Abstract:
This study investigated the impact of price consciousness, hedonism, and fashion interest
on positive emotions and subsequent impulsive buying behavior among Matahari.com
customers. Data from 215 participants were analyzed using Structural Equation Modeling
with SPSS and Smart PLS 4. Results indicate positive relationships between hedonism,
price consciousness, and fashion interest with positive emotions during online shopping.
Notably, positive emotions serve as a catalyst for impulsive buying on Matahari.com.
However, sales promotions were not found to be effective moderators in influencing the
connection between impulsive purchasing and actual transactions on the platform. The
study emphasizes the strategic significance of aligning promotions with consumer
preferences, including hedonistic inclinations, price sensitivity, and fashion interests, to
enhance impulsive buying behavior. These insights contribute to a deeper understanding
of emotional dimensions in online consumer behavior and offer practical implications for
E-Commerce platforms, particularly Matahari.com, to tailor marketing strategies for an
improved online shopping experience. Overall, the research provides actionable insights
that can guide efforts to drive impulsive buying behavior and enhance the effectiveness
of promotions in the E-Commerce context.
