THE IMPACT OF POSITIVE EMOTIONS ON IMPULSIVE BUYING: THE MODERATING ROLE OF SALES PROMOTION AT MATAHARI.COM

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.