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All Journal Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN)
Abdulhadi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect of Hedonic Shopping Value on Impulse Buying with Positive Emotion as an Intervening Variable on Tokopedia Consumers Abdulhadi
Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) Vol. 5 No. 04 (2025): Vol. 5 No. 04 (2025): Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien)
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/jasmien.v5i04.1380

Abstract

In the current digital era, online shopping has become an increasingly popular phenomenon, dominating people's consumption patterns. One of the leading e-commerce platforms in Indonesia is Tokopedia, offering a wide range of products and services to its consumers and providing a comfortable and easy shopping experience. This research utilizes a quantitative approach, as the researcher suspects a direct effect of Hedonic Shopping Value on Impulse Buying. Positive Emotion acts as a mediating variable between Hedonic Shopping Value and Impulse Buying. The estimated parameter value of the regression weight coefficient is 0.237, and the CR value is 2.409, indicating a relationship between Hedonic Shopping Value and Impulse Buying. This suggests that the stronger the influence of Hedonic Shopping Value, the more Positive Emotion will increase. The significance test shows a probability value of 0.016 (p < 0.05), indicating that "Hedonic Shopping Value (X)" has a positive and significant effect on Impulse Buying (Y). Based on the Sobel test analysis, the t-value is 2.1967, which is greater than 1.96 with a significance level of 0.016 < 0.05 (5%), thus proving that Positive Emotion serves as a mediating variable in the influence of Hedonic Shopping Value on Impulse Buying.
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