Pengaruh Price Discount dan Shopping Lifestyle terhadap Impulsive Buying dengan Positive Emotion sebagai Variabel Intervening pada Pengguna E-Commerce Shopee (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara)

Abstract

In today's digital era, human life is inseparable from the internet , which has become a basic necessity for most people ranging from simply seeking information on social media and news platforms to running a business. The internet has undergone rapid development and significantly transformed the business world, as marked by the emergence of e-commerce such as online marketplaces, which have introduced a new phenomenon in society : online shopping. This study aims to analyze the influence of price discount and shopping lifestyle on impulsive buying through positive emotions among Shopee e-commerce users. This research was conducted at the Faculty of Economics and Business, Universitas Sumatera Utara, with a sample of 155 respondents. Data were analyzed using descriptive analysis and path analysis with the SmartPLS application. The results show that price discount has a positive and significant effect on positive emotion, shopping lifestyle has a positive and significant effect on positive emotion, price discount has a positive and significant effect on impulsive buying, shopping lifestyle has a positive and significant effect on impulsive buying, and positive emotions has a positive and significant effect on impulsive buying. Indirectly, price discount positively and significantly affects impulsive buying through positive emotion, and shopping lifestyle positively and significantly affects impulsive buying through positive emotion.