ANALISA FAKTOR-FAKTOR YANG MEMPENGANALYSIS OF FACTORS THAT INFLUENCE IMPULSIVE BUYING WITH POSITIVE EMOTION AS A MEDIATORARUHI IMPULSIVE BUYING DENGAN POSITIVE EMOTION SEBAGAI MEDIATOR
Abstrak
People's shopping habits had changed in today's business environment, many people make impulse purchases because of their interest in a brand or product that trending at that time. Due to that trends, people now see shopping as a necessity that must be fulfilled, they become more consumptive and make shopping as a lifestyle. The aim of research is to identify factors that influence impulsive buying. The population data used in this research were 230 respondents who used e-commerce in Batam City. Through quantitative research method, the data were tested for hypotheses by processing them with structural equation modeling analysis based on PLS. The results showed impulsive buying is influenced by positive emotion and price discount variables. Meanwhile, impulsive buying is not influenced by variables of fashion involvement, shopping lifestyle, hedonic shopping motivation, and sales promotion. However, positive emotion as a mediator role is able to mediate all variables on Impulsive Buying. The implications of the results can be applied to practitioners in adopting marketing strategies to evoke positive consumer emotions that lead to impulse purchases.
Referensi
Afif, M. (2020). Pengaruh Motivasi Belanja Hedonis, Gaya Hidup Berbelanja dan Promosi Penjualan terhadap Pembelian Impulsif pada Konsumen Shopee ID. JAMIN : Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 2(2), 34. doi: 10.47201/jamin.v2i2.51
Ahmad, M. B., Ali, H. F., Malik, M. S., Humayun, A. A., & Ahmad, S. (2019). Factors Affecting Impulsive Buying Behavior with Mediating role of Positive Mood: An Empirical Study. European Online Journal of Natural and Social Sciences, 8(1), 17–35. Retrieved from http://www.european-science.com
Ajizah, T. N., & Nugroho, A. T. (2023). The Role of Positive Emotion as a Mediator of Shopping Lifestyle and Hedonic Shopping Motivation towards Impulse Buyig at TikTok Shop (Case on TikTok Shop Customers). Jurnal Penelitian Ilmu Manajemen (JPIM), 8(2).
Retrieved from https://jurnalekonomi.unisla.ac.id/index.php/jpimAmaylia, N. C., Welsa, H., & Cahyani, P. D. (2022). Pengaruh Sales Promotion dan Store Atmosphere terhadap Impulse Buying dengan Positive Emotion sebagai Variabel Intervening pada Toko Jolie Accesories. Jurnal Ekobis Dewantara, 5(2), 180–188.
Amelia, R., & Huda, N. (2021). Peranan Store Atmosphere, In Store Promotion Dan Visual Merchandise Terhadap Positive Emotion Dan Impulse Buying. Jurnal Indonesia Sosial Sains, 2(11), 1987–2002. doi: 10.36418/jiss.v2i11.462
Andani, K., & Wahyono. (2018). Influence of Sales Promotion, Hedonic Shopping Motivation, and Fashion Involvement toward Impulse Buying through a Positive Emotion. Management Analysis Journal, 7(4). Retrieved from http://maj.unnes.ac.id
Andira Brabo, N., Sari, N. E., Iswati, H., & Meidiyustiani, R. (2021). The Influence of Price, Promotion and Positive Emotions on Online Impulse Buying with Hedonic Shopping Motivation as an Intervening Variable (Study: Women Fashion Product in Indonesia). Budapest International Research and Critics Institute Journal, 4(4), 11358–11368. doi: 10.33258/birci.v4i4.3199
Arfia, M. (2022). Pengaruh Fashion Involvement Terhadap Impulse Buying Melalui Positive Emotion Pada Produk Fashion Muslim di E-Commerce. Youth & Islamic Economic Journal, 03(2).
Ariyanti, L., & Setyo Iriani, S. (2022). Pengaruh Promosi Penjualan Dan Electronic Word of Mouth Terhadap Pembelian Impulsif Pada Saat Special Event Day (Studi Pada Konsumen Shopee Jawa Timur). SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(5), 491–508. doi: 10.54443/sibatik.v1i5.58
Bambang, Haji, S. A., & Damayanti, R. (2023). Pengaruh Price Discount dan Store Atmosphere terhadap Impulse Buying dengan Positive Emotion sebagai Variabel Mediasi (Studi Pada Muara Mall Kota Ternate). Jurnal Ekonomi Dan Bisnis, 25(1).
Choirul, A., & Artanti, Y. (2019). Millennials’s Impulse Buying Behaviour: Why Positive Emotion Does not Mediate? Journal of Economics, Business & Accountancy Ventura, 22(2), 223–236. doi: 10.14414/jebav.v22i2.1738
Diany, A. A., & Sangen, M. (2019). Pengaruh Sales Promotion dan Store atmosphere terhadap Positive Emotion dan Perilaku Impulse Buying di Departemen Store Matahari Duta Mall, Banjarmasin. Jurnal Wawawsan Manajemen, 7(1).
Fatmawati, I., & Dinar, L. (2021). How Store Environment and Sales Promotion Influence Positive Emotions and Unplanned Purchases. Advances in Economics, Business and Management Research, 176.
Febria, M., & Oktavio, A. (2020). Peran Positive Emotion sebagai Intervening Variabel antara Sales Promotion dan Impulsive Buying Behaviour pada Pengguna E-Wallet Pengunjung Tunjungan Plaza Surabaya. Jurnal Manajemen Pemasaran, 14(2). doi: 10.9744/pemasaran.14.2.67─76
Febriani, S. F., & Purwanto, N. (2019). Pengaruh Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying Pada Konsumen Hijab Butik Rabbani Jombang. JMD : Jurnal Riset Manajemen Dan Bisnis Dewantara, 2(2).
Ghozali, I. (2021). Partial Least Squares : Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.2.9 untuk Penelitian Empiris. Semarang: Badan Penerbit Undip.
Ghozali, I., & Latan, H. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi SmartPLS 3.0 untuk Penelitian Empiris. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. doi: 10.1016/j.jbusres.2019.11.069
Helmi, A., Komaladewi, R., Sarasi, V., & Yolanda, L. (2023). Characterizing Young Consumer Online Shopping Style: Indonesian Evidence. Sustainability (Switzerland), 15(5). doi: 10.3390/su15053988
Heridiansyah, J., Susetyarsi, T., & Marhamah. (2022). Analisis Dampak Store Environment, Price Discount, Sales Promotion, dan In-Store Display terhadap Keputusan Impulse Buying pada PT. Matahari Departement Store Kota Semarang di Era New Normal. JurnaL STIE Semarang, 14(3). doi: 10.33747
Herman. (2022, April 19). BI Proyeksikan Transaksi E-Commerce Naik 31,1% Jadi Rp 526 Triliun.
Hernita, N., Istiono, D., & Nur, L. Z. (2022). Budaya Hedonic Shopping Motivation dan Sales Promotion terhadap Impulse Buying pengguna E-Commerce Shopee. Jitian : Jurnal Ilmu Humaniora, 06(2). Doi.
https://doi.org/10.22437/titian.v6i2.21597
Hidayah, A. F., Wahyudin, A., & Muhsin. (2019). Impulse Buying of Fashion Products by Xi Grade Social Studies Public High School Students in Semarang. Journal of Economic Education, 8(2), 112–119. Retrieved from http://journal.unnes.ac.id/sju/index.php/jeec
Humairoh, & Annas, M. (2023). Increasing Consumer Purchasing Decisions with Sales Promotion and Service Quality. DIJEFA : Dinasti International Journal of Economics, Finance and Accounting, 4(2). doi: 10.38035/dijefa.v4i2
Irawan, D. O., Arifin, R., & Basalamah, M. R. (2020). Pengaruh Shopping Lifestyle, Discount, Fashion Involvement, Hedonic Shopping Motivation, Dan Promosi Penjualan Terhadap Impulse Buying (Studi Kasus Pada Mahasiswi Yang Pernah Berkunjung Ke Center Point Di Mall Olympic Garden Malang). E-Jurnal Riset Manajemen, 9(4). Retrieved from www.fe.unisma.ac.id
Jamjuri, Ramdansyah, A. D., & Nupus, H. (2022). Pengaruh Merchandising dan Price Discount Terhadap Impulse Buying Melalui Emosi Positif Sebagai Intervening. Jurnal INTECH Teknik Industri Universitas Serang Raya, 8(2), 171–181. doi: 10.30656/intech.v8i2.4837
Kinasih, I. A. D., & Jatra, I. M. (2018). Peran Emosi Positif Memediasi Pengaruh Fashion Involvement dan Hedonic Consumption Tendency terhadap Impulse Buying. E-Journal Manajemen UNUD, 7(6), 3258–3290. doi: 10.24843/EJMUNUD.2018.v7.i06.p15
Larasati, A., & Fahma Auliya, Z. (2023). The Influence of The Store Environment Characteristics toward Impulse Buying, Positive Emotional Response of Consumers as a Mediation. Journal of Economics and Business Review, 2(1), 94–102.
Listriani, & Wahyono. (2019). The Role of Positive Emotion in Increasing Impulse Buying. Management Analysis Journal, 1(2), 120–128. doi: https://doi.org/10.15294/maj.v9i3.34265
Maradita, F., & Sopiana, D. O. (2020). Pengaruh gaya hidup, diskon harga dan kualitas informasi terhadap pembelian impulsif di instagram ( studi kasus pada mahasiswa program studi manajemen universitas teknologi sumbawa). Jurnal Riset Kajian Teknologi & Lingkungan, 3(2), 209–217.
Mardhiyah, S., & Sulistyawati, L. (2021). Pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle terhadap Impulse Buying dengan Emosi Positif sebagai Variabel Intervening pada E-commerce Shopee. Jabeistik : Jurnal Analitika Bisnis, Ekonomi, Sosial Dan Politik, 1(1).
Maydiantoro, A., Jaya, M. T. B. S., Hestiningtyas, W., & Rahmawati. (2021). Pendampingan UMKM Menuju Digitalisasi Marketing Upaya Kebangkitan di Era New Normal. Jurnal Kreativitas Pengabdian Kepada Masyarakat (PKM), 4(6), 1530–1539. doi: 10.33024/jkpm.v4i6.5293
Mentari, & Pamikatsih, T. R. (2022). Pengaruh Price Discount dan Hedonic Shopping Motivation terhadap Impulse Buying : Positive Emotion sebagai Variabel Mediasi. EDUNOMIKA, 6(2).
Meutia, Z. (2021). The Influence of Shopping Lifestyle and Fashion Involvement on Impulse Buying. Enrichment: Journal of Management, 12(1), 647–652.
Padmasari, D., & Widyastuti, W. (2022). Pengaruh Fashion Involvement, Shopping Lifestyle, dan Sales Promotion, terhadap Impulse Buying pada Pengguna E-commerce. Jurnal Ilmu Manajemen, 10(1).
Praja, H. N., Sundari, S., Nugroho, W. A., & Putra, G. H. O. (2023). Survei : Implementasi Pembelajaran Pendidikan Adaptif di Sekolah Dasar Kota Cirebon. Jurnal Jordan FKIP UNTAG Cirebon , 1(1), 15.
Pranggabayu, B., & Andjarwati, A. L. (2022). Pengaruh Hedonic Shopping Motivation dan Store Atmosphere terhadap Impulsive Buying (Studi pada Pengunjung Miniso Tunjungan Plaza). SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(6), 951–966. doi: 10.54443/sibatik.v1i6.112
Pratami Putri, L. (2023). The Role of Self-Control in Mediating the Effects of Using E-Money and Financial Literacy on Student Consumptive Behavior. Proceeding Medan International Conference Economics and Business, 1.
Putro, W. R. A., Nugraha, K. S. W., Wulandari, G. A., Endhiarto, T., & Wicaksono, G. (2021). Mampukah Positive Emotion Memediasi Shopping Lifestyle dan Hedonic Shopping Value terhadap Impulse Buying Generasi Z. Prosiding Seminar Nasional Sinergi Riset Dan Inovasi, 1(1).
Rahmadina, T., Arto Pujangkoro, S., & Situmorang, S. H. (2023). The Effect of Private Label, Service Quality, Product Display and Price Discount on Impulse Buying at PT. X Mabar Hilir Branch, Medan City. International Journal of Economics, Business, Accounting, Agriculture Management and Sharia Administration, 3(3).
Rahmasari, N. R., & Utomo, B. (2023). Pengaruh Religiusitas Shopping Lifestyle, Fashion Involvement terhadap Impulse Buying dengan Emosi Positif sebagai Variabel Intervening. Persisten : Jurnal Manajemen Dan Akuntansi, 1(2).
Rahmawati, N. T. (2018). Pengaruh Hedonic Shopping Value dan Shopping Lifestyle terhadap Impulse Buying dengan Emosi Positif sebagai Variabel Mediasi. Jurnal Manajemen Bisnis Indonesia, 7(3).
Renaldi, A., & Nurlinda, R. (2023). Pengaruh Hedonic Shopping Motivation dan Sales Promotion terhadap Impulse Buying melalui Positive Emotion. Journal of Advance s in Digital Business and Entrepreneurship, 2(1).
Respasti, A. R., & Pratama, A. M. (2022, September 9). Hasil Riset: Konsumen E-commerce di Indonesia Didominasi Pemburu Diskon.
Rismawati, R., & Pertiwi, I. F. P. (2022). Pengaruh Store Atmosphere, Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening (Studi Kasus Konsumen Rabbani di Kota Salatiga). Social Science Studies, 2(3), 215–239. doi: 10.47153/sss23.3862022
Rochmansyah, E., Putri, D., Ikrom, M., & Sopiyan, W. (2023). Dampak Kecanduan Belanja Oline yang Dialami Generasi Muda terhadap Iklan Flash Sale Shopee di Televisi di Era Pasca Pandemi COVID 19. AI- Idarah : Jurnal Manajemen Dakwah, 3(1).
Salma, R., Wibawa, B. M., & Sinansari, P. (2021). Investigasi Strategi Positioning Merek : Studi Kasus Industri E-commerce di Indonesia. Jurnal Sains Dan Seni ITS, 10(1).
Saputro, I. B. (2019). Pengaruh Price Discount Dan Store Atmosphere Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Mediasi pada Konsumen Ritel Minimarket Kota Yogyakarta. Jurnal Ilmu Manajemen, 16(1), 35–47.
Sok, J., Borges, J. R., Schmidt, P., & Ajzen, I. (2021). Farmer Behaviour as Reasoned Action: A Critical Review of Research with the Theory of Planned Behaviour. Journal of Agricultural Economics, 72(2), 388–412. doi: 10.1111/1477-9552.12408
Sudyasjayanti, C., & Lie, V. (2022). Pengaruh Mediasi Positive Emotion pada Sales Promotion dan Shopping Lifestyle terhadap Impulse Buying Gen Z Pengguna Shopee di Kota Surabaya. Jurnal Manajemen Bisnis Dan Kewirausahaan, 6(5). doi: https://doi.org/10.24912/jmbk.v6i5.19265
Sulistyowati, E., Paningrum, D., & Kusumastut, A. D. (2022). Pengaruh Promosi Penjualan dan Motivasi Belanja Hedonik terhadap Impulse Buying di Era Pandemi. JURAKUNMAN : Jurnal Akuuntansi Dan Manajemen, 15(2), 210–222.
Sumampow, K. Z., Soepeno, D., & Raintung, M. Ch. (2022). Pengaruh Fashion Involvement, Sales Promotion, dan Positive Emotion terhadap Impulse Buying pada Matahari Departement Store Megamall Manado. Jurnal EMBA, 10(2), 809–819.
Susanti, D. N., & Sari, A. P. (2021). Pengaruh Hedonic Shopping Motivation terhadap Impulse Buying melalui Shopping Lifestyle dan Fashion Involvement. Jurnal Ekonomi Dan Teknik Informatika, 9(2), 62–69. doi: http://dx.doi.org/10.37601/jneti.v9i2.177
Syahputri, A. D., Harahap, I., & Harahap, M. I. (2023). Analisa Pola Perilaku Konsumsi Generasi Milenial Terhadap Produk Fashion Perspektif Monzer Khaf (Studi Kasus Mahasiswi Se-Kota Medan). Jurnal Rumpun Ekonomi Syariah, 6(2).
Telaumbanua, S. N. S., & Puspitasari, A. (2022). Pengaruh Shopping Lifestyle, Fashion Involvement dan Hedonic Shopping Motivation terhadap Perilaku Impulse Buying. Jurnal Ilmiah Poli Bisnis, 14(1), 41–50.
Tirtayasa, S., Nevianda, M., & Syahrial, H. (2020). Jurnal Internasional Ekonomi Bisnis ( IJBE ) Pengaruh Motivasi Belanja Hedonis , Gaya Hidup Berbelanja dan Keterlibatan Fashion Dengan Pembelian Impulsif Jurnal Internasional Ekonomi Bisnis ( IJBE ). IJBE International Journal Business Economic, 2(3), 18–28.
Wahid, Agit, A., & Eka Ramadhani, S. (2023). Peran Dompet Digital dalam Meningkatkan Kualitas Keuangan UMKM Menuju Era Society 5.0. JPM : Jurnal Pengabdian Masyarakat, 4(1), 26–34. doi: 10.47065/jpm.v4i1.859
Zanellia, Q. P., Cahyadi, E. R., & Ermawati, W. J. (2023). The Determinants of Unemployment Insurance Participation: An Application of Theory Of Planned Behaviour. Jurnal Aplikasi Bisnis Dan Manajemen, 9(1). doi: 10.17358/jabm.9.1.25.
##submission.copyrightStatement##
##submission.license.cc.by-nc-sa4.footer##
