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All Journal Jurnal Dimensi Jurnal Penkomi : Kajian Pendidikan dan Ekonomi
Haryanti, Intisari sari
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Arts Humanities Economics, Econometrics & Finance Education Social Sciences

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PENGARUH DESAIN PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA UKM DINA KELURAHAN NTOBO Haryanti, Intisari sari; Ismunandar, Ismunandar; Kurniati, Eka
Jurnal PenKoMi : Kajian Pendidikan dan Ekonomi Vol 7 No 2 (2024): Jurnal Penkomi : Kajian Pendidikan dan Ekonomi
Publisher : Sekolah Tinggi Keguruan dan Ilmu Pendidikan (STKIP) Bima

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33627/pk.v7i2.2039

Abstract

The purpose of this research is to determine the decisions of Dina SME consumers in making purchases. UKM Dina is a UKM that produces quality woven fabric so that UKM Dina has great potential to develop further and be known by the wider community. The increasing interest of local people and tourists in woven fabrics is one of the reasons that encourages craftsmen at UKM Dina to create the latest designs from woven fabrics while maintaining the authenticity of the techniques and motifs. This research uses associative research using quantitative data from primary data sources, namely data obtained directly from respondents' questionnaire answers to the research object. The research instrument used in this research was a Likert scale questionnaire. The population used in this research is all SME Dina consumers in the city of Bima, the exact number of which is unknown (unknown population), the sample size is 50 people. The data collection techniques used were observation, questionnaires and literature review. The data analysis techniques used are validity test, reliability test, classic assumption test (normality test, multicollinearity test, autocorrelation test, heteroscedasticity test), multiple linear regression analysis, multiple correlation coefficient, decision test, f test, and t test. The research results show that only product design has a significant influence on purchasing decisions, while UKM Dina's brand image has no effect.
HEDONIC SHOPPING DAN FLASH DISCOUNT TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI Haryanti, Intisari Sari; Dessyarti, Robby Sandhi; Pratiwi, Aliah; Nurulrahmatiah, Nafisah; Aryani, Feni
JURNAL DIMENSI Vol 14, No 2 (2025): JURNAL DIMENSI (JULI 2025)
Publisher : Universitas Riau Kepulauan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33373/dms.v14i2.7720

Abstract

This study aims to analyze the influence of hedonic shopping and flash discount on impulse buying, with positive emotion as a mediating variable among e-commerce consumers. To achieve this objective, a quantitative approach was employed using a survey method, where data were collected through online questionnaires distributed to 200 respondents who had previously made impulse purchases during flash discount programs. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the relationships among the variables in the research model. The results show that hedonic shopping has a direct effect on impulse buying with a path coefficient of 0.198, while flash discount exhibits a stronger direct effect with a coefficient of 0.482. Both independent variables also significantly influence positive emotion, with hedonic shopping showing a coefficient of 0.399 and flash discount a higher coefficient of 0.487. Positive emotion itself has a significant positive effect on impulse buying with a coefficient of 0.319. The R² value for positive emotion is 0.667, and for impulse buying it is 0.834, indicating that the model explains 83.4% of the variance in impulse buying behavior. These findings confirm that both hedonic shopping and flash discount play important roles in driving impulse buying, either directly or through the mediation of positive emotion. The practical implication is that e-commerce companies should pay attention to consumers’ emotional experiences when designing promotional strategies and shopping experiences
Co-Authors Dessyarti, Robby Sandhi Eka Kurniati Ismunandar Nafisah Nurulrahmatiah Pratiwi, Aliah