PERAN POSITIVE EMOTION SEBAGAI MEDIATOR HEDONIC SHOPPING DAN FLASH SALE TERHADAPIMPULSIVE BUYING DI MARKETPLACE SHOPEE
Keywords:
impulsive buying, positive emotion, hedonic shopping, flash saleAbstract
Penelitian ini bertujuan untuk menganalisis peran positive emotion sebagai variable mediasi
dalam hubungan antara hedonic shopping dan flash sale terhadap impulsive buying pada
kosumen marketplace shopee di Kota Padang. Latar belakang penelitian ini didasari oleh
semakin meningkatnya perilaku pembelian tidak terencana (impulsive buying) di era digital,
khususnya melalui aplikasi e- commerce seperti shopee. Penelitian ini menggunakan metode
kuantitatif dengan pendekatan survei terhadap 110 responden konsumen marketplace shopee
di Kota Padang yang pernah melakukan pembelian secara impulsif. Teknik pengambilan
sampel yang digunakan oleh peneliti adalah purposive sampling. Variabel yang diteliti dalam
penelitian ini meliputi impulsive buying, positive emotion, hedonic shopping, flash sale.
Analisis data dilakukan dengan dua aplikasi yaitu Statistical Package For The Social Science
(SPSS) dan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa hedonic shopping
dan flash sale berpengaruh positif terhadap impulsive buying, hedonic shopping dan flash sale
berpengaruh positif terhadap positive emotion, positive emotion berpengaruh positif terhadap
impulsive buying, dan positive emotion terbukti memediasi hubungan antara hedonic shopping
dan flash sale terhadap impulsive buying. Temuan dalam penelitian ini memberikan implikasi
bagi pelaku bisnis online untuk memperhatikan aspek emosional konsumen dalam strategi
promosi dan pengalaman berbelanja.
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