<![CDATA[In the digital age, understanding consumer behavior, such as browsing patterns and purchase decisions on e-commerce platforms like Tokopedia and Shopee, especially related to impulse electronic purchases, is crucial for marketers. Impulsive Buying refers to spontaneous, unplanned purchases influenced by promotions, consumer moods, and impulsive tendencies. Mood (positive and negative) and Impulsive Buying tendencies served as mediators in this study. Data from 224 respondents were analyzed with Smart PLS and mediation analysis to test the relationships between these variables. The results showed that impulsive buying tendencies and negative moods significantly impacted electronic impulse purchases, while self-control influenced both positive and negative moods, affecting impulsive behavior. The promotion was found to affect negative moods but had no direct effect on e-impulse purchases. These findings can help develop more effective marketing strategies by adjusting promotions, managing consumer mood, and emphasizing the importance of self-control in encouraging impulse purchases.JEL: J17, L81, M31.]]>
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