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All Journal Jurnal Ilmiah Manajemen Kesatuan Mamangan Social Science Journal
Soekiman, JFX. Susanto
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Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Influencing Factors of Impulsive Buying through Positive Emotion and Hedonic Consumption in E-Commerce Bilgies, Ana FIitriyatul; Armanu; Soekiman, JFX. Susanto; Sukesi; Assagaf, Aminullah
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4265

Abstract

The rapid growth of digital technology and e-commerce has transformed consumer shopping behavior, shifting purchases from traditional stores to online platforms driven by convenience, promotions, and innovative payment systems. This transformation has also intensified impulsive buying tendencies, particularly with the rise of features such as PayLater that enhance financial flexibility while stimulating spontaneous consumption. This study aims to analyze the factors influencing impulse buying among Shopee users in East Java through positive emotion and hedonic consumption. The examined variables include sales promotion, paylater facility, shopping lifestyle, and price. A quantitative method was applied by distributing questionnaires to 140 respondents. Data were analyzed using path analysis to test relationships among variables. The findings indicate that sales promotion, paylater facility, shopping lifestyle, and price significantly affect both positive emotion and hedonic consumption. Furthermore, positive emotion and hedonic consumption play a crucial role in enhancing consumers’ impulse buying behavior. Among all variables, shopping lifestyle and price show the strongest influence. These results emphasize the importance of promotional strategies, innovative payment facilities, and enjoyable shopping experiences in encouraging impulsive purchases. This research contributes theoretically to consumer behavior studies and provides practical implications for e-commerce practitioners in designing more effective digital marketing strategies.
Determinants of Emotional and Hedonic Factors in Unplanned Buying Behavior among Shopee Consumers in East Java Bilgies, Ana Fitriyatul; Sukesi, Sukesi; Assagaf, Aminullah; Soekiman, JFX. Susanto; Armanu, Armanu
Jurnal Mamangan Vol 14, No 2 (2025): Special Issue
Publisher : LPPM Universitas PGRI Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22202/mamangan.v14i2.10092

Abstract

This study aims to examine the influence of Sales Promotion, Paylater Facility, Shopping Lifestyle, and Price on Positive Emotion, Hedonic Consumption, and Impulse Buying among Shopee app consumers in East Java. The phenomenon of increasing impulsive buying behavior in e-commerce is an important issue in understanding modern digital consumer behavior. This study uses a quantitative approach with the Partial Least Square–Structural Equation Modeling (PLS-SEM) method to analyze the relationship between variables based on data collected from 140 active Shopee user respondents in East Java. The results of the study indicate that sales promotions, paylater facilities, shopping lifestyle, and price significantly influence consumers' positive emotions. Furthermore, these four variables were also shown to significantly influence hedonic consumption and impulse buying. Furthermore, positive emotions and hedonic consumption were shown to be important determinants in increasing impulse buying among Shopee consumers. This means that attractive sales promotions, easy paylater facilities, a high-quality shopping lifestyle, and appropriate price perceptions simultaneously encourage positive emotions, hedonic consumption behavior, and impulsive buying decisions. The implications of this research suggest that e-commerce players need to continue developing emotion-based digital marketing strategies. Shopee and similar platforms are advised to focus innovation on personalized promotions, increased transaction convenience, and enjoyable shopping experiences to boost consumer loyalty and impulse buying behavior.
Co-Authors Aminullah Assagaf Ana Fitriyatul Bilgies, Ana Fitriyatul Armanu Armanu, Armanu Bilgies, Ana FIitriyatul Sukesi .