Pengaruh Hedonic Shopping Motivation dan Fashion Involvement terhadap Impulse Buying dengan Positive Emotion sebagai Variabel Mediasi pada Event Tanggal Kembar di Shopee
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Abstract
The proliferation of e-commerce businesses in Indonesia has made most people, especially the millennial generation, spend their money shopping online. Various sales promotions are offered to make consumers consumptive by shopping excessively not by what they need. To understand this phenomenon, this study aims to investigate the effect of hedonic shopping motivation and fashion involvement on impulse buying with positive emotion as a mediating variable in the twin date event at Shopee. The convenience sampling technique was used in this study to collect data by distributing questionnaires, where the results of the questionnaire obtained 120 respondents who met the criteria. The PLS (Partial Least Square) method of structural equation modeling was used to analyze the collected data and test hypotheses. The results of this study indicate that hedonic shopping motivation, fashion involvement, and positive emotion can significantly affect impulse buying, and positive emotion can significantly mediate the relationship between hedonic shopping motivation and fashion involvement in impulse buying.
Menjamurnya bisnis e-commerce yang ada di Indonesia membuat sebagian besar masyarakat khususnya generasi milenial menghabiskan uang mereka untuk berbelanja online. Berbagai promosi penjualan yang ditawarkan menjadikan konsumen menjadi konsumtif dengan berbelanja berlebihan tidak sesuai dengan kebutuhan. Untuk memahami fenomena ini, penelitian ini bertujuan untuk menyelidiki pengaruh hedonic shopping motivation dan fashion involvement terhadap impulse buying dengan positive emotion sebagai variabel mediasi pada event tanggal kembar di Shopee. Teknik convenience sampling digunakan pada penelitian untuk mengumpulkan data dengan mendistribusikan kuesioner, dimana hasil dari kuesioner diperoleh 120 responden yang memenuhi kriteria. Metode PLS (Partial Least Square) dari pemodelan persamaan struktural digunakan untuk menganalisis data yang dikumpulkan dan menguji hipotesis. Hasil penelitian ini menunjukkan bahwa hedonic shopping motivation, fashion involvement, dan positive emotion secara signifikan dapat memengaruhi impulse buying, dan positive emotion secara signifikan dapat memediasi hubungan antara hedonic shopping motivation dan fashion involvement terhadap impulse buying.
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