Apakah Promosi Islami dan Hedonic Shopping Motivation Mempengaruhi Perilaku Impulsive Buying Generasi Z?
Keywords:
Hedonic Shopping Motivation, Impulsive Buying, Islamic Promotion, Positive Emotion
Abstract
The emergence of Muslim fashion in Banyuwangi can be attributed to the inclination of the Z generation to utilize e-commerce platforms for fashion shopping, hence promoting impulsive purchasing behavior. The current study aims to examine how the perception of islamic promotion and hedonic shopping motive influence impulse purchase, with happy emotions serving as a mediator in the context of Muslim fashion products. This study focuses on clients belonging to Generation Z in Banyuwangi Regency who have made purchases using e-commerce platforms. This study employs a quantitative research design with an explanatory approach. It has a sample size of 100 participants selected using purposive sampling methods. The survey results obtained through an online questionnaire with a Likert scale were subsequently analyzed using path analysis in SPSS. The findings of this study indicate that employing Islamic advertising and hedonic impacts can enhance consumers' favorable emotions towards Muslim fashion products via e-commerce. Furthermore, the indirect impact of favorable emotions serves as a mediator for the effect of of islamic promotion on impulsive purchasing. However, it is important to note that various good emotions do not mediate the relationship between hedonic shopping incentive and impulsive purchase. This research has implications for the implementation of marketing strategies for business people who use e-commerce platforms.
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Handoko, B. (2022). Pengaruh Hedonic Shopping Value Dan Shopping Lifestyle Terhadap Impulse Buying Produk Chatime Dengan Positive Emotion Sebagai Variabel Moderating Pada Chatime Juanda Medan. Jasmien, 2(03), 68–80.
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Hilmi, L. D., & Pratika, Y. (2021). Paylater feature: Impulsive buying driver for e-commerce in indonesia. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2).
Ikanubun, D., Setyawati, S. M., & Afif, N. C. (2019). Pengaruh Hedonic Shopping Terhadap Impulse Buying Yang Dimediasi Emosi Positif (Survei Pada Konsumen Toko Fashion Di Kota “X”). Jurnal Ekonomi, Bisnis, Dan Akuntansi, 21(1). https://doi.org/10.32424/jeba.v21i1.1266
Indrawati, I., Ramantoko, G., Widarmanti, T., Aziz, I. A., & Khan, F. U. (2022). Utilitarian, hedonic, and self-esteem motives in online shopping. Spanish Journal of Marketing - ESIC, 26(2), 231–246.
Lee, S., & Kim, D. Y. (2018). The Effect Of Hedonic and Utilitarian Values on Satisfaction And Loyalty of Airbnb Users. International Journal of Contemporary Hospitality Management, 30(3), 1332–1351. https://doi.org/10.1108/IJCHM-09-2016-0504
Mahadewi, N. P. T., & Sulistyawati, E. (2019). Peran Positive Emotion dalam Memediasi Pengaruh Product Knowledge Terhadap Impulse Buying. E-Jurnal Manajemen Universitas Udayana, 8(9), 5652–5671. https://doi.org/10.24843/ejmunud.2019.v08.i09.p15
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Maqsood, K., & Javed, I. (2019). Impulse Buying, Consumer’s Satisfaction and Brand Loyalty. Journal Of Economic Impact, 1(2), 40–47. https://doi.org/10.52223/jei0102192
Mardhiyah, R. S., & Sulistyawati, L. (2021). Pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle terhadap Impulse Buying dengan Emosi Positif sebagai Variabel Intervening pada E-Commerce Shopee. JABEISTIK: Jurnal Analitika Bisnis, Ekonomi, Sosial Dan Politik, 1(1), 9–21.
Marpaung, B., & Mekaniwati, A. (2020). Pengaruh Kualitas Produk, Harga, Promosi Dan Pelayanan Terhadap Kepuasan Konsumen Serta Dampaknya Pada Keputusan Pembelian: Studi Pada Konsumen Alat Mesin Pengolah Kopi Di PT. Karya Mitra Usaha. Jurnal Ilmiah Manajemen Kesatuan, 8(1), 29–38.
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Nasuka, M. (2020). Konsep Marketing Mix Dalam Perspektif Islam: Suatu Pendekatan Maksimalisasi Nilai. BISEI: Jurnal Bisnis Dan Ekonomi Islam, 5(01), 27–46.
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Ningsih, E. M., & Andjarwati, A. L. (2021). Peran Consumer Perceived Value dalam Online Review terhadap Impulse Buying Tendency melalui Browsing sebagai Variabel Intervening. Jurnal Ilmu Manajemen, 9(2), 601.
Nurlinda, R. A., & Christina, D. (2020). Peran Positive Emotion Sebagai Mediator Hedonic Shopping dan Shopping Lifestyle Terhadap Impulse Buying di Lazada. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(1), 231–244.
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Pandya, P., & Pandya, K. (2020). An Empirical Study of Compulsive Buying Behaviour of Consumers. Alochana Chakra Journal, 9(6), 4102–4114.
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Published
2023-06-14
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