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All Journal JURISMA: Jurnal Riset Bisnis & Manajemen eCo-Buss Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ilmu Manajemen Terapan (JIMT) International Journal of Finance Research Indo-MathEdu Intellectuals Journal Golden Ratio of Marketing and Applied Psychology of Business Jurnal Ilmiah Multidisiplin (JUKIM) EKOBIS SYARIAH Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS Maneggio Indonesian Journal of Emerging Trends in Community Empowerment
Iswati, Heni
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Library & Information Science Mathematics Social Sciences Other

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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) Brabo, Nora Andira; Sari, Nurma Elita; Iswati, Heni; Meidiyustiani, Rinny
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 4, No 4 (2021): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i4.3199

Abstract

Internet users in Indonesia have been growing rapidly and have strong impacts on several aspects of life including the use of online shopping. In Indonesia, more than half of population are exposed to digital world and thus, the growth for online shopping in also increased and projected to reach 43.9 million of online shoppers in 2022. This online shopping can also trigger the consumptive behavior that satisfy the desires of instant gratification that promote consumer’s impulse buying behavior. The purpose of this study is to investigate several factors that lead to impulse buying of online shoppers in Indonesia. We investigate the role of Price, Promotion and Positive Emotions that customer experience toward online impulse buying with Hedonic Shopping Motivation as an intervening variable. Total numbers of 200 female respondents are selected for online survey in capital city of Jakarta and surrounded area. Data were analyzed using Structural Equation Model (SEM). The results shows that Price and Positive Emotions do not affect Hedonic Shopping Motivation, while Promotion has significant effect  on Hedonic Shopping Motivation. Price and Positive Emotions have influence on Impulse Buying, while Hedonic Shopping Motivation do not have significant impact on Impulse Buying and fail to act as an intervening variable using SEM. Furthermore, Price, Promotions, Positive Emotions and Hedonic Shopping Motivation as independent variables simultaneously affect Impulse Buying. Implications and limitations are further discussed.
Co-Authors ADI SAPUTRO Ali Niazi , Hakam Andira Brabo, Nora Arief, Rachmat Arisudhana, Dicky Ayu Wahyuningtyas David David Eryco Muhdaliha Firdaus, Panca Maulana Fuji Oktaviani, Retno Gian, Erick Ivan Hayatul Khairul Rahmat Heru Nugroho Indah Rahayu Lestari Koen Hendrawan Kusnawan, Agus Kuswanto, Hary Laksmiwati, Mia Lestari, Setyani Dwi Mulyani, Kartika Nora Andira Brabo Qodariah, Qodariah Rinny Meidiyustiani Safitra, Ravindra Sari, Nurma Elita Selamet Riyadi Slamet Riyadi Soekotjo, Sundari Suhad, Suhad Tristanto, Sigit Heri Yuwono Yuwono