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All Journal Journal of Social Science Return : Study of Management, Economic and Bussines Innovative: Journal Of Social Science Research International Journal of Management, Accounting & Finance
Gede Bayu Rahanatha
Fakultas Ekonomi dan Bisnis Universitas Udayana
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Determinants of Online Impulsive Buying Behaviour in Shopee E-Commerce (Study on Generation Z in Bali) Aryanti, I Gusti Ayu Amalia; Wardana, I Made; Suasana, I Gst. A. Kt. Gd.; Rahanatha, Gede Bayu
Return : Study of Management, Economic and Bussines Vol. 4 No. 7 (2025): Return: Study of Management, Economic and Business
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v4i7.382

Abstract

This study aims to analyze the effect of sales promotion, price discount, and hedonic motivation on online impulsive buying behavior, with positive emotion as a mediating variable, on Shopee e-commerce users from Generation Z in Bali Province. The approach used is associative quantitative with a survey method of 260 respondents selected through purposive sampling technique. Data collection was carried out using a questionnaire based on a Likert scale of 1-5, and data analysis using the Partial Least Square Structural Equation Modeling (SEM-PLS) method. The results showed that sales promotion, price discount, and hedonic motivation have a positive and significant effect on online impulsive buying behavior. In addition, these three variables also have a positive effect on positive emotion. Positive emotion is proven to have a significant influence on online impulsive buying behavior and partially mediates the relationship between sales promotion, price discount, and hedonic motivation on online impulse buying behavior. These findings support the Stimulus-Organism-Response (SOR) framework, which explains how external stimuli drive internal reactions in the form of positive emotions that ultimately trigger impulsive consumptive behavior. The implications of this study provide theoretical contributions in the development of SOR theory and practical contributions for e-commerce management, especially Shopee, in designing marketing strategies that are able to trigger positive emotions and encourage impulse purchases in the generation Z target market.
The Role Of Fear Of Missing Out In Mediating The Influence Of Hedonic Motivation On Compulsive Buying (Study On Marketplace Users In Denpasar City) Wiguna, Komang Gd Cahya; Aksari, Ni Made Asti; Rahanatha, Gede Bayu; Nurcaya , I Nyoman
Journal Of Social Science (JoSS) Vol 4 No 8 (2025): JOSS: Journal of Social Science
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/joss.v4i8.489

Abstract

Digital transformation has changed consumer behavior patterns, including an increase in marketplace users that encourage compulsive buying behavior among generation Z. Data from the Ministry of Trade of the Republic of Indonesia in 2024 shows that the number of marketplace users will increase from 38.72 million in 2020 to 58.63 million in 2023 and is predicted to reach 99.1 million in 2029. This study aims to determine the influence of hedonic motivation on compulsive buying and test the role of fear of missing out (FoMO) as a mediating variable. The research was conducted in Denpasar City with a quantitative approach and purposive sampling method on 100 marketplace user respondents. The analysis technique used is path analysis. The results of the study showed that hedonic motivation had a positive and significant effect on compulsive buying and FoMO. FoMO also has a positive and significant effect on compulsive buying and partially mediates the relationship between hedonic motivation and compulsive buying. The conclusions of this study show that hedonic motivation and FoMO play an important role in encouraging excessive shopping behavior in the marketplace.
Pengaruh Green Product, Healthy Lifestyle, dan Brand Image Terhadap Keputusan Pembelian (Studi Pada Konsumen Produk Mie Lemonilo di Kota Denpasar) Yuniari, Luh Putri; Rahanatha, Gede Bayu
Innovative: Journal Of Social Science Research Vol. 4 No. 5 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i5.14873

Abstract

Instant noodles are a product which answers the phenomenon of practical food in society. Companies must be able to innovate of their products to become consumers choices. In terms of instant noodle products themselves, companies that produces instant noodles, including Lemonilo, should be able to consider things that are factors in consumer purchase decisions by paying attention to phenomena or trends that exist in this era. There are several factors that influence purchase decisions, namely green product, healthy lifestyle, and brand image. This study aims to determine the effect of green product, healthy lifestyle, and brand image on purchase decision. The location of this research was in Denpasar City, with a sample of 100 respondents who were Lemonilo noodle consumers. The data collection technique used was a questionnaire. The data analysis technique used is descriptive statistical analysis and inferential statistical analysis which includes classic assumption test, multiple linear regression analysis, hypothesis testing (t test), F test, and coefficient of determination test. Based on the research results, it is found that green product, healthy lifestyle, and brand image partially and simultaneously have a positive and significant effect on purchase decision. These results indicate that it is important to improve green products, pay attention to healthy lifestyles in society, and maintain brand image for companies in order to always be able to improve purchase decision.
Strategies To Drive Purchasing Decisions Through the Utilization Of Social Media Ekawati, Ni Wayan; Suparna, Gede; Rahanatha, Gede Bayu; Kusumasari, Ni Made Intan; PM, Dewa Ayu Agung Bunga Kinara
International Journal of Management, Accounting & Finance (KBIJMAF) Vol. 2 No. 2 (2025): International Journal of Management, Accounting & Finance (KBIJMAF)
Publisher : LPPM STIE Kasih Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70142/kbijmaf.v2i2.279

Abstract

Applications that arise because of technological developments have the potential to change the consumer shopping experience through emerging social media. One of them is the use of augmented reality (AR) applications. As a relatively new application, it is important to examine its implementation in the MSME sector, related to positive response variables, purchasing decisions and stickiness variables as moderators. The research objectives are to test and explain the effect of augmented relality (AR) technology on purchasing decisions and positive responses, the effect of positive responses on purchasing decisions, as well as the role of positive responses mediating the relationship between AR and purchasing decisions, the role of stickiness as moderating the relationship between AR and purchasing decisions. The research was conducted in Denpasar Bali. This study used a sample of 400 respondents. The analysis technique used is path analysis technique. The research findings show that AR has a positive and significant effect on purchasing decisions and positive responses, positive responses have a positive and significant effect on purchasing decisions, positive responses do not play a mediating role, and stickiness plays a quasi-moderating role. Furthermore, these findings can be used as considerations by producers and marketers, to be able to face competition and develop business by utilizing information and communication technology. Meanwhile, the government is expected to be an input in making policies that encourage the pace of economic growth in Bali.
Co-Authors Aryanti, I Gusti Ayu Amalia Gede Suparna I Gst. A. Kt. Gd. Suasana I Made Wardana Ni Made Asti Aksari, Ni Made Asti Ni Made Intan Kusumasari Ni Wayan Ekawati Nurcaya , I Nyoman PM, Dewa Ayu Agung Bunga Kinara Wiguna, Komang Gd Cahya Yuniari, Luh Putri