THE EFFECT OF CONSUMER BEHAVIOR ON POSITIVE EMOTIONS AND THE IMPULSIVE BUYING WITH SALES PROMOTION AS THE MODERATE VARIABLE: MATAHARI.COM

Abstract

This research aims to assess how hedonism, price consciousness, and positive emotions influence impulsive purchasing and its consequent impact on real transactions within the E-The objective of this study is to examine how hedonism, price consciousness, and positive emotions impact impulsive purchasing and subsequently influence real transactions on E-Commerce platform Matahari.com. The primary data for this research is derived from Matahari.com customers who have used the platform for less than 3 months. The collection of data employed incidental sampling and was distributed to 215 Matahari.com respondents. The data were analyzed using the Structural Equation Modelling (SEM) method with SPSS and Amos Statistic Ver. 23 software. The findings of this investigation reveal the following: (1) Hedonism has a positive relationship with the positive emotion on online shopping in the context of Matahari.com. (2) Price Consciousness has a positive relationship with the positive emotion on online shopping in the context of Matahari.com. (3) Fashion Interest has a positive relationship with the positive emotion in online shopping in the context of Matahari.com. (4) Positive Emotion has a positive relationship with impulsive buying on online shops within Matahari.com. (5) Sales promotions play a constructive role in moderating the connection between impulsive purchasing and actual transactions on the Matahari.com online shopping platform E-commerce platform Matahari.com.