Pengaruh Diskon Harga dan Motivasi Belanja Hedonis Terhadap Online Impulse Buying Melalui Emosi Positif sebagai Variabel Mediasi pada Produk Fashion (Studi pada Shopee Live Streaming)
Abstract
This research aims to determine the influence of price discounts and hedonic shopping motivation on online impulse buying in fashion products on Shopee live streaming with positive emotions as a mediating variable. consisting of independent variables, namely price discounts and hedonic shopping motivation, intervening variables, namely positive emotions, and dependent variables, namely online impulse buying. The type of research used is causal quantitative research, data collection using questionnaires. Sampling in this research uses purposive sampling technique. The direct effect test show that each variable has a positive and significant relationship with online impulse buying on fashion products in Shopee live streaming. Meanwhile, the results of the Indirect Effect test show that the positive emotion variable can mediate the relationship between price discounts and hedonic shopping motivation on online impulse buying in fashion products on Shopee live streaming.
Keywords: price discount, hedonic shopping motivation, positive emotion, online impulse buying
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