Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK)
Susmayanti, Ratna Lidia
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
THE ROLE OF POSITIVE EMOTIONS IN MEDIATING THE EFFECT OF FLASH SALES AND HEDONIC SHOPPING ON ONLINE IMPULSE BUYING Susmayanti, Ratna Lidia; Alrasyid, Harun; Sudaryanti, Dwiyani
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol. 14 No. 3 (2025): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK): Article in Progress
Publisher : Fakultas Ekonomi dan Bisnis Universitas Tanjungpura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jebik.v14i3.99439

Abstract

One of the widely used marketing tactics in e-commerce is flash sales, which offer significant discounts for a limited period. This study aims to analyze the effect of flash sale on positive emotions, the effect of hedonic shopping on positive emotions, the effect of flash sale on online impulse buying, the effect of hedonic shopping on online impulse buying, the effect of positive emotions on online impulse buying, the role of positive emotions in mediating the effect of flash sale on impulse buying, and the role of positive emotions in mediating the effect of hedonic shopping on impulse buying. The sample in this study consists of 123 respondents. Data analysis techniques were conducted using SmartPLS. The results indicate that flash sales and hedonic shopping influence positive emotions, and that both flash sales and hedonic shopping influence impulse buying. Moreover, positive emotions affect impulse buying and mediate the relationship between flash sales and impulse buying, as well as between hedonic shopping and impulse buying. JEL: D91, M31.
Co-Authors Dwiyani Sudaryanti Harun Alrasyid