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All Journal Return : Study of Management, Economic and Bussines
I Made Wardana
Universitas Udayana, Indonesia
Economics, Econometrics & Finance

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Determinants of Online Impulsive Buying Behaviour in Shopee E-Commerce (Study on Generation Z in Bali) I Gusti Ayu Amalia Aryanti; I Made Wardana; I Gst. A. Kt. Gd. Suasana; Gede Bayu Rahanatha
Return : Study of Management, Economic and Bussines Vol. 4 No. 7 (2025): Return: Study of Management, Economic and Business
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v4i7.382

Abstract

This study aims to analyze the effect of sales promotion, price discount, and hedonic motivation on online impulsive buying behavior, with positive emotion as a mediating variable, on Shopee e-commerce users from Generation Z in Bali Province. The approach used is associative quantitative with a survey method of 260 respondents selected through purposive sampling technique. Data collection was carried out using a questionnaire based on a Likert scale of 1-5, and data analysis using the Partial Least Square Structural Equation Modeling (SEM-PLS) method. The results showed that sales promotion, price discount, and hedonic motivation have a positive and significant effect on online impulsive buying behavior. In addition, these three variables also have a positive effect on positive emotion. Positive emotion is proven to have a significant influence on online impulsive buying behavior and partially mediates the relationship between sales promotion, price discount, and hedonic motivation on online impulse buying behavior. These findings support the Stimulus-Organism-Response (SOR) framework, which explains how external stimuli drive internal reactions in the form of positive emotions that ultimately trigger impulsive consumptive behavior. The implications of this study provide theoretical contributions in the development of SOR theory and practical contributions for e-commerce management, especially Shopee, in designing marketing strategies that are able to trigger positive emotions and encourage impulse purchases in the generation Z target market.
The Role of Brand Image in Mediating Celebrity Endorser Credibility and E-Wom on Repurchase Intention (Study on Avoskin Consumers in Denpasar) I Gusti Ayu Uthami Febriati; I Wayan Santika; I Made Wardana; Ni Ketut Seminari
Return : Study of Management, Economic and Bussines Vol. 4 No. 8 (2025): Return: Study of Management, Economic and Business
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v4i8.391

Abstract

The Theory of Planned Behavior (TPB) and the Stimulus-Organism-Response (SOR) model are theoretical frameworks that explain how external stimuli, such as celebrity endorser credibility and electronic word of mouth (E-WOM), are psychologically processed by individuals, ultimately leading to specific behavioral intentions. In the highly competitive skincare industry, Avoskin is ranked among the top five skincare brands but experienced a decline in sales in 2022, making the enhancement of consumers’ repurchase intentions a crucial focus for the company. This study aims to analyze the influence of celebrity endorser credibility and E-WOM on the repurchase intention of Avoskin products, with brand image as a mediating variable. The research was conducted among residents of Denpasar City who had previously purchased Avoskin products, using purposive sampling with a total of 150 respondents. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach. The results indicate that both celebrity endorser credibility and E-WOM have a positive and significant effect on repurchase intention. Additionally, both variables positively and significantly influence brand image. Brand image, in turn, has a significant effect on repurchase intention and serves as a mediating variable in the relationship between celebrity endorser credibility and E-WOM with repurchase intention. The study suggests that companies should select credible public figures who align with the brand image and encourage positive online reviews. Moreover, companies are advised to highlight product advantages such as natural active ingredients, dermatological certification, and eco-friendly packaging. Consumer experience-based loyalty strategies should also be enhanced. Future research is encouraged to include additional variables, such as brand trust or consumer satisfaction, to further enrich the conceptual model.
Co-Authors Gede Bayu Rahanatha I Gst. A. Kt. Gd. Suasana I Gusti Ayu Amalia Aryanti I Gusti Ayu Uthami Febriati I Wayan Santika Ni Ketut Seminari