Pengaruh Nilai Belanja Hedonis Terhadap Pembelian Impulsif Pada Toko Online Dengan Emosi Positif Sebagai Variabel Perantara (Studi Pada Mahasiswa/i Program Strata-1 Angkatan 2011/2012 Jurusan Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Bra

This study aimed to clarify the effect of hedonic shopping value and positive emotions toward impulsive purchases, as well as the indirect effect of hedonic shopping value against impulsive purchases through positive emotions. This type of research is explanatory research with quantitative approach. The samples used were 100 respondents with purposive sampling techniques such as students who have ever made ​​an online purchase through internet. The method of data collection was questionnaire. Analysis of the data used is descriptive analysis and path analysis by t test. Result of this research that there is direct effect of Hedonic Shopping Value and Positive Emotions on Impulsive Buying. Futhermore, it can be seen that there is indirect influence between Hedonic Shopping Value on Impulsive Buying with the role of Positive Emotions as an intermediary variable. This research has proven shopping activity through internet, Impulsive Buying, influenced by Hedonic Shopping Value and Positive Emotions