Pengaruh Hedonic Shopping Motivation Dan Sales Promotion Terhadap Impulsive Buying Melalui Positive Emotion Di E-Commerce Shopee Di Kota Malang
DOI:
https://doi.org/10.37385/msej.v7i4.10921Keywords:
hedonic shopping motivation, sales promotion, positive emotion, impulsive buying, e-commerce, Shopee, PLS-SEMAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh hedonic shopping motivation dan sales promotion terhadap impulsive buying dengan positive emotion sebagai variabel mediasi pada pengguna e-commerce Shopee di Kota Malang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner kepada 160 pengguna aktif dan dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa hedonic shopping motivation dan sales promotion berpengaruh positif dan signifikan terhadap positive emotion. Selanjutnya, positive emotion berpengaruh positif dan signifikan terhadap impulsive buying. Secara langsung, hedonic shopping motivation (b = 0,754) dan sales promotion (b = 0,140) juga berpengaruh signifikan terhadap impulsive buying. Selain itu, positive emotion terbukti memediasi secara signifikan hubungan antara kedua variabel tersebut dengan impulsive buying (b = 0,103 dan b = 0,070). Nilai R² sebesar 0,739 menunjukkan model memiliki kemampuan penjelasan yang kuat. Penelitian ini menyimpulkan bahwa peningkatan pengalaman belanja yang bersifat hedonis dan strategi promosi yang efektif dapat mendorong emosi positif konsumen serta meningkatkan perilaku pembelian impulsif.
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