Abstract
The purpose of this study is to explain the effect of product knowledge on positive emotion, to explain the effect of product knowledge and positive emotion on impulse buying, and to explain the role of positive emotion in mediating product knowledge of impulse buying. The population in this study are consumers of fashion products in Bali. The technique of determining the sample used is purposive sampling method, namely the sample is determined by consideration, namely respondents with Indonesian citizens who are domiciled in Denpasar City and Badung who have been shopping for Zara products. The number of samples used in this study were 130 respondents. The data analysis technique used in this research is Path Analysis. The results showed that product knowledge had a positive and significant effect on positive emotion, product knowledge and positive emotion that had a positive and significant effect on impulse buying, as well as positive emotion and significantly mediated the effect of product knowledge on consumer impulse buying on Zara products.
 Keywords: product knowledge, positive emotion, impulse buying
Highlights
The purpose of this study is to explain the effect of product knowledge on positive emotion, to explain the effect of product knowledge and positive emotion on impulse buying, and to explain the role of positive emotion in mediating product knowledge of impulse buying
The results showed that product knowledge had a positive and significant effect on positive emotion, product knowledge and positive emotion that had a positive and significant effect on impulse buying, as well as positive emotion and significantly mediated the effect of product knowledge on consumer impulse buying on Zara products
Positive emotion secara positif dan signifikan memediasi pengaruh product knowledge terhadap impulse buying konsumen pada produk Zara, yaitu Konsumen yang sudah memiliki pengetahuan produk yang baik mengenai Zara collection, tentu akan mengetahui kualitas produk tersebut sehingga akan dapat mendorong timbulnya perasaan positif konsumen, dan pada akhirnya akan mampu meningkatkan perilaku pembelian tidak terencana konsumen pada produk Zara
Summary
Pernah merencanakan apa merencanakan apa merencanakan apa merencanakan apa yang ingin saya beli yang ingin saya beli yang ingin saya beli yang ingin saya beli tetapi selalu membeli tapi terkadang dan tak pernah sebelum berbelanja item tambahan membeli item membeli item tambahan tambahan. Penelitian yang dilakukan oleh (Suwandi & Soelasih, 2014) menemukan hasil bahwa product knowledge tidak berpengaruh signifikan terhadap impulse buying, dimana hal tersebut menunjukkan bahwa pengetahuan produk belum tentu menyebabkan terjadinya pembelian secara tiba-tiba. Berdasarkan fenomena perkembangan bisnis fashion dan banyaknya perilaku impulse buying pada konsumen di Indonesia, maka penelitian ini berupaya untuk menjelaskan secara lebih dalam perihal tentang positive emotion memediasi product knowledge terhadap impulse buying. Hal tersebut juga didukung oleh penelitian yang dilakukan oleh (Suwandi & Soelasih, 2014) yang menyatakan bahwa adanya pengaruh yang signifikan antara pengetahuan konsumen terhadap emosi positif. H4: Positive emotion memediasi pengaruh product knowledge terhadap impulse buying
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