Pengaruh Hedonic Shopping Motivation dan Flash Sale terhadap Impulse Buying pada Layanan E-Commerce di Kota Medan dengan Emotional Response sebagai Variabel Moderasi

Abstract

This study aims to examine and analyze the influence of hedonic shopping motivation and flash sales on impulse buying, with emotional response as a moderating variable in e-commerce services. This research is an associative study using a quantitative approach. The population in this study consists of e-commerce service customers in Medan City, with an unknown total number. The sample comprises 235 customers from Shopee, Tokopedia, Lazada, Blibli, and Bukalapak. The sampling technique employed is purposive sampling with the criteria that respondents have been subscribed to one of these e-commerce services for at least one year. Data analysis was conducted using Structural Equation Modeling (SEM). The results indicate that hedonic shopping motivation, flash sales, and emotional response have a positive and significant effect on impulse buying in e-commerce services. However, emotional response does not moderate the relationship between hedonic shopping motivation and flash sales on customers’ impulse buying behavior in e-commerce platforms.