Influencing Factors of Impulsive Buying through Positive Emotion and Hedonic Consumption in E-Commerce

Ana Fitriyatul Bilgies; Armanu; JFX. Susanto Soekiman; Sukesi; Aminullah Assagaf

doi:10.37641/jimkes.v13i6.4265

Authors

Ana Fitriyatul Bilgies Universitas Islam Darul Ulum, Indonesia
Armanu Universitas Brawijaya, Indonesia
JFX. Susanto Soekiman Universitas Dr. Soetomo, Indonesia
Sukesi Universitas Dr. Soetomo, Indonesia
Aminullah Assagaf , Universitas Dr. Soetomo, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v13i6.4265

Keywords:

E-Commerce, Hedonic Consumption, Impulse Buying, Positive Emotion, Sales Promotion

Abstract

The rapid growth of digital technology and e-commerce has transformed consumer shopping behavior, shifting purchases from traditional stores to online platforms driven by convenience, promotions, and innovative payment systems. This transformation has also intensified impulsive buying tendencies, particularly with the rise of features such as PayLater that enhance financial flexibility while stimulating spontaneous consumption. This study aims to analyze the factors influencing impulse buying among Shopee users in East Java through positive emotion and hedonic consumption. The examined variables include sales promotion, paylater facility, shopping lifestyle, and price. A quantitative method was applied by distributing questionnaires to 140 respondents. Data were analyzed using path analysis to test relationships among variables. The findings indicate that sales promotion, paylater facility, shopping lifestyle, and price significantly affect both positive emotion and hedonic consumption. Furthermore, positive emotion and hedonic consumption play a crucial role in enhancing consumers’ impulse buying behavior. Among all variables, shopping lifestyle and price show the strongest influence. These results emphasize the importance of promotional strategies, innovative payment facilities, and enjoyable shopping experiences in encouraging impulsive purchases. This research contributes theoretically to consumer behavior studies and provides practical implications for e-commerce practitioners in designing more effective digital marketing strategies.

Downloads

Download data is not yet available.

References

Abdurachman, A., Arifah, A. N., Lestari, D. F., & Ridwan, R. (2023). Pengaruh motivasi belanja hedonis terhadap pembelian impulsif di e-commerce shopee pada generasi milenial. Jurnal Ilmiah Manajemen Kesatuan, 11(1), 205–212.

Adzqia, D., & Adialita, T. (2024). Pengaruh sales promotion terhadap impulse buying melalui positive emotion pengguna e-commerce Shopee. Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi, 13(1), 76-86.

Anand, B., Chakravarty, H., Athalye, M. S. G., Varalaxmi, P., & Mishra, A. K. (2023). Understanding consumer behaviour in the digital age: a study of online shopping habits. Shodha Prabha (UGC Care J.), 48(3), 84-93.

Ardianti, P. N. H., & Suwandewi, P. A. M. (2019). Pengaruh hedonic consumption tendency dan shopping lifestyle terhadap impulse buying pada online store. E-journal Universitas Mahasaraswati Denpasar, 3(2), 1-13.

Ascasaputra, A., & Arimbi, K. P. (2022). Analisis pembelian impulsif pada marketplace pada masa pandemi covid 19. Managament Insight: Jurnal Ilmiah Manajemen, 17(2), 187–201.

Barokas, G., & Sherman, A. (2024). Does consumer’s happiness and other emotions signaling affect seller’s prices? Theory and Evidence from six field studies. Sage Open, 14(2), 12-32.

Batubara, M., Putri, M., & Hrp, M. R. A. (2024). Pengaruh penggunaan paylater terhadap perilaku impulse buying pengguna e-commerce Shopee (Studi kasus pada mahasiswa FEBI UIN Sumatera Utara). Jurnal Masharif Al-Syariah: Jurnal Ekonomi dan Perbankan Syariah, 9(1), 31-42.

Chandrashekaran, R., Grewal, D., & Roggeveen, A. L. (2016). The influence of price-promotion and bonus-pack offers on consumer evaluations. Journal of Business Research, 69(12), 5523–5529.

Chusniasari, C., & Prijati, P. (2015). Pengaruh shopping lifestyle, fashion involvement dan hedonic shopping terhadap impulse buying pelanggan. Jurnal Ilmu dan Riset Manajemen (JIRM), 4(12), 1-12.

Denia, R., Yohana, C., & Rahmi, R. (2023). Pengaruh sales promotion dan hedonic shopping terhadap impulse buying behavior melalui positive emotion pada pengguna e-commerce di Jabodetabek. Digital Business Journal, 1(2), 99-110.

Diany, A. A., Sangen, M., & Faisal, I. (2019). Pengaruh sales promotion dan store atmosphere terhadap positive emotion dan perilaku impulse buying di Departement Store Matahari Duta Mall, Banjarmasin. JWM (Jurnal Wawasan Manajemen), 7(1), 65-77.

Fauziah, A. P., & Naomi, N. D. (2022). Fenomena belanja online: Kasus pengguna fitur Shopee paylater. Saskara: Indonesian Journal of Society Studies, 2(2), 31-45.

Firdausy, C. M., & Fernanda, M. (2021). The effects of sales promotion, attractiveness of internet advertising, and website quality on impulse buying of consumers of Tokopedia in Indonesia. International Journal of Management and Enterprise Development, 20(1), 34-48.

Ghozali, I., & Latan, H. (2020). Partial Least Squares: Konsep, teknik, dan aplikasi menggunakan program SmartPLS 3.0 (Edisi 2). Semarang: Badan Penerbit Universitas Diponegoro.

Hapsari, N. R., & Maftukhah, I. (2016). Membangun emosi positif melalui promosi penjualan dan lingkungan toko dampaknya terhadap impulse buying. Management Analysis Journal, 4(1), 36–43.

Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: A meta-analytic review. Journal of the academy of marketing science, 48(3), 384-404.

Japarianto, E., & Sugiharto, S. (2011). Pengaruh shopping life style dan fashion involvement terhadap impulse buying behavior masyarakat high income Surabaya. Jurnal Manajemen Pemasaran, 6(1), 32-41.

Lee, S., & Park, E. (2022). Effects of buy now, pay later services on consumers’ financial and psychological responses. Journal of Retailing and Consumer Services, 66(1), 102-115.

Lim, S. H., Lee, S., & Kim, D. J. (2017). Is online consumers’ impulsive buying beneficial for ecommerce companies? An empirical investigation of online consumers’ past impulsive buying behaviors is online consumers ‘impulsive buying beneficial for ecommerce companies? An empirical investigation. Information Systems Management, 34(1), 85–100.

Mardhiyah, S. R., & Sulistyawati, L. (2021). Pengaruh hedonic shopping motivation dan shopping lifestyle terhadap impulse buying dengan emosi positif sebagai variabel intervening pada e-commerce Shopee. Jabeistik: Jurnal Analitika Bisnis, Ekonomi, Sosial dan Politik, 1(1), 9–21.

Maulana, A., & Mulyana, M. (2020). Analisis pengaruh public relation dan sales promotion terhadap minat beli pada produk Starbucks di Kota Bogor. Jurnal Ilmiah Manajemen Kesatuan, 8(2), 47–64.

Novia, M. H., & Chaniago, H. (2016). Faktor penentu perilaku impulsive buying pada fashion business di Kota Bandung. Jurnal Riset Bisnis dan Investasi, 2(3), 121-133.

Park, E. J., Kim, E. Y., Funches, V. M., & Foxx, W. (2012). Apparel product attributes, web browsing, and e-Impulse buying on shopping websites. Journal of Business Research, 65(11), 1583–1589.

Pertiwi, P. D. (2024). Pengaruh cashback, flash sale dan paylater terhadap pembelian impulsif pengguna Shopee di Kota Lhoksemawe. Aceh: Universitas Malikussaleh (Bachelor dissertation).

Prasiwy, D. P., Prihatini, A. E., & Purbawati, D. (2023). Pengaruh price discount dan hedonic shopping motivation terhadap impulsive buying pada konsumen Tokopedia di Kota Semarang. Jurnal Ilmu Administrasi Bisnis, 12(3), 819-828.

Priyatna, E. H., Lutfia, L. N., & Masturo, M. (2023). Pengaruh shopping lifestyle dan fashion involvement terhadap impluse buying. Digital Business Journal, 1(2), 98-112.

Rahmawati, F., & Nugroho, Y. (2023). Pengaruh fitur paylater terhadap perilaku konsumen dalam pembelian impulsif di platform e-commerce. Jurnal Manajemen dan Kewirausahaan Indonesia, 5(1), 12–23.

Rigopoulos, G. (2019). A TAM framework to evaluate users perception towards online electronic payments. Greece: Research Associate, School of Electrical & Computer Engineering, 4(1), 1-14.

Rismawati, R., & Pertiwi, I. F. P. (2022). Pengaruh store atmosphere, shopping lifestyle dan fashion involvement terhadap impulse buying dengan positive emotion sebagai variabel intervening. Social Science Studies, 2(3), 215-239.

Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305-316.

Salsabila, & Andriana, A. N. (2024). Pengaruh price discount dan bonus pack terhadap impulse buying dengan positive emotion sebagai variabel mediasi pada konsumen ritel Guardian Samarinda Central Plaza. Management Studies and Entrepreneurship Journal, 5(1), 2882–2895.

Satria, A., & Trinanda, O. (2019). Pengaruh promosi dan website quality terhadap impulse buying pada e-commerce Lazada di Kota Padang. Jurnal Ecogen, 2(3), 463-478.

Setiawan, A. J., & Sahetapy, W. L. (2022). Pengaruh hedonic consumption terhadap impulse buying dengan positive emotion sebagai variabel intervening pada sale Sociolla. Agora, 10(1), 35-43.

Setyorini, N. S., & Hati, S. R. H. (2020). The role of hedonic shopping motivation and Positive emotion in impulse buying: A study on Indonesian millennial consumers. Journal of Consumer Sciences, 5(2), 68–80.

Sopiyan, P., & Kusumadewi, N. (2020). Pengaruh shopping lifestyle dan positive emotion terhadap impulse buying. Coopetition, 11(3), 1-14.

Sugiyono. (2018). Metode penelitian kuantitatif. Bandung: CV. Alfabeta.

Umboh, Z., Mananeke, L., & Samadi, R. L. (2018). Pengaruh shopping lifestyle, fashion involvement, dan sales promotion terhadap impulse buying behaviour konsumen wanita di MTC Manado. Jurnal Emba, 6(3), 1638– 1647.

Wahyuni, S., Suryani, W., & Amelia, W. R. (2022). The effect of hedonic shopping value and shopping lifestyle on the impulse buying in online shops (Case study: Albadar 6 Gang Community). Jurnal Ilmiah Manajemen dan Bisnis (JIMBI), 3(1), 12-22.

Waluyo, W., Nurohman, Y. A., & Qurniawati, R. S. (2022). Buy now, pay later: Apakah paylater mempengaruhi pembelian impulsif generasi muda muslim?. Among Makarti, 15(3), 34-45.

Wiranata, A. T., & Hananto, A. (2020). Do website quality, fashion consciousness, and sales promotion increase impulse buying behavior of e-commerce buyers? Indonesian Journal of Business and Entrepreneurship (IJBE), 6(1), 74–74.

Zahra, Z., Suleman, D., Wuryanto, A., Styaningrum, E. D., Rini, R. S., Suhendra, A. D., Supriatin, S., & Setiawan, A. C. (2022). Study of impulse buying behavior on interest in using paylater facilities in the marketplace with celebrity endorsers as mediations. International Journal of Social and Management Studies, 3(6), 86–91.