The effect of hedonic shopping motivation and sales promotion on impulse buying through positive emotion as intervening variables on the marketplace shopee

Abstract

Shopee is the brand used most often and on top-of-mind for e-commerce by consumers with the highest consumer penetration and the highest transaction value in Indonesia as compared to other e-commerce. This study aims to determine the effect of hedonic shopping motivation and sales promotion on impulse buying with positive emotion as an intervention in the Shopee marketplace. The research used is descriptive and based on the problems and research questions that have been formulated, a causal study approach is used. The research methodology in this study is quantitative. Non-probability sampling technique was used which involved purposive sampling with the consideration that people who make purchases at the Shopee marketplace when there is a sales promotion and people who make purchases at the Shopee marketplace during the COVID-19 pandemic resulted in a total of 269 respondents. Data analysis using Structural Equation Modeling (SEM) which is processed using SmartPLS. The results showed that Hedonic Shopping Motivation had a significant positive effect on Impulse Buying, Sales Promotion had a significant positive effect on Impulse Buying, Positive Emotions had a significant positive effect on Impulse Buying, Hedonic Shopping Motivation had a positive and significant effect on Positive Emotions, Sales Promotion had a positive and significant effect on Positive Emotions, Hedonic Shopping Motivation has an indirect effect on Impulse Buying and Sales Promotions have an indirect effect on Impulse Buying.