PERAN POSITIVE EMOTION SEBAGAI MEDIATOR HEDONIC SHOPPING, DAN FLASH SALE TERHADAP IMPULSIVE BUYING DI MARKETPLACE SHOPEE

Abstrak
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.
Kata Kunci: impulsive buying, positive emotion, hedonic shopping, flash sale, marketplace shopee.
Abstract
This study aims to analyze the role of positive emotions as a mediating variable in the relationship between hedonic shopping and flash sales on impulsive purchases among Shopee marketplace consumers in Padang City. The background of this study is based on the increasing unplanned purchasing behavior (impulse buying) in the digital era, especially through e-commerce applications such as Shopee. This study uses a quantitative method with a survey approach to 110 Shopee marketplace consumer respondents in Padang City who have made impulsive purchases. The sampling technique used by the researcher is purposive sampling. The variables studied in this study include impulsive purchases, positive emotions, hedonic shopping, flash sales. Data analysis was carried out using two applications, namely Statistical Package For The Social Science (SPSS) and Partial Least Square (PLS). The results show that hedonic shopping and flash sales have a positive effect on impulsive purchases, hedonic shopping and flash sales have a positive effect on positive emotions, positive emotions have a positive effect on impulsive purchases, and positive emotions are proven to mediate the relationship between hedonic shopping and flash sales on impulsive purchases. The findings in this study have an impact on online business actors to pay attention to the emotional aspects of consumers in promotional strategies and shopping experiences.
Keywords: impulsive buying, positive emotion, hedonic shopping, flash sale, marketplace shopee.