THE EFFECT OF PRICE DISCOUNT AND HEDONIC SHOPPING MOTIVATION ON IMPULSE BUYING MEDIATED BY POSITIVE EMOTION

Elsa Laura Rizky Barona, Muhammad Arif, Jufrizen Jufrizen

Abstract


This paper aims to determine the effect of price discount (x1), and hedonic shopping motivation (x2), on impulse buying (y) with positive emotion (z) as a mediating variable at UNIQLO in Medan City. This study used a quantitative approach by collecting data through questionnaires. The data analysis technique in this study uses a PLS-based SEM approach with SmartPLS 4.0. The population and sample of this study are all UNIQLO consumers in Medan City, totaling 96 people. The results of this study indicate that price discounts positively and significantly affect positive emotion, hedonic shopping motivation positively and significantly influences positive emotion, price discounts do not have a significant effect on impulse buying, hedonic shopping motivation positively and significantly influences impulse buying, positive emotion with a positive and significant influence on impulse buying, price discounts do not have a significant effect on impulse buying through positive emotion, and hedonic shopping motivation positively and significantly influences impulse buying through positive emotion.

Full Text:

PDF

References


Alexander, R., Aragon, OR, Bookwala, J., Cherbuin, N., Alexander, R., Arag, OR, Gatt, J.M., Kahrilas, IJ, Niklas, K., Lawrence, A., Lowe, L. , Morrison, R.G., Mueller, S.C., Nusslock, R., Papadelis, C., Polnaszek, K.L., Richter, S.H., Silton, R.L., & Styliadis, C. (2021). The Neuroscience of Positive Emotion and Affect: Implications for Cultivating Happiness and Wellbeing. Elsevier , 121 , 220–249. https://doi.org/10.1016/j.neubiorev.2020.12.002

Andriany, D., & Arda, M. (2021). The Effect Of Discount Prices Toward Impulse Buying Halal Food On Go Food Consumers In Medan. Journal Proceedings of the International Seminar of Islamic Studies , 2 (1), 54–61.

Aprilia, RS, Indrawati, & Rachmawati, I. (2023). The Effect of Hedonic Shopping Motivation and Sales Promotion on Impulse Buying Through Positive Emotion as Intervening Variables on The Marketplace Shopee. Sustainable Future: Trends, Strategies and Development , 26–28. https://doi.org/10.1201/9781003335832-7

Apriliani, R. (2017). The Influence of Price Discount, Positive Emotion, and In-Store Stimuli on Impulse Buying. Journal of Management Science and Research , 6 (6).

Baskara, IA (2018). The Effect of Discounts on Impulse Buying (Study of Visitors to Matahari Department Store Johar Plaza Jember) . 21 (1), 87–95.

Bessouh, N., & Belkhir, D. O. (2018). The Effect of Mood on Impulse Buying Behavior - Case of Algerian Buyers. Austin Journal of Business Administration and Management , 2 (1), 1–6.

Choirul, A., & Artanti, Y. (2019). Millennia's Impulsive Buying Behavior: Does Positive Emotion Mediate? Journal of Economics, Business and Accountancy Ventures , 22 (2), 223–236. https://doi.org/10.14414/jebav.v22i2.1738

Directory, B. (2022). Apparel 50 2021 Ranking . Brand Finance Brand Directory.

Indonesia, C. (2021). Uniqlo beats Zara, market capitalization reaches US$103 billion . CNN Indonesia.

Ittaqullah, N., Madjid, R., & Suleman, NR (2020). The Effects Of Mobile Marketing, Discounts, And Lifestyle On Consumers' Impulse Buying Behavior In Online Marketplace. International Journal Of Scientific & Technological Research , 9 (03), 1569–1577.

Jauhari, M. (2017). The Influence of Promotions, Discounts, Brands, Store Atmosphere, and Shopping Emotion on Impulse Buying Among Students at the Faculty of Economics, PGRI University, Yogyakarta .

Kusniawati, I. (2022). Analysis of the Influence of Hedonic Motive and Visual Merchandising on Impulse Buying through Positive Emotion as an Intervening Variable in Pull & Bear Consumers (Case Study of Bachelorwiyata Tamansiswa University Students). Dewantara Ecobis Journal , 5 (1), 20–28.

Larasati, KLD, & Yasa, NNK (2021). The Role of Positive Emotion In Mediating The Effect of Price Discount on Impulse Buying Indomaret Customers in Denpasar City, Indonesia. European Journal of Management and Marketing Studies , 6 (2), 81–95. https://doi.org/10.46827/ejmms.v6i2.1009

Mentari, & Pamikatsih, TR (2022). The Influence of Price Discount and Hedonic Shopping Motivation on Impulse Buying: Positive Emotion as a Mediating Variable. Edunomics , 06 (02).

Mujaya, MM (2022). The Impact Of Price Discount And Brand Image On Impulse Buying: An Analysis Of Positive Emotion As A Mediator .

Noor, Z. Z. (2020). the Effect of Price Discounts and in-Store Displays on Impulse Buying. Sociohumanities , 22 (2), 133–139. https://doi.org/10.24198/sociohumaniora.v22i2.26720

Salsafira, N., & Trianasari, N. (2022). The Effect of Price Discount on Impulse Buying Behavior (Study on E-Commerce Sociolla). Budapest International Research and Critics Institute Journal , 5 (2), 14012–14026. https://doi.org/DOI: https://doi.org/10.33258/birci.v5i2.5265

Saputri, DL, & Yuniati, T. (2017). The Influence of Hedonic Lifestyle, Fashion Involvement and Visual Merchandising on Impulsive Buying. Journal of Management Science and Research , 53 (9), 1–19.

Saputro, IB (2019). The Influence of Price Discounts and Store Atmosphere on Impulse Buying with Positive Emotion as a Mediating Variable in Minimarket Retail Consumers in Yogyakarta City. Journal of Management Science , 16 (1), 35–47.

Setiawan, IK, & Ardani, IGKS (2022). The Role of Positive Emotions to Increase the Effect of Store Atmosphere and Discount on Impulse Buying. European Journal of Business and Management Research , 7 (1), 219–223.

Setyningrum, FY, Arifin, Z., & Yulianto, E. (2016). The Influence of Hedonic Motives on Shopping Lifestyle and Impulse Buying (Survey of Superindo Supermarket Consumers Who Do Impulse Buying). Journal of Business Administration , 37 (1), 97–104.

Shahjehan, A., Qureshi, J. A., Zeb, F., & Saifullah, K. (2012). The effect of personality on impulsive and compulsive buying behaviors. African Journal of Business Management , 6 (6), 2187–2194. https://doi.org/10.5897/ajbm11.2275

Shi, Y., & Joo, J. (2023). Effect of Space Order on Impulse Buying: Moderated by Self-Construal. Behavioral Science . https://doi.org/https://doi.org/10.3390/bs13080638

Sudarsono, J.G. (2017). The Influence of Visual Merchandising on Impulse Buying Through Positive Emotion at Zara Surabaya. Journal of Marketing Management , 11 (1), 16–25. https://doi.org/10.9744/pemarketan.11.1.16-25

Widagdo, B., & Roz, K. (2021). Hedonic Shopping Motivation and Impulse Buying: The Effect of Website Quality on Customer Satisfaction. Journal of Asian Finance, Economics and Business , 8 (1), 395–405. https://doi.org/10.13106/jafeb.2021.vol8.no1.395

Yusda, DD (2022). The Influence of Consumer Hedonic Shopping Motives on Popshop Shop Impulse Buying. Journal of Media Economics (JURMEK) , 27 (3).


Refbacks

  • There are currently no refbacks.