Published: 2026-06-16

The impact of Promotional Stimuli and Hedonic Value on Impulse Buying Driven by Positive Emotions Among Tokopedia Users

DOI: 10.35870/ijmsit.v6i1.7024

Intan Dwi Nuraeni, Wala Erpurini
  • Intan Dwi Nuraeni: Universitas Jenderal Achmad Yani
  • Wala Erpurini: Universitas Jenderal Achmad Yani
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Abstract

The rapid growth of e-commerce in Indonesia has influenced consumer purchasing behavior, particularly impulse buying. This study examines the effect of promotion stimuli and hedonic shopping value on impulse buying, with positive emotion as a mediating variable among Tokopedia users in Cimahi City. Using a quantitative approach, adata were collected drom 125 respondents through pusposive sampling and analyzed using SEM-PLS. The result show that promotion stimuli and hedonic shopping value significantly affect positive emotion. However, promotion stimuli and positive emotion do not significantly between variables. In contrast, hedonic shopping value has a significant effect on impulse buying. The findings indicate that impulse buying is primarily driven by hedonic shopping experiences rather promotional strategies or emotional responses, highlighting the importance of enhancing user experience in e-commerce platform.

Keywords

Promotional stimuli hedonic value; Impulse buying; Positive emotions

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How to Cite

Dwi Nuraeni, I., & Erpurini, A. (2026). The impact of Promotional Stimuli and Hedonic Value on Impulse Buying Driven by Positive Emotions Among Tokopedia Users. International Journal of Management Science and Information Technology, 6(1), 867-873. https://doi.org/10.35870/ijmsit.v6i1.7024
Article Information

This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 6 No. 1 (2026)

  • Section: Articles

  • Published: 2026-06-16

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Author Biographies
Intan Dwi Nuraeni, Universitas Jenderal Achmad Yani
Google Scholar ResearchGate ORCID

Management Study Program, Faculty of Economics and Business, Universitas Jenderal Achmad Yani, Cimahi City, West Java Province, Indonesia

Wala Erpurini, Universitas Jenderal Achmad Yani
Google Scholar ResearchGate ORCID

Management Study Program, Faculty of Economics and Business, Universitas Jenderal Achmad Yani, Cimahi City, West Java Province, Indonesia

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