Exploring advertising stimulus, hedonic motives, and impulse buying behavior in Indonesia’s digital context: demographics implications

This research explores the mediating role of hedonic motives in the relationship between online advertising stimulus and impulse buying behavior among online shoppers in West Java, Indonesia. Using a quantitative survey method, data were collected from 330 respondents. Conditional process analysis with SPSS and the PROCESS macro were used to analyze the data. The results show that advertising can influence impulse purchases by stimulating emotional and hedonic motives, challenging traditional persuasive theory. Additionally, the moderating effects of gender and age indicate the need to consider demographic factors in understanding and designing effective digital marketing strategies. The findings provide practical guidance for marketers and e-commerce platforms to encourage impulse purchases through targeted, emotionally compelling advertising that taps into consumers’ hedonic motivations, while accounting for individual differences.