Abstract
E-commerce in Indonesia has grown rapidly, becoming essential as more people prefer online shopping. A Populix (2023) survey indicates Indonesians tend to make unplanned purchases. Impulse buying is driven by external factors like sales promotions and internal factors like hedonic shopping motivation, with positive emotions mediating this effect. This study analyzes how sales promotions and hedonic shopping motivation influence impulse buying in e-commerce, with positive emotion serving as an intervening variable. The method used in this research is quantitative with a questionnaire carried out systematically following the research objectives. The population in this study was Indonesian people who had used e-commerce for online shopping, with 120 respondents. This study uses a 5-point Likert scale and PLS-based SEM for analysis. Results indicate that (1) sales promotion and (2) hedonic shopping motivation both positively affect impulse buying; (3) sales promotion and (4) hedonic shopping motivation positively influence positive emotions; (5) positive emotions, in turn, increase impulse buying; (6) positive emotion thoroughly explains the link between sales promotion and impulse buying; (7) it partially explains the effect of hedonic motivation on impulse buying. Recommendations suggest e-commerce should consider psychological factors and consumer motivation in marketing strategies, and future research could explore factors like celebrity endorsers, shopping lifestyle, and advertising.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
