THE INFLUENCE OF POSITIVE EMOTION AND SALES PROMOTION ON IMPULSE BUYING IN SHOPEE CONSUMERS IN PONDOK GEDE DISTRICT
Main Article Content
Moh Wahib*
The rise of e-commerce in Indonesia has transformed consumer behavior, leading to a growing preference for online shopping. Shopee, a unique e-commerce platform, is experiencing rapid growth in the country, sparking an increase in impulse buying. Factors such as positive emotions and sales promotions are believed to drive impulse purchases. This study employs quantitative research methods to explore these phenomena. By surveying 100 respondents, it was found that positive emotions do not impact impulse buying among Shopee users in Pondok Gede District. However, sales promotions have a significant influence on impulse buying in the same area. When combined, positive emotions and sales promotions have a notable effect on impulse buying behavior among Shopee users in Pondok Gede District. The findings of this study suggest that while positive emotions may not directly lead to impulse buying on Shopee, the presence of sales promotions can significantly influence consumer behavior. This highlights the importance of marketing strategies that leverage both emotional appeal and promotional offers to drive impulse purchases among online shoppers in Indonesia. Furthermore, the rapid growth of e-commerce platforms like Shopee in Indonesia indicates a shift towards a more convenient and accessible shopping experience for consumers. As more Indonesians embrace online shopping, businesses will need to adapt their marketing tactics to cater to the changing preferences of their target audience.
AM, Morissan. (2010). Integrated marketing communications advertising. Jakarta: Kencana Publisher.
Kotler, P., & Keller, K. L. (2008). Marketing strategy. In London: London Business Forum.
Peter, J. P., & Olson, J. C. (1990). Consumer behavior and marketing strategy.
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305–313.
Solomon, M. R., & Stuart, E. W. (2000). Marketing: real people, real choices. prentice hall Upper Saddle River, NJ.
Sopiyan, P., & Kusumadewi, N. (2020). Pengaruh Shopping lifestyle dan positive emotion terhadap impulse buying. Coopetition: Jurnal Ilmiah Manajemen, 11(3), 207-216.
Sugiyono, S. (2017). Quantitative, Qualitative and R & D Research Methods. Bandung: Alfabeta CV.
Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320–327.
Wahyuni, R. S., & Setyawati, H. A. (2020). Pengaruh Sales Promotion, Hedonic Shopping Motivation dan Shopping Lifestyle Terhadap Impulse Buying Pada E-Commerce Shopee. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 2(2), 144-154.
Watson, D., Clark, L. A., & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: the PANAS scales. Journal of Personality and Social Psychology, 54(6), 1063.
Yanti, D., & Japarianto, E. (2014). Analysis of Hedonic Shopping Tendency and Visual Merchandising Effect on Implanting Buying with Positive Emotion as Intervening Variables in the Sunroom Department Store Department of Tunjungan Plaza Surabaya. Journal of Marketing Management, 2(2), 2–4.
