increase promotion feature and interaction with buyers (Shopee, 2025). The order boost promotion feature helps increase sales by offering incentives for buyers such as affiliate marketing solutions, shopee live/video, discounts, vouchers, flash sales, shipping promos, shopee external ads, my shop vouchers/flash sales, saving combos, etc. As for the promotional features, increasing interaction with buyers can help increase visits including shop follow vouchers, shop decorations, seller coins, rating gifts, and chat broadcasts. Sales promotions can encourage customers to make more purchases, as well as increase impulsive buying (Sinjaya & Santoso, 2021). The results of research Sahar, (2022), Prakasiwi & Nuvriasari, (2024), and Nurfajrini & Putri, (2024), demonstrate that sales promotion exerts a substantial favorable influence on impulsive buying behavior. However, research by Budiarto & Saputri, (2022) and Tumanggor et al., (2022) states the sales promotion exerts no influence on impulsive buying behavior.

According to Fissudur et al., (2022), hedonic shopping motivation is a consumer's drive to seek pleasure and sensation, which often leads to a lack of self-control and a lack of understanding of product benefits. Shopping makes an individual's lifestyle in his daily life to be able to fulfill his needs and desires (Hasim & Lestari, 2022). Findings from studies by Hidiani & Rahayu, (2021) and Sufyan et al., (2024), hedonic shopping desire significantly enhances impulsive buying behavior. However, research by Khatimah et al., (2024), it is stated that hedonic shopping motivation has a negative affects impulsive buying. Shopping lifestyle refers to an individual's allocation of time and financial resources towards diverse products. Due to the convenience of internet shopping, leisure time, and financial resources, customers will possess considerable purchasing power (Tjemara & Nurlinda, 2025). This suggests that a heightened shopping lifestyle increases the likelihood of customers participating in impulsive buying. Research conducted by Salsabila et al., (2024) and Wati et al., (2023), revealed that a shopping lifestyle has a favorable and important impact on impulse purchasing behavior. However, the research findings of Irawan et al., (2020), indicate that shopping lifestyle does not influence impulsive buying. E-WOM typically denotes favorable or unfavorable thoughts regarding a product, serving as a reference prior to a purchase and accessible to numerous individuals online. This can enhance the motivation or bolster the confidence of prospective consumers to engage in impulsive buying (Tanriady & Septina, 2022). The findings of the studies by Ariyanti & Iriani, (2022) and Rahmaningsih & Sari, (2022) indicate that E-WOM significantly influences impulsive buying positively. Nonetheless, the findings of studies conducted by Puspita et al., (2023), Hasim & Lestari, (2022), and Nuraini et al., (2024) indicate that electronic word-of-mouth (E-WOM) has no effect on impulsive buying behavior.

This research is a development of previous research conducted by Fahruddin et al., (2024), it emphasizes the elements of sales promotion, hedonic shopping motivation, and shopping lifestyle. The research show that these three variables exerted a favorable and significant influence on impulsive buying behavior. The distinction between this study and prior studies is in the incorporation of the E-WOM variable as an independent variable, as evidenced by research undertaken by Nuraini & Praswati, (2024), E-WOM shows a beneficial (positive) and significant impact on impulsive buying behavior. The incorporation of these variables seeks to identify additional characteristics that may affect impulsive buying behavior among consumers. This research focuses on consumer behavior in Purwokerto. As the center activity in the Banyumas region, the people of Purwokerto tend to be digitally literate and have consumptive habits, given the increasing popularity of online promotions and transactions which further trigger impulsive buying behavior. Analyzing sales promotion, hedonic shopping motivation, shopping lifestyle, and electronic word-of-mouth (E-WOM) on impulsive buying can yield deeper insights.

This study employs quantitative methodologies, focusing exclusively on individuals in Purwokerto who have purchased from or engaged with Shopee as consumers. The study population comprises Shopee users residing in Purwokerto who have made a minimum of two purchases on Shopee within the past six months. This study employed a non-probability strategy utilizing purposive sampling to collect samples, where respondents according to criteria or suitable for research purposes are selected so that they are expected to respond to the research case (Sugiyono, 2013). The criteria for determining the sample are as follows: Female/male at least 18 years old; have purchased a minimum of twice in the past six months; shopee consumers who live/reside in Purwokerto.

The sample used in this study used the Lemeshow formula, (1997), because it did not know the exact population size. The Lemeshow formula, (1997) is as follows:

n = Z²P (1−P) / d² = (1.96)20.5(1−0.5) / (0.1)²

= 3.8416×0.25 / 0.01 = 0.9604 / 0.01 = 96.04 samples or 96 samples

Referring to the calculation results, the minimum sample size is 96 people. Researchers made a list of statements and distributed questionnaires online with google form. In measuring the data to be taken from respondents, researchers used likert measurement scale (1-5) with the provisions that 5 means Strongly Agree (SS), 4 means Agree (S), 3 means neutral (N), 2 means Disagree (TS), and 1 means Strongly Disagree (STS) (Sugiyono, 2013). The primary data collected was processed using the SPSS 26 application (Ghozali, 2018).

The research questionnaire contains 30 lists of statements and contains descriptions of respondents related to gender, age, education, occupation, and income. A total of 119 respondents were obtained from distributing questionnaires using google form. The majority of respondents were female, numbering 110 (92.4%), while 9 (7.6%) were male. The majority were aged 18-23, numbering (85.7%)

Based on table 2, the value of Asymp. Sig. (2-tailed) is 0.053 > 0.05, indicating that the data is normally distributed. Thus, the normality requirement in the regression model has been successfully met.

Table 3. Multicollinearity Test

Multicollinearity testing is conducted to assess the existence of a significant linear connection among the independent variables in the regression model (Ghozali, 2018). According to Table 3, with Tolerance over 0.10 and VIF below 10, as noted by Ghozali, (2018), these findings indicate the absence of multicollinearity symptoms among the independent variables.

Ghozali, (2018) explains that the heteroscedasticity test aims to detect inequality in the variance of the resdiuals of each observation of the regression model.

Table 4. Glejser Heteroscedasticity Test

Source: processed 2025

In table 4, Sig. > 0.05 Ghozali, (2018) shows that all variables do not occur heteroscedasticity problems.

The results of this study indicate that sales promotion, hedonic shopping motivation, and shopping lifestyle significantly and positively influence impulsive buying on Shopee consumers in Purwokerto. Meanwhile, the E-WOM variable has no significant effect on impulsive buying for Shopee consumers in Purwokerto.

The adjusted R-square value of 34% in this study, classified as moderate in influencing the dependent variable, Hair & Alamer, (2022), indicates that there are other factors that influence the dependent variable that have not been measured in the model. Demographic analysis of respondents shows a disproportionate composition, dominated by young individuals with an average monthly income below one million rupiah. The limitation of indicators in describing variables may also be a contributing factor. Based on these findings, further research is recommended to include other relevant variables outside the model and expand the demographic coverage of respondents to increase the explanatory power of the model to the dependent variable and strengthen ist generalizability.

This research is expected to add insight and knowledge and become a reference for future researchers. The limitation of this research is the unrepresentative sample composition. Most of the respondents are young individuals (students), dominated by one age group, gender and predominatly low income. It is hoped that future researhers can expand the demographic coverage of respondents and examine other factors or variables that can influence impulsive buying.