PENGARUH SHOOPING LIFESTYLE, PRICE DISCOUNT, DAN GAMIFICATION TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI: STUDI PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH PURWOKERTO

Naela Aziizahtur Rif'aa; Totok Haryanto; Naelati Tubastuvi; Arini Hidayah

doi:10.31539/rq54vv75

Authors

Naela Aziizahtur Rif'aa Universitas Muhammadiyah Purwokerto
Totok Haryanto Universitas Muhammadiyah Purwokerto
Naelati Tubastuvi Universitas Muhammadiyah Purwokerto
Arini Hidayah Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.31539/rq54vv75

Keywords:

Shooping Lifestyle, Price Discount, Gamification, Impulse Buying, Positive Emotion

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh shopping lifestyle, price discount, dan gamification terhadap impulse buying dengan positive emotion sebagai variabel mediasi pada konsumen Tiktok shop. Tempat penelitian dilakukan di Universitas Muhammadiyah Purwokerto dengan populasi 22.493 mahasiswa. Metode yang digunakan yaitu kuantitatif dengan teknik sampling yang digunakan yaitu proportional sampling dan purposive sampling dengan 130 responden. Alat yang digunakan pada penelitian yaitu SEM-PLS untuk menguji keterkaitan antar variabel. Hasil penelitian menunjukkan bahwa ketiga variabel independen tidak berpengaruh terhadap impulse buying sedangkan positive emotion berpengaruh terhadap impulse buying. Shopping lifestyle tidak berpengaruh terhadap positive emotion, sedangkan price discount dan gamification berpengaruh terhadap positive emotion. Positive emotion juga mampu memediasi price discount dan gamification terhadap impulse buying, tetapi tidak dengan shopping lifestyle. Implikasi penelitian ini diharapkan menjadi acuan e-commerce untuk merancang startegi promosi dan pengalaman belanja bagi konsumen.

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