Pengaruh Sales Promotion dan Hedonic Shopping Motivation Terhadap Impulsive Buying dengan Positive Emotion sebagai Variabel Intervening

Abstract

This research aims to test the influence of sales promotion and hedonic shopping motivation on impulsive buying with positive emotion as an intervening variable on Shopee Live users in East Java. This research uses explanatory research with a population of Shopee users in East Java who have made purchases through the Shopee Live feature. The sampling technique used was non-probability sampling with purposive sampling technique. The number of samples used was 160 respondents who had the criteria, respondents had the Shopee application on their smartphone, were at least 18 years old, had made at least two purchases on the Shopee Live feature, and lived in East Java. The data source for this research is primary data obtained by distributing questionnaires by Google Form online and offline. The data analysis method used in this research is path analysis with SPSS. The results of this research show that Sales Promotion and Hedonic Shopping Motivation have a significant effect on Positive Emotion. The higher the Sales Promotion and Hedonic Shopping Motivation, the greater the Positive Emotion. Sales Promotion and Hedonic Shopping Motivation have a significant effect on Impulsive Buying. The higher the Sales Promotion and Hedonic Shopping Motivation, the more Impulsive Buying will increase. Positive Emotion has a significant effect on Impulsive Buying. The higher the Positive Emotion, the more Impulsive Buying will increase. Positive Emotion significantly mediates the influence of Sales Promotion and Hedonic Shopping Motivation on Impulsive Buying. Good Sales Promotion and Hedonic Shopping Motivation will increase positive emotions so that they have a positive impact on impulsive buying.