Positive emotion in Muslim fashion mediating the impact of Islamic promotion and hedonic motivation on impulse buying

Azid, Raka Malik and Ekowati, Vivin Maharani ORCID: https://orcid.org/0000-0001-6013-0630 (2023) Positive emotion in Muslim fashion mediating the impact of Islamic promotion and hedonic motivation on impulse buying. Presented at The 4th Annual International Conference on Language, Literature and Media (AICOLLIM 2022), 21-22 Sep 2022, Malang, Indonesia.

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Abstract

This study tries to comprehend how positive emotions in Muslim fashion products act as a mediator between the impression of Islamic promotion and hedonic shopping motivation on impulse buying. This research focuses on Generation Z consumers in Banyuwangi Regency who have shopped at e-commerce. Explanatory research using a quantitative methodology is this kind of research. With a total of 100 respondents, the slovin approach, a purposive sample technique, was utilized as the sampling method. An online survey with a Likert scale of 1–4 was used as the data source. The analysis method includes using SPSS for assumptions test, determinant coefficient, path analysis, and testing hypotheses. The findings of this study demonstrated that the direct influence between Islamic promotion and hedonic shopping motivation had a substantial impact on positive emotions. Islamic promotion, hedonic shopping motivation, and positive emotions have a substantial impact on impulsive buying. Positive emotions mediated the impact of Islamic promotion on impulsive buying, but diverse positive emotion outcomes are unable to mediate the relationship between hedonistic shopping motivation and impulsive buying.

Item Type:	Conference (Paper)
Keywords:	Islamic promotion; hedonic shopping motivation; positive emotion; impulse buying
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150305 Human Resources Management 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150310 Organisation and Management Theory 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150311 Organisational Behaviour 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Vivin Maharani Ekowati
Date Deposited:	04 May 2023 23:41

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