Impulse Buying Improvement Model
Abstract
Shopee is an e-commerce platform that continues to evolve to meet consumer needs, from easy payment to faster delivery. Shopee is a marketplace that employs a strategy to attract consumers, including flash sales, which are also influenced by internal factors such as positive emotions. This research is an explanatory quantitative study using a quantitative approach. The study population was all Shopee e-commerce platform users in Indonesia who had made purchases through flash sales. A sample of 100 Shopee users was selected. Data collection used a questionnaire via Google Forms distributed online via WhatsApp. In this study, data analysis used the SEM-PLS method with SmartPLS (Partial Least Squares) software. Research results: 1) Flash sales have a positive and significant effect on positive emotions, meaning the higher the intensity of flash sales, the stronger the effect on consumers' positive emotions (such as joy, satisfaction, and pleasure). 2) Flash sales have a positive and significant effect on impulsive purchases, meaning the more often Shopee holds flash sales, the higher the tendency of users to make purchases. 3) Positive emotions have a positive and significant effect on impulsive purchases, meaning the higher the level of positive emotions in consumers (such as happiness, satisfaction, joy), the greater the likelihood of them making unplanned purchases. 4) Positive emotions play a role in mediating the relationship between flash sales and impulsive purchases, meaning that flash sales evoke positive feelings such as joy and happiness in consumers, and these positive feelings are what encourage consumers to make purchases impulsively or without prior planning.
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