The Influence of Hedonism on Consumers Symbolic Identity: The Mediating Role of Impulse Buying and the Moderating Effects of Sales Promotion and Payment Options
Dewi Suci khairani (a), Yulia Arisnani Widyaningsih (b)

a) Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada Jalan Sosio Humaniora No. 1, Bulaksumur, Yogyakarta 55281, Indonesia.
b) Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada Jalan Sosio Humaniora No. 1, Bulaksumur, Yogyakarta 55281, Indonesia

Abstract

This study aims to examine the influence of hedonism on consumers^ symbolic identity formation, with impulse buying as a mediating variable and sales promotion and payment options as moderating variables. The research focuses on Generation Z in Indonesia, a demographic known for its strong inclination toward hedonic and impulsive consumption behaviors, particularly in the context of online footwear purchases. Grounded in Self-Determination Theory and Cognitive Dissonance Theory, this study investigates five key constructs: hedonism, impulse buying, sales promotion, payment options, and symbolic identity. A quantitative approach is employed, utilizing purposive sampling of 210 respondents from Gen Z who have experience purchasing footwear online. Data is collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings are expected to contribute theoretically to the literature on digital consumer behavior and practically to marketing strategies in the footwear industry, especially in designing emotion-driven and symbol-based campaigns tailored to Gen Z preferences.

Keywords: hedonism, impulse buying, sales promotion, payment options, symbolic identity, Generation Z

Topic: Marketing management