Published: 2025-08-01
Pengaruh Shopping Lifestyle, Sales Promotion dan Price Discount Terhadap Impulse Buying Produk Fashion Dengan Positive Emotion Sebagai Variabel Moderasi Pada E-Commerce Tiktok Shop (Studi Kasus Pada Mahasiswa Universitas Kutai Kartanegara)
DOI: 10.35870/jemsi.v11i4.4358
Abstract
This research aims to determine the influence of Shopping Lifestyle, Sales Promotion and Price Discount on Impulse Buying Fashion Products with Positive Emotion as a moderating variable in the TikTok Shop E-Commerce. This research was conducted with a case study of Kutai Kartanegara University students who used the TikTok application and shopped online. Primary Data is data used and sourced from respondents who filled out the questionnaire. Sampling was taken using quota sampling and purposive sampling techniques, where respondents were determined based on suitability of criteria with a minimum number of 384 people based on calculations using the Lemeshow formula. The analytical tool used in this research is Structural Equation Modeling (SEM) using Smart PLS Version 4 software. The results show that Shopping Lifestyle and Sales Promotion influence Impulse Buying of fashion products. Positive Emotion moderates Sales Promotion for Impulse Buying of fashion products. Price Discount and Positive Emotion do not have a significant effect on Impulse Buying of fashion products. Positive Emotion does not moderate Shopping Lifestyle and Price Discount on Impulse Buying of fashion products.
Keywords
Shopping Lifestyle; Sales Promotion; Price Discount; Impulse Buying; Positive Emotion
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 11 No. 4 (2025)
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Section: Articles
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Published: 2025-08-01
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/jemsi.v11i4.4358
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Iskandar, Universitas Kutai Kartanegara
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Kutai Kartanegara, Jl. Gunung Kombeng No.27 Kel.Melayu Kec.Tenggarong Kutai Kartanegara, Kalimantan Timur, Indonesia.
Sabran, Universitas Kutai Kartanegara
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Kutai Kartanegara, Jl. Gunung Kombeng No.27 Kel.Melayu Kec.Tenggarong Kutai Kartanegara, Kalimantan Timur, Indonesia.
Heru Suprapto, Universitas Kutai Kartanegara
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Kutai Kartanegara, Jl. Gunung Kombeng No.27 Kel.Melayu Kec.Tenggarong Kutai Kartanegara, Kalimantan Timur, Indonesia.
Ali Akbar, Universitas Kutai Kartanegara
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Kutai Kartanegara, Jl. Gunung Kombeng No.27 Kel.Melayu Kec.Tenggarong Kutai Kartanegara, Kalimantan Timur, Indonesia.
Zulhansyah, Universitas Kutai Kartanegara
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Kutai Kartanegara, Jl. Gunung Kombeng No.27 Kel.Melayu Kec.Tenggarong Kutai Kartanegara, Kalimantan Timur, Indonesia.
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