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All Journal At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam Journal of Enterprise and Development (JED)
Ratuliu, Tara
Unknown Affiliation
Economics, Econometrics & Finance

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Do Emotions Matter? Positive Emotions as a Mediator Between Gamification, Discounts, and Impulse Buying Among Gen Z Ratuliu, Tara; Hayu, Rina Suthia
Journal of Enterprise and Development (JED) Vol. 7 No. 2 (2025)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v7i2.13182

Abstract

Purpose: This study examines the influence of gamification and price discounts on impulse purchases among Generation Z, with positive emotions as a mediating variable.Method: A quantitative approach was employed, using primary data collected through an online questionnaire distributed via social media. The sample consists of 258 Gen Z Shopee users across Indonesia. Data were analyzed using SEM-PLS with SmartPLS version 4.0.Result: Gamification significantly influences both positive emotions and impulse buying behavior. Price discounts significantly affect positive emotions but not impulse buying directly. Positive emotions have a significant impact on impulse buying and mediate the relationship between price discounts and impulse purchases. However, they do not mediate the effect of gamification on impulse buying.Practical Implications for Economic Growth and Development: The study highlights how gamification and discount strategies that evoke positive emotions can increase impulse purchases among Gen Z in e-commerce. This can enhance transaction volumes and contribute to digital economic growth. The findings offer practical insights for e-commerce businesses seeking to influence consumer behavior.Originality/Value: This study contributes original insights by identifying positive emotions as a key mediator in the relationship between gamification, discounts, and impulse buying in Gen Z. It uncovers how gamified elements—such as challenges and rewards—stimulate emotional responses that lead to impulsive purchasing, enriching the digital marketing literature within emotion-driven e-commerce contexts.
The Influence Of Sales Promotion, Brand Image, And Store Atmosphere On Impulsive Buying Of Mixue Ice Cream And Tea Siregar, Ihsan Mulia; Ratuliu, Tara
At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam Vol 10, No 1 (2024): JUNI 2024
Publisher : Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24952/tijaroh.v10i1.13652

Abstract

This study aims to determine and analyze the effect of sales promotion, brand image, and store atmosphere on impulsive buying of Mixue ice cream and tea consumers in Bengkulu City. This research uses a quantitative approach with the help of Eviews 10 software for data analysis. The results of the statistical testing show that sales promotion has a positive and significant effect on impulsive buying of Mixue ice cream and Tea Bengkulu City. Brand image positively and significantly affects impulsive Mixue ice cream and Tea Bengkulu City buying. Store Atmosphere also positively and significantly influences impulsive buying of Mixue ice cream and Tea Bengkulu City. Then, simultaneously, sales promotion, brand image, and store atmosphere positively and significantly affect the impulsive buying of Mixue ice cream and Tea Bengkulu City. The results of this study are expected to be beneficial for related parties, especially Mixue ice cream and Tea companies, to continue to improve and maintain the factors that influence impulsive buying of Mixue ice cream and Tea consumers in Bengkulu City.
Co-Authors Rina Suthia Hayu Siregar, Ihsan Mulia