THE EFFECT OF HEDONIC SHOPPING MOTIVATION AND SALES PROMOTION ON IMPULSE BUYING THROUGH POSITIVE EMOTION AS INTERVENING VARIABLES ON THE MARKETPLACE SHOPEE
Ria Santi Aprilia (1), Indrawati (2), Indira Rachmawati (3)

Faculty of Economic and Bussines, Telkom University, Bandung, Indonesia

Abstract

Shopee is the brand use most often and top of mind e-commerce by consumers with the highest consumer penetration and the highest transaction value in Indonesia 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 sampling technique used was non-probability sampling with purposive sampling to 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 have an indirect effect on Impulse Buying and Sales Promotions have an indirect effect on Impulse Buying.

Keywords: Hedonic Shopping Motivation, Sales Promotion, Positive Emotions, Impulse Buying, Shopee

Topic: Digital Marketing