PENGARUH FITUR PAYLATER, PROMOSI PENJUALAN, DAN LIFESTYLE TERHADAP PERILAKU E-IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI PADA MARKETPLACE SHOPEE

Abstract

The existence of e-commerce and online shopping encourages e-impulse buying behaviour. The ease of accessing and using online shopping systems through e-commerce has a big influence on shopping styles in everyday life. Shopee is an e-commerce platform that offers various interesting features to its consumers. The study was conducted on Shopee consumers live in Pekalongan and Batang. It aims to determine the effect of features of paylater, sales promotions and lifestyle on e-impulse buying and the role of the intervening variable; positive emotion, in mediating the effect indirectly. It is a quantitative study that applied the purpose sampling technique and selected a hundred respondents as the sample obtained by spreading some. Supported by SPSS version 26, it was analysed by Path Analysis and Sobel Test. The result indicates the feature of paylater and lifestyle has affected on e-impulse buying while positive emotion has an effect on e-impulse buying. Furthermore, positive emotion mediates the correlation between paylater features, sales promotions, and lifestyle on e-impulse buying. Otherwise, sales promotion has no effect on e-impulse buying.