Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal WIDYAKALA JOURNAL
Irwansah, Indra Rizki
Unknown Affiliation
Arts Humanities Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Impact of Sales Promotion, Store Atmosphere, Hedonic Motivation, and Fashion Involvement on Impulsive Buying Behavior in Shopee Live Streaming with Positive Emotion as a Mediator Purwanto, Agnes Debora Bernice; Irwansah, Indra Rizki; Sanny, Lim
WIDYAKALA JOURNAL : JOURNAL OF PEMBANGUNAN JAYA UNIVERSITY Vol 12, No 1 (2025): Urban Lifestyle and Urban Development
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat UPJ

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36262/widyakala.v12i1.1094

Abstract

The rapid growth of online shopping in Indonesia has led platforms like Shopee to implement live streaming to enhance customer engagement and encourage impulsive purchases. This study examines the effects of sales promotion, store atmosphere, hedonic motivation, and fashion involvement on impulsive buying behavior in Shopee Live streaming, with positive emotion serving as an intervening variable. Utilizing a quantitative approach, data was collected from 200 Shopee users in Jakarta through purposive sampling. Structural Equation Modeling (SEM) was applied for data analysis to test the relationships between variables. Results indicate that sales promotion, store atmosphere, hedonic motivation, and fashion involvement significantly influence impulsive buying behavior directly and through positive emotion. The findings reveal that positive emotion plays a crucial mediating role, particularly with sales promotions, hedonic motivation, and fashion involvement, enhancing impulsive buying tendencies. These insights offer valuable implications for e-commerce platforms and marketers aiming to optimize live-streaming features to drive impulsive purchases through engaging and emotionally resonant experiences.
Co-Authors lim Sanny, lim Purwanto, Agnes Debora Bernice