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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.
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Citation FormatDwi 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
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Copyright (c) 2026 Intan Dwi Nuraeni, Wala Erpurini
This work is licensed under a Creative Commons Attribution 4.0 International License.
This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.
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