The Influence of Hedonistic Motives, Fashion Interest, and Positive Emotions on the Impulsive Buying of Fashion Products with Sales Promotion as Moderating Variables

Abstract

This study analyzes the effect of hedonic motives, fashion involvement, and positive emotions on impulsive buying of fashion products with sales promotion as a moderating variable. This quantitative study used the accidental sampling method. The sample was 122 respondents. Analysis techniques were used based on Partial Least Square (PLS) to test the hypotheses. The results indicate that 1) hedonic motives, fashion involvement, and positive emotions have a positive and significant effect on impulsive buying fashion products, 2) sales promotion, sales promotion, and sales promotion can strengthen the influence of positive and significant positive emotions on the impulsive buying of fashion products.

Online Impulsive Buying Behavior (OIBB) Influenced by Hedonism, Re-source Availability, and Shopping Convenience Moderated by the Ease of Using Digital Payment Methods

“…This result in line with the study that previously done by (Tirtayasa et al, 2020) who said that hedonism motivation influenence the online impulsive buying behavior. Similar results were also shown in research conducted by (Sitindaon & Hussein, 2022), (Utami et al, 2021) (Helmi et al, 2023). These study showed that hedonism also has significant effect to influence online impulsive buying behavior.…”

Positive Emotions as Mediation Between Hedonic Shopping Motivations on Impulsive Buying Behavior of E-Commerce in Indonesia

“…This glad urge emerges from within a person since shopping may truly relieve Asia-Pacific Management and Business Application, 11, 3 (2023): 347-362 exhaustion from various daily chores, even if done online, because shopping has become a pleasure in a person, even if simply glancing around is enough to make some people happy (Hursepuny & Oktafani, 2018). Finally, simply glancing around piques someone's attention when they find a selection of new things that they don't have and enticing promotional offers (Tarka et al, 2022). The findings of Ahmed et al (2020) study show that hedonic shopping motivation has a positive and significant effect on consumer impulse buying, as do the findings of Hursepuny and Oktafani's (2018) study, which also shows that hedonic shopping motivation has a significant positive effect on impulse buying for consumers.…”

“…Hedonic shopping motivation and positive emotions are two factors that might drive customers to make spontaneous purchases or impulsive buying (Utami et al, 2021). According to Yu et al (2018), hedonic shopping buying is consumers shopping because they want to receive pleasure and shopping as something intriguing or consumers shopping because they feel joyful while they are shopping, either directly or online.…”

“…Utilitarian buying motives are those that motivate customers to purchase things based on their functional advantages (Kumar & Kashyap, 2018). Whereas someone may be encouraged to shop in order to meet their hedonic requirements, which will result in a sense of fulfillment that creates happy emotions, even if the thing that consumers buy is not necessarily the one that they need and intend to buy (Tarka et al, 2022). Positive feeling is defined as condition which the prospective customer is in a good mood as a result of his urge to satisfy himself through impulsive purchase (Yi & Jai, 2020).…”

“…The findings of (Hursepuny & Oktafani, 2018;Wahyuni & Rachmawati, 2018; Zayusman & Septrizola, 2019) study show that hedonic shopping motivation has a positive and significant effect on consumer impulse buying. Because, in this scenario hedonic shopping might increase consumers' want to always go shopping, not just out of necessity, but also out of the consumer's own desire to make a spontaneous buy (Tarka et al, 2022). From the explanation above, hedonic shopping motives are customers' drive to buy that is affected by emotions to acquire their own pleasure without regard for the advantages of the things purchased.…”