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All Journal Jurnal Ilmiah Edunomika (JIE) Jurnal Ilmiah Manajemen Kesatuan
Cahyaning Raheni
Universitas Muhammadiyah Palu, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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THE INFLUENCE OF POSITIVE EMOTION ON IMPULSE BUYING WITH STORE ATMOSPHERE AS A MODERATING VARIABLE Ade Nurhayati; Cahyaning Raheni; Syarifuddin Arief; Indra Maulana; Efti Novita Sari
JURNAL ILMIAH EDUNOMIKA Vol 8, No 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.12043

Abstract

Abstract Researchers believe that Positive Emotions can significantly influence the Impulse Buying variable because the more emotional a person is, the more emotional they are because they have no financial problems, get good religious and social studies, and have a happy family who no longer think about prices when shopping. Apart from that, researchers also have a second belief, namely that the Store Atmosphere variable is able to moderate these two variables. This research is quantitative research with an exploratory approach. The data collected in this research used a questionnaire method for 300 people who had incomes above 20 million. This data is called primary data. The data used and collected were analyzed with Smart PLS 4.0. The research results showed that the Positive Emotions variable had a positive relationship and a significant influence on Impulsive Buying and the Store Atmpaoshere variable could moderate the relationship between these two variables. Keywords : Emotion Positive, Buying Impulse, Store Atmosphere
The Influence of Live Streaming and Short Video Marketing on TikTok on Purchase Intention in Generation Z Sarifuddin T; Cahyaning Raheni; Ulfa Cahyaning Kasih
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 3 (2026): JIMKES Edisi Mei 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i3.5275

Abstract

In the era of accelerated digital transformation, TikTok has emerged as a formidable platform shaping consumer behavior via interactive and visually compelling content, rendering an assessment of its marketing efficacy imperative. This study examines the impact of live streaming and short video marketing on the purchase intention of Generation Z, specifically within the cosmetics and skincare industry. Utilizing a quantitative method with an explanatory research design, empirical data were gathered from 120 Generation Z participants through an online survey administered via non-probability accidental sampling. The dataset was evaluated utilizing multiple linear regression analysis, validated by classical assumption testing encompassing normality, multicollinearity, and heteroscedasticity. The empirical results demonstrate that live streaming and short video marketing exert a positive, statistically significant effect on purchase intention, both independently and concurrently, with live streaming exhibiting the predominant influence. A coefficient of determination of 0.809 indicates that these independent variables account for 80.9% of the total variance in consumer purchase intention. Consequently, this study suggests that enterprises must strategically leverage interactive digital media to bolster engagement and stimulate purchase decisions, concluding that integrated social media approaches are vital for successfully capturing the contemporary Generation Z demographic
Co-Authors Ade Nurhayati Kusumadewi Indra Maulana Sari, Efti Novita Sarifuddin T Syarifuddin Arief Ulfa Cahyaning Kasih