PENGARUH PRICE DISCOUNT DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING: POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI (Studi pada wanita generasi Z pengguna e-commerce di Jawa Tengah)

Abstract

This study aims to examine the role of price discount and hedonic shopping motivation on impulse buying. Analyze the role of positive emotions in mediating. The sample determined was 384 female respondents who lived in Central Java. Data analysis was carried out by testing the data instrument, classical assumptions, and answering the hypothesis with path analysis. The results is that price discount and hedonic shopping motivation have a positive and significant effect on impulse buying, positive emotion have a positive and insignificant effect on impulse buying, price discount and hedonic shopping motivation have a positive and significant effect on positive emotion, positive emotions are not significant in mediating price discount and hedonic shopping motivation on impulse buying.