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Rinny Meidiyustiani
Universitas Budi Luhur
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The Influence of Price, Promotion and Positive Emotions on Online Impulse Buying with Hedonic Shopping Motivation as an Intervening Variable (Study: Women Fashion Product in Indonesia) Brabo, Nora Andira; Sari, Nurma Elita; Iswati, Heni; Meidiyustiani, Rinny
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 4, No 4 (2021): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i4.3199

Abstract

Internet users in Indonesia have been growing rapidly and have strong impacts on several aspects of life including the use of online shopping. In Indonesia, more than half of population are exposed to digital world and thus, the growth for online shopping in also increased and projected to reach 43.9 million of online shoppers in 2022. This online shopping can also trigger the consumptive behavior that satisfy the desires of instant gratification that promote consumer’s impulse buying behavior. The purpose of this study is to investigate several factors that lead to impulse buying of online shoppers in Indonesia. We investigate the role of Price, Promotion and Positive Emotions that customer experience toward online impulse buying with Hedonic Shopping Motivation as an intervening variable. Total numbers of 200 female respondents are selected for online survey in capital city of Jakarta and surrounded area. Data were analyzed using Structural Equation Model (SEM). The results shows that Price and Positive Emotions do not affect Hedonic Shopping Motivation, while Promotion has significant effect  on Hedonic Shopping Motivation. Price and Positive Emotions have influence on Impulse Buying, while Hedonic Shopping Motivation do not have significant impact on Impulse Buying and fail to act as an intervening variable using SEM. Furthermore, Price, Promotions, Positive Emotions and Hedonic Shopping Motivation as independent variables simultaneously affect Impulse Buying. Implications and limitations are further discussed.
Co-Authors Abdul Kudus Aghnia Gita Apralia Ali Niazi , Hakam Almaas Rahmadhani Sulaiimah Andira Brabo, Nora Anggraini, Eka Ranti ANISAH Ardati, Yulia Ariansyah, Rega Arief, Rachmat Arif, Rachmat Arini Izzatamillah Arya Putra Maulana Aulia, Fara Frida Cynthia Wulandari Dendi Anggi Gumilang Desi Natalia Desi Susilowati Desi Susilowati Dewa Ayu Dita Sri Ardani Dewi Puspaningtyas Dika Yulistini Dira Julinda Swasti Dita Dwy Cahyani Dita Puspitawati Dita Puspitawati Dolly Virgian Shaka Yudha Sakti Duwi Duwi Elizabeth Elizabeth Endah Sri Wahyuni Eny Retnoningrum Eryco Muhdaliha Ferliana Anggraini Fuji Oktaviani, Retno Hakam Ali Niazi Hakam Ali Niazi Haryatih, Haryatih Hayatul Khairul Rahmat Heni Iswati Heni Iswati Heni Iswati Heni Iswati Hidayat, Ravindra Safitra Hikmawati, Isnaini Nur Imelda Imelda, I Imelda, Imelda Indah Rahayu Lestari Inggit Anggraeni Innaya Ramadhanty Iswati, Heni Ivo Rolanda Jihan Hasan Jihan Nur Armalia Julia Jaimega Kaela Atifa Armanny Karmia Delphina Kensani Laras Sekar Kristom Eko Kanika Kusumawardhany, Nidya L. Gaol, Denada L. Gaol, Denada Faraswacyen Laksmiwati , Mia Laksmiwati, Mia Malik Alfi Kurniawan Margaretha Yeniwati Maya Kusuma Dewi Mei, Linda Permatasari Loe Siu Mia Laksmiwati Mia Laksmiwati Muhamad Satrio Aditomo Muhammad Fikri Ramadhan Muhammad Iqbal Al 'Mudatsir Muhammad Ridwan Nopaludin, Nopaludin Nora Adriana Brabo Nora Andira Brabo Novi Rahmadani Nur Ageng Sebayu Nur Fitri Septiani Panca Maulana Prasetya, Rizky Eka Prawestri, Fatimah Azzahra Priyanto , Sugeng P Putri Febisianigrum Putri Suryandari Qodariah Qodariah Qodariah, Qodariah Rachmat Arief Rachmat Arief Ramadan, Rakhazia Ratih Puspaningtias Faeni Ratih Puspitaningtias Faeni Retno Fuji Oktaviani Reva Ragam Santika Riska Amelia Arief Rismawandi, Rismawandi Rosa Amelia Sabtara, Ardhina Dwi Salsa Indriyani Salsa Indriyani Salsabilla, Adinda Naya Salsabilla, Divyana Aprila Daung Sari, Nurma Elita Saskia Fadya Alifah Sayyidah, Hanna Sekar Sari Seli Marcelinda Setyani Dwi Lestari Srie Hendraliany Sugeng Priyanto Suryani Suryani Syaiful Anwar Triana Anggraeni Tuti Tuti Utami, Nurani Wahyumi Ekawanti Wati, Shinta Utama Widya Kartika Wulan Dwi Antari Wulandari, Cynthia Yuwono Yuwono