The Effect Of Shopping Lifestyle On Impulse Buying With Intervening Positive Emotion

Autor(s): Febriyana Awalia Salsabila, Ekaning Setyarini, Rooswhan Budhi Utomo
DOI: 10.35760/ugefic.v8i1.233

Abstract

The rapid development of information and communication technology has driven a revolution in the way consumers shop. One of the biggest impacts of this digital revolution is the emergence of e-commerce, which allows consumers to make purchases of goods or services without having to leave their homes. E-commerce has become an integral part of everyday life, especially among the younger generation. The purpose of this study was to determine the effect of shopping lifestyle on impulse buying with positive emotion intervening. The analysis method in this study uses primary data collected through the distribution of online questionnaires to e-commerce user respondents who have made impulsive purchases. Respondents were selected using a non- probability sampling technique with a purposive sampling method so that 150 respondents were obtained with 20 questions with an outer model test, consisting of convergent validity and discriminant validity, composite reliability & Cronbach's alpha test and an inner model test consisting of the R2 test, F2 test, Q2 test, and goodness of fit test processed using SmartPLS 4 software. The test stage carried out on a small sample is the validity test and reliability test of 30 respondents using SPSS. The results of this study indicate that the variables shopping lifestyle have an effect on positive emotion, shopping lifestyle has an effect on impulse buying, positive emotion has an effect on impulse buying, and shopping lifestyle has an effect indirectly on impulse buying through positive emotion.

Keywords

shopping lifestyle; impulse buying; positive emotion

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DOI: http://dx.doi.org/10.35760/ugefic.v8i1.233

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