Emosi Positif Sebagai Mediator Antara Shopping Lifestyle dan Impulse Buying
DOI:
https://doi.org/10.35134/jpsy165.v17i3.400Keywords:
shopping lifestyle, emosi positif, impulse buying, e-commerce, shopeeAbstract
Salah satu pola perilaku masyarakat Indonesia dalam melakukan kegiatan pembelian adalah impulse purchase atau kurangnya perencanaan dalam pembelian. Pembelian yang tidak direncanakan sebelumnya ini atau diputuskan secara spontan disebut dengan impulse buying. Impulse buying tidak hanya terjadi pada pelanggan yang berbelanja secara fisik tetapi juga terjadi pada pelanggan yang berbelanja secara online melalui e-commerce Shopee. Dua faktor yang mungkin mendorong pelanggan untuk melakukan impulse buying adalah shopping lifestyle dan emosi positif, dan kedua faktor ini dapat dimanfaatkan oleh pelaku usaha untuk mendorong pelanggan berbelanja di e-commerce Shopee. Penelitian ini bermaksud untuk mengetahui pengaruh shopping lifestyle terhadap impulse buying, dan fungsi emosi positif sebagai mediator antara shopping lifestyle dan impulse buying. Model penelitian adalah kuantitatif dan melibatkan 110 responden yang berbelanja di e-commerce Shopee di Kota Padang melalui metode non-probability sampling dengan teknik purposive sampling. Data dianalisis menggunakan model persamaan struktural dengan Parsial Least Square (berupa perangkat lunak SmartPLS). Hasil evaluasi model pengukuran dan penilaian model struktural memiliki relevansi dan kekuatan prediktif yang baik. Pengujian hipotesis menunjukkan hasil terdapat pengaruh langsung signifikan antara shopping lifestyle dengan emosi positif pada pelanggan e-commerce Shopee, terdapat pengaruh langsung signifikan antara shopping lifestyle dengan impulse buying pada pelanggan e-commerce Shopee, tidak terdapat pengaruh langsung antara emosi positif dengan impulse buying pada pelanggan e-commerce Shopee dan emosi positif tidak memediasi pengaruh shopping lifestyle dengan impulse buying pada pelanggan e-commerce Shopee.
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