Impulse Buying di Live Shopping Shopee: Mediasi Emotional Response dari AI Personalization Based Recommendation dan Hedonic Shopping Value
Abstract
Technological advancements in Indonesia's digital market have accelerated transformation and driven the growth of online shopping. Shopee, as an e-commerce platform offering AI features and live shopping. This research examines the influence of AI Personalization-Based Recommendation and Hedonic Shopping Value on Impulse Buying, with Emotional Response as the mediating variable among Shopee’s live shopping consumers in Indonesia. Employing an explanatory quantitative approach with Partial Least Squares-Structural Equation Modeling (PLS-SEM) on a sample of 162 respondents, the results reveal that AI Personalization-Based Recommendation positively and significantly affects Emotional Response but negatively and insignificantly impacts Impulse Buying. Hedonic Shopping Value positively and significantly influences Impulse Buying, yet its effect on Emotional Response is positive but insignificant. Emotional Response positively and significantly predicts Impulse Buying, with R-square for Emotional Response at 0.782 (strong) and for Impulse Buying at 0.588 (moderate). These findings confirm Emotional Response as a partial mediator between AI Personalization-Based Recommendation and Impulse Buying, while affirming Hedonic Shopping Value as a strong direct predictor of impulse buying in the live shopping context. Theoretically, the results enrich the S-O-R framework in digital marketing; practically, they recommend optimizing AI personalization and hedonic elements to enhance impulse purchase conversions on Shopee.
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Sinta, S., Widodo, T., & Dewi R, W. (2025). PENGARUH DIGITAL MARKETING DAN WOM (WORD OF MOUTH) TERHADAP LOYALITAS MELALUI KEPUTUSAN PEMBELIAN PERAWATAN DI KLINIK JAKARTA. Pendas : Jurnal Ilmiah Pendidikan Dasar, 10(1), 334–341.
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Thi Mai, L., Thi Minh Ngoc, L., Thien My, N., & Bao Ngoc, L. (2024). The influence of utilitarian and hedonic value on customer satisfaction and repurchase intention in e-commerce. VNU Journal of Economics and Business, 4(4), 96–107. https://doi.org/10.57110/vnujeb.v2i6.311
Utama, N. F., Santosa, N. S., Honesta, J., Sonbai, J. S. Y., Koesnadi, V. L., Jonathan, E., Marcia, F. A., & Ningsih, R. Y. (2024). Pengaruh E-Commerce Terhadap Perilaku Impulsive Buying pada Generazi Z. Jurnal Manajemen Dan Pemasaran Digital (JMPD), 2, 218–226. https://doi.org/10.38035/jmpd.v2i3
Alkatiri, A. S. (2024). Ketika Like dan Followers di Atas Segalanya: Hedonisme dan Stereotipe Menggerogoti Jiwa Generasi Muda. Ruang Opini Prodi PPKN UNDANA.
Amorim, L. (2026, February 18). Shopee AI: How Artificial Intelligence Is Redefining E-Commerce on Southeast Asia’s Most Visited Platform. Saint Augustines University.
Armmawadin, I. D., & Dhenabayu, R. (2025). THE EFFECT OF PERSONALIZED ARTIFICIAL INTELLIGENCE INTERACTION QUALITY ON IMPULSIVE STREAMING INTENTIONS MEDIATED BY AFFECTIVE RESPONSES. Universitas Putera Batam, 14(1), 87–102.
Cahyani, L., & Marcelino, D. (2023). Positive Emotions as Mediation Between Hedonic Shopping Motivations on Impulsive Buying Behavior of E-Commerce in Indonesia. Asia Pacific Management and Business Application, 011(03), 347–362. https://doi.org/10.21776/ub.apmba.2023.011.03.7
Diah, A. M., Pristanti, H., Aspianti, R., & Syachrul. (2019). The Influence of Hedonic Shopping Value and Store Atmosphere and Promotion of Impulse Buying through Positive Emotion on the consumer of Sogo Department Store in Samarinda.
Edwards, K. (2025, January 23). Hedonic Shopping: What Does it Mean for Buyers and Businesses? Landingi.Com.
Emerson, R. W. (2021). Convenience Sampling Revisited: Embracing Its Limitations Through Thoughtful Study Design. Journal of Visual Impairment & Blindness, 115(1), 76–77. https://doi.org/10.1177/0145482X20987707
Growth, H. (2025, December 27). How Shopee’s AI-Powered Personalization Is Redefining Loyalty Programs In Indonesias $94.5B E-Commerce Boom: Key Numbers, Benchmarks, And Strategic Roadmap For Business Leaders. Microsoft.
Gunawan, B. S., Widyawati, N., Wijonarko, G., & Kalangi, M. H. E. (2025). Pengaruh Shopping Lifestyle Dan Flash Sale Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Moderating Pada Generasi Muda Pengguna Shopee Kota Surabaya. Jurnal Administrasi Bisnis (Jutranis), 2(1).
Hair, J. F., Ringle, C. M., Hult, G. T. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publishing.
Hidayat, N. (2026). AI-Powered Personalization In E-Commerce: Psychological Mechanisms, Algorithmic Fairness, And Their Impact On Consumer Engagement And Loyalty. COSTING: Journal of Economic, Business and Accounting, 9(1), 1900–1914.
Idris, A. H. (2024). Pengaruh Sistem Rekomendasi Berbasis Artificial Intelligence Terhadap Impulsive Buying Dengan Mediasi Emosi Positif” (Studi Pengguna Platform Shopee Di Kota Ternate) [Thesis]. Universitas Khairun.
Ingriana, A. (2023). AI-Powered Product Recommendations And Their Role In Stimulating Impulse Buying Among Online Shoppers. AIRA: Artificial Intelligence Research and Applied Learning, 2(1), 1–16. https://journal.dinamikapublika.id/index.php/aira
Jennyya, V., Pratiknjo, M. H., & Rumampuk, S. (2021). Gaya Hidup Hedonisme Di Kalangan Mahasiswa Universitas Sam Ratulangi. Jurnal Holistik, 14(3), 1–6.
Kumar, S., Gupta, U., Singh, A. K., & Singh, A. K. (2023). Artificial Intelligence: Revolutionizing Cyber Security in the Digital Era. Journal of Computers, Mechanical and Management, 2(3), 31–42. https://doi.org/10.57159/gadl.jcmm.2.3.23064
Mariana, S. R., & Susilowati, H. (2025). Pembelian Impulsif di Era Digital: Peran Live Streaming, Content Marketing, dan Ulasan Pelanggan Online pada Pengguna Shopee. Journal of Management and Digital Business, 5(2), 595–208. https://doi.org/10.53088/jmdb.v5i2.1776
Masitha, S. C., & Hakim, L. (2025). Dampak Sales Promotion dan Emotions Terhadap Impulse Buying pada Konsumen Shopee: Studi Kasus pada Konsumen Shopee di Surakarta. El-Mal : Jurnal Kajian Ekonomi & Bisnis Islam, 6(3), 2169. https://doi.org/1047467/elmal.v6i3.7427
Mooduto, Moh. F., Umar, Z. A., & Niode, I. Y. (2023). PENGARUH HEDONIC SHOPPING VALUE TERHADAP E-IMPULSE BUYING PADA PELANGGAN TIKTOK SHOP DI KOTA GORONTALO. SENTRI: Jurnal Riset Ilmiah, 2(9), 3538–3547.
Ngo, T. T. A., Nguyen, H. L. T., Mai, H. T. A., Nguyen, H. P., Mai, T. H. T., & Hoang, P. L. (2025). Analyzing the role of customers’ experiences and emotional responses in shaping Generation Z’s impulse buying behavior on Shopee video platform. PLOS One, 20(5). https://doi.org/10.1371/journal.pone.0322866
Pal, S. (2025). Impulse Buying in the Digital Age - The Influence of Personalized Ads, Recommendations, and Instant Purchasing Options. Integrated Journal for Research in Arts and Humanities, 5(2), 24–33. https://doi.org/10.55544/ijrah.5.2.5
Rahadi, D. R. (2023). Pengatar Partial Least Square Structural Equation Model (PLS-SEM) (Wijonarko, Ed.; 1st ed.). Lentera Ilmu Madani.
Riadi, M. (2023, January 4). Pembelian Impulsif (Pengertian, Karakteristik, Aspek, Jenis dan Faktor yang Mempengaruhi). Kajianpustaka.Com. https://www.kajianpustaka.com/2020/11/pembelian-impulsif.html
Rodrigues, R. I., Lopes, P., & Varela, M. (2021). Factors Affecting Impulse Buying Behavior of Consumers. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.697080
Samson, F. (2025). AI-DRIVEN PERSONALIZATION IN E-COMMERCE (Working Paper).
Sinta, S., Widodo, T., & Dewi R, W. (2025). PENGARUH DIGITAL MARKETING DAN WOM (WORD OF MOUTH) TERHADAP LOYALITAS MELALUI KEPUTUSAN PEMBELIAN PERAWATAN DI KLINIK JAKARTA. Pendas : Jurnal Ilmiah Pendidikan Dasar, 10(1), 334–341.
Syafi, M., Umam, ul, & Chamidah, S. (2025). PENGARUH SHOPPING EMOTION, PROMOSI DAN GAYA HIDUP TERHADAP IMPULSE BUYING DI MARKET PLACE SHOPEE. Integrative Perspectives of Social and Science Journal, 2(1), 1362–1370.
Thi Mai, L., Thi Minh Ngoc, L., Thien My, N., & Bao Ngoc, L. (2024). The influence of utilitarian and hedonic value on customer satisfaction and repurchase intention in e-commerce. VNU Journal of Economics and Business, 4(4), 96–107. https://doi.org/10.57110/vnujeb.v2i6.311
Utama, N. F., Santosa, N. S., Honesta, J., Sonbai, J. S. Y., Koesnadi, V. L., Jonathan, E., Marcia, F. A., & Ningsih, R. Y. (2024). Pengaruh E-Commerce Terhadap Perilaku Impulsive Buying pada Generazi Z. Jurnal Manajemen Dan Pemasaran Digital (JMPD), 2, 218–226. https://doi.org/10.38035/jmpd.v2i3
Published
2026-06-10
How to Cite
QASTALANO, Rezha Isyraqi et al.
Impulse Buying di Live Shopping Shopee: Mediasi Emotional Response dari AI Personalization Based Recommendation dan Hedonic Shopping Value.
REVITALISASI : Jurnal Ilmu Manajemen, [S.l.], v. 15, n. 1, p. 110-119, june 2026.
ISSN 2657-1684.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/Revitalisasi/article/view/8771>. Date accessed: 21 june 2026.
doi: https://doi.org/10.32503/revitalisasi.v15i1.8771.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License
