PENGARUH PRICE DISCOUNT TERHADAP IMPULSE BUYING DENGAN SHOPPING EMOTION SEBAGAI VARIABEL MEDIASI PADA MAHASISWA MUSLIM
DOI:
https://doi.org/10.70248/jdedte.v1i3.1301Abstract
Era digital melaui e-commerce tidak dapat dihindari telah merubah prilaku konsumen. Melalui e-commerce para produsen menawarkan kemudahan, harga bersaing, pengiriman murah, platform jual beli yang efisien dan sarat dengan kenyamanan. Hal tersebut yang menyebabkan terjadinya prilaku impuls buying dan prilaku impuls buying tersebut telah didominasi oleh usia remaja. Atas dasar tersebut penelitian ini dilakukan dengan melihat pengaruh price discount terhadap impulse buying melalui shopping emotion sebagai intervening pada e-commerce platform pada mahasiswa muslim. Sebanyak 95 responden terlibat dalam penelitian ini. Hasil peneltian ini menemukan fakta bahwa price discount terbukti berpengaruh positif dan signifikan terhadap shopping emotion dan impulse buying. Shopping emotion terbukti berpengaruh positif dan signifikan impulse buying. Temuan lainnya adalah shopping emotion terbukti mampu mediasai pengaruh price discount terhadap shopping emotion.
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