Pengaruh Hedonic Shopping Value dan Sales Promotion Terhadap Impulse Buying Dengan Emosi Positif Sebagai Variabel Mediasi (Studi Pada Pengguna Tokopedia)

The Effect of  Hedonic Shopping Value and Sales Promotion on Impulse Buying (Study on Tokopedia Users)

Impulse buying terjadi ketika konsumen mengalami dorongan yang tiba-tiba, seringkali kuat dan secara terus-menerus untuk sesegera mungkin membeli sesuatu. Impulse buying dapat dipengaruhi oleh faktor internal dan eksternal seperti hedonic shopping value dan sales promotion. Penelitian ini bertujuan untuk membahas pengaruh hedonic shopping value dan sales promotion terhadap impulse buying  dengan emosi positif sebagai variabel mediasi studi pada pengguna Tokopedia. Penelitian ini merupakan penelitian kuantitatif dengan teknik pengambilan sampel menggunakan teknik judgmental sampling pada 210 responden. Penyebaran kuisioner dilakukan secara online dengan pengukuran jawaban menggunakan skala likert. Analisis statistik yang digunakan adalah path analysis dengan menggunakan aplikasi AMOS. Hasil penelitian menunjukkan bahwa hedonic shopping value, sales promotion, dan emosi positif berpengaruh terhadap impulse buying. Selanjutnya, hedonic shopping value dan sales promotion berpengaruh terhadap emosi positif. Selain itu, emosi positif memediasi hubungan antara variabel hedonic shopping value dan sales promotion dan impulse buying.

Kata kunci : Emosi Positif, Hedonic shopping value, Impulse buying, Sales promotion.

Impulse buying occurs when consumers experience a sudden urge, often strong and continuously to buy something as soon as possible Impulse buying can be influenced by internal and external factors such as hedonic shopping value and sales promotion This study aims to discuss the effect of hedonic shopping value and sales promotion on impulse buying with positive emotions as a mediating variable Study on Tokopedia Users. This is a quantitative study that used judgmental sampling techniques on 210 respondents. The questionnaires were distributed online, and responses were measured using the Likert scale. The statistical analysis used was path analysis using the AMOS application. The results showed that hedonic shopping value, sales promotion, and positive emotions affect impulse buying. Furthermore, hedonic shopping value and sales promotion affect positive emotions. In addition, positive emotions mediate the relationship between hedonic shopping value, sales promotion, and impulse buying.

Keywords :  Hedonic shopping value, Impulse buying, Positive emotion, Sales promotion.