<![CDATA[ABSTRAKPerkembangan pengguna internet di Indonesia dalam 5 tahun terakhir ini meningkat sangat pesat terutama dalam penggunaan e-commerce sebagai sarana jual beli online. Dua situs e-commerce terbesar di Indonesia, Shopee dan Tokopedia, terus bersaing memperebutkan pangsa pengunjung situs e-commerce. Penelitian ini bertujuan untuk mengetahui pengaruh Sales Promotion terhadap Impulse Buying yang dimediasi oleh Positive Emotion pada e-commerce Shopee di Kota Bandung. Penelitian ini menggunakan metode kuantitatif dengan menggunakan uji validitas, uji reliabilitas, uji analisis regresi linier sederhana, uji linear berganda, uji hipotesis dan uji Sobel. Pengumpulan data dilakukan secara online dan peneliti mendapatkam 177 responden berdomisili di Kota Bandung. Hasil penelitian menunjukkan bahwa sales promotion berpengaruh terhadap positive emotion dan impulse buying, positif emotion berpengaruh terhadap impulse buying dan sales promotion berpengaruh terhadap impulse buying yang dimdiasi oleh positive emotion.Kata kunci : Promosi Penjualan, Emosi Positif, Pembelian Implusif.ABSTRACTThe development of internet users in Indonesia in the last 5 years has increased very rapidly, especially in the use of e-commerce as a means of buying and selling online. The two largest e-commerce sites in Indonesia, Shopee and Tokopedia, continue to compete for the share of visitors to e-commerce sites. This study aims to determine the effect of Sales Promotion on Impulse Buying which is mediated by Positive Emotion in e-commerce Shopee in Bandung City. This study uses quantitative methods using validity tests, reliability tests, simple linear regression analysis tests, multiple linear tests, hypothesis testing and Sobel tests. Data collection was carried out online and researchers found 177 respondents residing in Bandung City. The results showed that sales promotion affects positive emotion and impulse buying, positive emotion affects impulse buying and sales promotion affects impulse buying which is mediated by positive emotion.Keywords : Sales Promotion, Positive Emotion, Impluse Buying]]>
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