Pengaruh Emosi Positif, Potongan Harga, dan Kualitas Website terhadap Pembelian Impulsif pada Toko Jelita Cosmetic di Shopee

Tujuan penelitian guna mengidentifikasi terkait pengaruh emosi positif, potongan harga, dan kualitas website terhadap pembelian impulsif pada toko jelita cosmetic di shopee. Penelitian kuantitatif digunakan dengan metode survei serta purposive sampling sebagai teknik dalam pengambilan data dengan jumlah sampel yaitu 100 responden. Kuesioner digunakan dalam penelitian ini sebagai teknik pengumpulan data yang dikirimkan dalam bentuk link google form secara online, serta analisis regresi berganda digunakan sebagai teknik analisis data. Hasil dari penelitian menjelaskan secara parsial variabel emosi positif (X₁) tidak memiliki pengaruh signifikan terhadap variabel pembelian impulsif (Y). Variabel potongan harga (X₂) memiliki pengaruh signifikan terhadap variabel pembelian impulsif (Y). Dan variabel kualitas website (X₃) tidak memiliki pengaruh signifikan terhadap variabel pembelian impulsif (Y). Variabel emosi positif (X₁), variabel potongan harga (X₂) dan variabel kualitas website (X₃) secara simultan berpengaruh terhadap variabel pembelian impulsif (Y).

Kata kunci : Emosi Positif, Potongan Harga, Kualitas Website, Pembelian Impulsif

Research objectives to identify related of positive emotion, price discount, and website quality on impulse buying at the Jelita Cosmetic store at Shopee. This research method uses quantitative research with survey methods using purposive sampling technique as a technique for data collection with a sample of 100 respondents. Questionnaires are used in this study as data collection techniques sent in the form of google form links online, as well as multiple regression analysis used as data analysis techniques. The results of the research explained that partially positive emotion variables (X₁) did not have a significantly affects on impulse buying variables (Y). Price discount variables (X₂) have a significantly affects on impulse buying variables (Y). And the website quality variable (X₃) has no significantly affects on impulse buying variables (Y). Positive emotion variables (X₁), price discount variables (X₂) and website quality variables (X₃) simultaneously affect impulse buying variables (Y).

Keywords: Positive Emotion, Price Discount, Website Quality, Impulse Buying