PENGARUH SALES PROMOTION DAN HEDONIC SHOPPING TERHADAP IMPULSE BUYING BEHAVIOR MELALUI POSITIVE EMOTION PADA PENGGUNA E-COMMERCE DI JABODETABEK

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi impulse buying behavior pada pengguna salah satu e-commerce Shopee dengan menggunakan variabel sales promotion, hedonic shopping, dan positive emotion. Metode pengumpulan data menggunakan metode survey berupa kuesioner yang disebarkan kepada 200 responden. Kriteria responden dalam penelitian yaitu responden berdomisili di wilayah Jabodetabek, berusia minimal 17 tahun, mempunyai akun Shopee dan merupakan pengguna Shopee, dan responden sudah pernah melakukan pembelian di Shopee minimal dua kali dalam kurun waktu enam bulan terakhir. Data diolah dengan menggunakan teknik analisis SEM yang terdapat dalam perangkat AMOS dan SPSS. Hasil penelitian menunjukkan bahwa sales promotion berpengaruh terhadap positive emotion, sales promotion berpengaruh terhadap impulse buying behavior, hedonic shopping berpengaruh terhadap positive emotion, hedonic shopping berpengaruh terhadap impulse buying behavior, positive emotion berpengaruh terhadap impulse buying behavior, sales promotion berpengaruh signifikan terhadap impulse buying behaviour melalui positive emotion, dan hedonic shopping berpengaruh signifikan terhadap impulse buying behaviour melalui positive emotion. *** This study aims to analyze the factors that influence impulse buying behavior in users of one of the Shopee e-commerce using the variables of sales promotion, hedonic shopping, and positive emotion. The data collection method uses a survey method in the form of a questionnaire distributed to 200 respondents. The criteria for respondents in the study are that respondents live in the Jabodetabek area, are at least 17 years old, have a Shopee account and are Shopee users, and respondents have made purchases at Shopee at least twice in the last six months. The data was processed using SEM analysis techniques contained in AMOS and SPSS tools. The results showed that sales promotion affects positive emotion, sales promotion affects impulse buying behavior, hedonic shopping affects positive emotion, hedonic shopping affects impulse buying behavior, positive emotion affects impulse buying behavior, sales promotion has a significant effect on impulse buying behavior through positive emotion, and hedonic shopping has a significant effect on impulse buying behavior through positive emotion. The data was processed using SEM analysis techniques contained in AMOS and SPSS tools. The results showed that sales promotion, hedonic shopping had a significant effect on impulse buying behavior, positive emotion had a significant effect on impulse buying behavior, sales promotion n had a significant effect on impulse buying behavior through positive emotion, and hedonic shopping had a significant effect on impulse buying behavior through positive emotion