Analisis peran emosi positif pada perilaku impulse buying Generasi Z Banyuwangi

Raka, Malik Azid, Supriyanto, Achmad Sani ORCID: https://orcid.org/0000-0003-1519-3258 and Firmansyah, Fani (2024) Analisis peran emosi positif pada perilaku impulse buying Generasi Z Banyuwangi. Jurnal Nusantara Aplikasi Manajemen Bisnis, 9 (1). pp. 134-151. ISSN 25280929

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Abstract

Research aim : This study aims to understand the effects of Islamic promotion, fashion involvement and hedonic shopping motivation on impulse buying by mediating positive emotions in Generation Z Banyuwangi.

Design/Methode/Approach : This type of research is explanatory research and a quantitative approach. The sampling technique used the slovin technique, resulting in a total of 400 respondents. The data source utilizes survey data from online questionnaires with a Likert scale of 1-4. The analysis technique includes outer model testing and inner model testing with SmartPLS.

Research Finding : The results of this study indicate that Islamic promotion, fashion involvement, hedonic shopping motivation and positive emotions have a positive and significant effect on impulse buying. Meanwhile, Islamic promotion and hedonic shopping motivation have a significant positive effect on impulse buying through positive emotions as mediation. However, the different results of positive emotions cannot mediate between fashion involvement and impulse buying.

Theoretical contribution/Originality : Using Islamic promotional variables to implement appropriate marketing according to Islam and positive emotions as mediating variables are expected to have a significant effect both directly and indirectly.

Practitionel/Policy implication : The implications of this research for e-commerce users as business actors, the use of Islamic promotions can encourage impulse buying among Generation Z in Banyuwangi Regency so as to increase sales of Muslim fashion products. For generation Z as consumers who shop with hedonic motives, fashion involvement, and positive emotions can trigger impulse buying, so that it has the potential for consumptive behavior.

Research limitation : This research focuses on the impulse buying of Banyuwangi Z generation consumers who have shopped through e-commerce.

Item Type:	Journal Article
Keywords:	Islamic Promotion; Fashion Involvement; Hedonic Shopping Motivation; Positive Emotions; Impulse Buying
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150301 Business Information Management (incl. Records, Knowledge and Information Management, and Intelligence) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development 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:	Dr Achmad Sani
Date Deposited:	24 Apr 2024 22:24

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