¹Rico Marcelino,²Tjok Gd Raka Sukawati

^1,2Faculty of Economics and Business, Udayana University, Bali, Indonesia

The aim of this research isexplains the role of positive emotion in mediating sales promotion on impulse buying in e- commerce for shopee consumers in Denpasar city. The population of this study is Shopee consumers in Denpasar City whose exact number is unknown (Infinite). The number of samples used in this study were 120 respondents, taken by purposive sampling technique. The data collection method used a questionnaire which was distributed online via google form. The data analysis technique used was Structural Equation Modeling based on Partial Least Square (SEM-PLS). The results of the analysis show that positive emotion is able to strengthen the influence of sales promotion on impulse buying. This research is expected to provide relevant and useful input for companies related to efforts to improve company performance.

Positive Emotion, Sales Promotion, Impulse Buying, Shopee

1) Agung, A., Sandya Kharisma, I., Gusti, I., Ketut, A., & Ardani, S. (2018). The Influence of Personality and Shop Enjoyment on Impulse Buying Behavior Mediated by Impulse Buying Tendency. Unud Management E-Journal, 7(6), 3320–3352. https://doi.org/10.24843/EJMUNUD.2018.v7.i06.p17

2) Anggraini, NA, & Anisa, F. (2020). The Effect of Shopping Lifestyle and Fashion Involvement on Impulsive Buying in Shopee Fashion Magelang Consumers with Positive Emotion as a Mediating Variable. UMMagelang Conference Series, 317–327.

3) Chang, HJ, Yan, RN, & Eckman, M. (2014). Moderating effects of situational characteristics on impulse buying. International Journal of Retail and Distribution Management, 42(4), 298–314. https://doi.org/10.1108/IJRDM-04-2013- 0074

4) Devi, NWC, & Jatra, IM (2020). Positive Emotion Mediates Sales Promotion And Store Environment Against Impulse Buying. Udayana University Management E-Journal, 9(5), 1942. https://doi.org/10.24843/ejmunud.2020.v09.i05.p15

5) Engel, J., Blackwell, R., & Miniard, P. (1995). Consumer Behavior (Sixth). Binarua Script.

6) Eterina Christy, F. (2020, September 31). Prediction of E-commerce User Numbers in Indonesia 2021. Https://Data.Tempo.Co/Data/909/Prediksi-Angka-Pengguna-e-Commerce-Di-Indonesia-2024.

7) Ghozali. (2014). Strucutural Equation Modeling, Alternative Method with Partial Least Square (PLS), equipped with Smarpls 3.0 XLstat 2014 and WarpPLS4.0 Software (Ed. 4). Publishing Board of Diponegoro University Semarang.

8) Ghozali, I. (2013). Multivariate Analysis Application with IBM SPSS 21 Update PLS Regression Program (7th edition). Diponegoro University Publishing Agency.

9) Gunawan Kwan, O. (2016). The Effect of Sales Promotion and Store Atmosphere on Impulse Buying with Positive Emotion as Intervening Variables at Planet Sports Tunjungan Plaza Surabaya. Journal of Marketing Management, 10(1), 27–34. https://doi.org/10.9744/pemasaran.10.1.27-34

10) Hadya Jayani, D. (2021). E-commerce Transaction Value Reaches Rp. 266.3 Trillion in 2020. Https://Databoks.Katadata.Co.Id/Datapublish/2021/01/29/Nilai-Transaksi-e-Commerce-Mereach-Rp-2663-Triliun-Pada- 2020.

11) Hapsari Nindyakirana, R., & Maftukhah. (2016). Building positive emotion through sales promotions and the store environment has an impact on impulse buying. Management Analysis Journal, 5(4).

12) Idris, AM (2018). Analysis of the Factors Influencing positive emotion and Its Impact on Impulsive Purchases at Air Asia Indonesia. Diponegoro Journal Of Management, 7(4), 1–9.

13) Ismail, A., & Ahmed Siddiqui, D. (2019). Impact of sales promotion on consumer impulse purchases in Karachi. 31.

14) Jambe Negara, AAB, & Wulandari Kusuma Dewi, NM (2018). The Influence of Retail and Promotional Atmosphere on Impulse Buying Mediated by positive emotion. Unud Management E-Journal, 7(7), 3944–3973.

15) Jovita Florence, TJ (2019). The Effect of Hedonic Shopping Motives and Sales Promotion on Consumer Impulse Buying at Matahari Department Store Manado Town Aquare. Journal of Business Administration, 8(2), 113–120.

16) Kacen, JJ, & Lee, JA (2002). The Influence of Culture on Consumer Impulsive Buying Behavior. Journal of Consumer Psychology, 12(2), 163–176.

17) Kotler, Philip, Keller, & Kevin Lane. (2016). Marketing Management (12th Edition Volume 1). INDEX PT.

18) Mamuaya, NCI, & Aditya, P. (2018). The effect of the situational factor, store atmosphere, and sales promotion on hedonic shopping motivation and its implications for supermarket consumer impulsive buying in Manado city. Journal of Business and Retail Management Research (JBRMR), 13(2).

19) Marie. C, Tahalele, Victor, & R. Pattipeilohy. (2014). Effect of Hedonic Consumption and positive emotion on Impulse Buying Behavior at Alfa Supermarkets in Ambon City. Benchmarks, 2(3).

20) Maulana, RI (2018). Promotion and Store Atmosphere Against Shopping Emotion and Impulse Buying. Ecodemica Journal, 2(2).

21) Mentari Danuza, D. (2018). Relationship between Intensity of Accessing Online Shop and Trust Level of Peer Group Recommendations with Online Impulsive Buying. Diponegoro University.

22) Nofiyanti, & Wiwoho, G. (2020). The Effect of Perceived Usefulness and Perceived Value on Online Repurchase Intention in the Shopee Marketplace in Kebumen District with Customer Satisfaction as an Intervening Variable. Scientific Journal of Management, Business and Accounting Students, 2(2).

23) Oktivera, E., & Felita, P. (2019). The Influence of Shopee Indonesia Sales Promotion on Consumer Impulsive Buying Case Study: Impulsive Buying in Stiks Tarakanita Students. Journal of Communication Science and Business, 4(2).

24) Palma, MA , & AAL, Anik, P., & Andjarwati, L. (2016). The effect of product quality, convenience, and price on repurchase intentions with satisfaction as an intervening variable (studies on fashion product customers through online stores in Surabaya). Journal of Economics and Management Research, 16(1), 84–104.

25) Paramita, A.d. (2014). The Effect of Hedonic Shopping Value on Impulsive Purchases at Online Stores with positive emotion as an Intermediary Variable. Journal of Business Administration, 8(2).

26) Pebrianti, W., & Ratnawati, R. (2020). The Role of Positive Emotion Mediation Against Impulse Buying at Matahari Pontianak Department Store. Journal of Management and Applied Accounting (JIMAT), 10(2), 231–247.

27) Philip, K. (1992). Marketing Management analysis, planning, and Controlling (Fifth edition). Erlangga.

28) Rahyuda, K. (2019). Business Research Methods (Revision 201). Udayana UniversityPress.

29) Rook, DW (1987). The buying impulse. Journal of Consumers, 189–199.

30) Rook, DW, & Fisher, RJ (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305–313.

31) Rosyida, S., & Lestari Anjarwati, A. (2016). The effect of store atmosphere and sales promotion on impulse buying with positive emotion as an intervening variable. Journal of Economics and Management Research, 16(1), 105–127.

32) Septiana, I., & Widyastuti. (2021). The influence of sales promotion, product quality and hedonic behavior on impulse buying. Journal of Management Science, 9(2).

33) Sopiyan, P., & Kusumadewi, DRN (2020). The Influence of Shopping Lifestyle and Positive Emotion on Impulse Buying. Journal of Scientific Management, XI (3).

34) Sudarsono, JG (2017). The effect of visual merchandising on impulse buying through positive emotion at Zara Surabaya. Journal of Marketing Management, 11(1). https://doi.org/10.9744/pemasar.11.1.16-25

35) Sugiyono. (2019). Quantitative Qualitative Research Methods and R&D (first). Alphabet.

36) Verhagen, T., & van Dolen, W. (2011). The influence of online store beliefs on online consumer impulse buying: A model and empirical application. Information and Management, 48(8), 320–327. https://doi.org/10.1016/j.im.2011.08.001

VOLUME 06 ISSUE 06 JUNE 2023

There is an Open Access article, distributed under the term of the Creative Commons Attribution – Non Commercial 4.0 International (CC BY-NC 4.0) (https://creativecommons.org/licenses/by-nc/4.0/), which permits remixing, adapting and building upon the work for non-commercial use, provided the original work is properly cited.