Abstract
This study aims to examine the effect of hedonic motivation and advertising on shopping lifestyle on consumers in South Tambun, Bekasi. The research sample amounted to 120 people who were determined based on the formula "n indicators x 10" from the infinite population. The research subjects were consumers who shopped at ten modern cosmetic stores in Tambun Selatan District, Bekasi Regency. The sample was taken by accidental sampling technique using a questionnaire as a data collection instrument whose results were tested using validity and reliability testing techniques. The data analysis technique used multiple linear regression analysis, t-value test, and Anova F-value test. Based on the test results show, either partially or simultaneously, Hedonic Motivation and Advertising have a positive and significant effect on the Shopping Lifestyle of Consumers for Cosmetic Products in South Tambun, Bekasi. Based on the coefficient of determination test, the value of "adjusted R-square" is 0.550, which indicates that 55% of the shopping lifestyle variable can be explained by all the variables used in this study, namely the hedonic motivation variable and the advertising of cosmetic products
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