THE EFFECT OF SALES PROMOTION AND HEDONIC SHOPPING VALUE ON IMPULSE BUYING WITH POSITIVE EMOTION AS A MEDIATION VARIABLE ON VINCT STUFF PRODUCTS

Joan Setianie; Patricia Lintang Ayu Cahyaningtyas; Azzahra Riastuti; Joseph Lay Amartya Wisanggeni

USD Conference Systems, The 2nd International Conference on Economics, Business, and Management Research (ICEBMR)

Joan Setianie, Patricia Lintang Ayu Cahyaningtyas, Azzahra Riastuti, Joseph Lay Amartya Wisanggeni

Last modified: 2023-11-16

Abstract

This study aims to determine: (1) the impact of sales promotion on impulsive purchases, (2) the influence of hedonic shopping value on impulsive buying, (3) the effect of sales promotion on positive emotions, (4) the relationship between hedonic shopping value and positive emotions, (5) the connection between positive emotions and impulsive purchases, (6) the role of positive emotions as a mediator between sales promotions and impulsive purchases, and (7) the mediating effect of positive emotions in the association between hedonic shopping value and impulsive buying. The non-probability sampling method employed purposive sampling, gathering responses from 116 participants through online questionnaires. Utilizing Partial Least Square (PLS) analysis via SmartPLS 3.0, the study draws several conclusions: (1) Sales promotion significantly influences impulsive purchases of Vinct Stuff products, (2) Hedonic shopping value does not directly impact impulsive buying, (3) Sales promotion positively affects emotions related to Vinct Stuff products, (4) Hedonic shopping value influences positive emotions, (5) Positive emotions play a role in impulsive purchases, (6) Sales promotions impact impulsive purchases, partially mediated by positive emotions, and (7) Hedonic shopping value affects impulsive buying, fully mediated by positive emotions in the context of Vinct Stuff products.

Keywords

Sales Promotion; Hedonic Shopping Value; Impulsive Buying; Positive Emotions