Influence of Sales Promotion, Hedonic Shopping Motivation and Fashion Involvement Toward Impulse Buying through a Positive Emotion.

Wahyono Wahyono,Kiki Andani

doi:10.15294/maj.v7i4.24105

Abstract

This study aims to determine the direct indirect influence of sales promotion, hedonic shopping motivation, fashion involvement and positive emotion as an intervening variable on impulse buying. The population of this research is customer of House of Smith Semarang. The number of samples is 100 respondents with incidental sampling technique through likert scale questionnaire. Data analysis using descriptive percentage and path analysis. The results show that sales promotion, hedonic shopping motivation, fashion involvement service affect impulse buying and positive emotion influence impulse buying and mediate the influence of sales promotion, hedonic shopping motivation, fashion involvement.

Highlights

Along with the development of an increasingly modern era, shopping is an activity that is often done by the community both old and young to support the appearance or as a self-identity and associated with fashion (Sari & Asad, 2018)
According to Li et al, (2004) hedonic motivation can influence consumers to be impulse buyers who are vulnerable to the influence of marketing communications. This is supported by research conducted by by Joo Park et al (2006) which found that hedonic shopping motivation has a positive relationship to impulse buying
According to Cho et al (2014) found that the promotion of positive influence on people’s emotions and encourage them to visit the area of the store that triggers the urge consumers to make impulse buying. This is in accordance with the opinion Kwan (2016) found that the existence of sales promotion creates a favorable perception for consumers this shows that the sale promotion affects positive emotions that excite consumers to buy the product immediately

Summary

INTRODUCTION

Along with the development of an increasingly modern era, shopping is an activity that is often done by the community both old and young to support the appearance or as a self-identity and associated with fashion (Sari & Asad, 2018). In addition to sales promotion, hedonic shopping motivation, and fashion involvement, positive emotions are able affecting impulse buying. Based on the difference of field phenomenon and the difference of research result, the purpose of this research is to know influence, directly and indirectly, sales promotion, hedonic shopping motivation and fashion involvement to impulse buying through positive emotion as an intervening variable. According to Li et al, (2004) hedonic motivation can influence consumers to be impulse buyers who are vulnerable to the influence of marketing communications This is supported by research conducted by by Joo Park et al (2006) which found that hedonic shopping motivation has a positive relationship to impulse buying. This is in accordance with the opinion Kwan (2016) found that the existence of sales promotion creates a favorable perception for consumers this shows that the sale promotion affects positive emotions that excite consumers to buy the product immediately

METHOD

AND DISCUSSION

Motivation

Fashion Involvement

Findings

CONCLUSION AND RECOMMENDATION