PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES PROMOTION TERHADAP IMPULSE BUYING MELALUI POSITIVE EMOTION

Abstract

The purpose of this study was to determine the direct effect of hedonic shopping motivation and sales promotion on positive emotions, to determine the direct effect of hedonic shopping motivation, sales promotion and positive emotions on impulsive buying, and to determine the indirect effect of hedonic shopping motivation and sales promotion on impulsive buying. through positive emotions. This study used the path method and collected data using a questionnaire which was distributed online via the Google form. The number of samples in this study is 170 with a non-probability sampling technique using a purposive sampling procedure. The results of this study indicate that hedonic shopping motivation and sales promotion have an influence on positive emotions. Hedonic shopping motivation and positive emotions influence impulse purchases. While sales promotion has no effect on impulse buying. Hedonic shopping motivation and sales promotion have an influence on impulsive purchases through positive emotions, this means proving that positive emotions function as a mediating variable.