<![CDATA[This study examined whether positive emotion mediated the effects of hedonic shopping motivation and online promotion on impulse buying among online perfume consumers of PT Essential Luxury Odoriferous. The study responded to a commercial paradox: online promotion expenditure increased by 76% from IDR 51 million in 2021 to IDR 90 million in 2025, while average sales growth remained 4%, return on advertising spend fell from 10.00 to 6.67, and profit margin declined from 20% to 13%. A quantitative associative survey involved 250 consumers selected through purposive and accidental sampling. Data were analyzed with SmartPLS 4. All seven hypothesized paths were positive and significant. Hedonic shopping motivation and online promotion affected positive emotion and impulse buying, while positive emotion also affected impulse buying. Positive emotion partially mediated both relationships, accounting for 29.0% of the total hedonic effect and 32.5% of the total promotional effect. The model explained 45.9% of positive emotion and 52.8% of impulse buying. The findings suggest that promotion effectiveness depends not only on exposure frequency but also on value, pleasure, interaction, and emotionally engaging purchase experiences.]]>
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