The Effect of Sales Promotion and Shopping Lifestyle on Impulse Buying with Positive Emotion as a Mediating Variable for Shopee Customers in Pekanbaru City

Gatot Wijayanto; Arwinence Pramadewi; Jushermi; Aulya Anindita Pratiwi; Muhammad Syafi’i

doi:10.55927/mudima.v3i2.2389

Authors

Gatot Wijayanto Universitas Riau
Arwinence Pramadewi Universitas Riau
Jushermi Universitas Riau
Aulya Anindita Pratiwi Universitas Riau
Muhammad Syafi’i Universitas Riau

DOI:

https://doi.org/10.55927/mudima.v3i2.2389

Keywords:

Sales Promotion, Shopping Lifestyle, Impulse Buying, Positive, Shopee Customers Performance

Abstract

This study aims to determine the effect of sales promotion and shopping lifestyle on impulse buying with positive emotion as a mediating variable for shopee customers in Pekanbaru City. The analytical approach uses quantitative methods by collecting data using survey methods. The population in this study were online service users at the Shoppe market place in the city of Pekanbaru. The number of samples taken in this study were 100 respondents. The sampling technique used in this study was accidental sampling. The results showed that Sales Promotion (X1) had a significant effect on Positive Emotion (M), Shopping Lifestyle (X2) had a significant effect on Positive Emotion (M), Sales Promotion (X1) had a significant effect on Impulse Buying (Y), Shopping Lifestyle (X2) ) has a positive and significant effect on Impulse Buying (Y), Positive Emotion (M) has a positive and significant effect on Impulse Buying (Y), Sales Promotion (X1) has a significant effect on Impulse Buying (Y) through Positive Emotion (M), and Shopping Lifestyle (X2) has a positive and significant effect on Impulse Buying (Y) through Positive Emotion (M)

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