ANALYSIS OF HEDONIC LIFESTYLE IMPACT ON IRRATIONAL PURCHASING BEHAVIOR WITH SOCIAL ACKNOWLEDGEMENT AS A MODERATING VARIABLE

Abstract

This research analyzes the critical role of social acknowledgment in enhancing the association between hedonic lifestyles and irrational buy- ing behavior, especially in the context of luxury products and in genera- tions X, Millennial, and Z in Indonesia. Based on theory, although a he- donic lifestyle influences irrational buying behavior, it was revealed that social acknowledgment; as a moderating variable, plays a very significant role. Individuals who feel the urge to be acknowledged in their social con- text demonstrate more irrational buying behavior when they also choose a hedonic lifestyle. These findings imply that the desire to acquire recogni- tion from their social surroundings, whether it is friends, family, or co- workers, could impact their shopping decisions, perhaps driving them to- ward less reasonable or excessive decisions, especially in the setting of luxury products. This has major consequences for marketers and corporate policymakers, as it shows that marketing methods that focus on status goals and social acknowledgment can be more effective. This study used a pur- posive sampling technique and managed to get 256 samples. The results of this study prove that a hedonic lifestyle has a significant effect on irrational purchasing decisions, and Social Acknowledgement; as a moderating vari- able, greatly influencing the relationship between a hedonic lifestyle and irrational purchasing decisions.