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Encourage Impulse Buying on E-commerce: Using Positive Emotion and Price Discount to Tapping into Shoppers Desires

In: Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

Author

Listed:
  • Ira Valentina Silalahi

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Bambang Widjajanta

    (Universitas Pendidikan Indonesia)

Abstract

The COVID-19 pandemic has changed consumer behavior in shopping digital rapidly. The high interest in online shopping cannot be separated from the contribution of several big cities in Indonesia. This study aims to find out how positive emotions and price discounts can influence shoppers’ desires to encourage impulse purchases in E-Commerce. This research uses descriptive and verification research methods with a quantitative approach. The data used in this study was collected by distributing questionnaires to 270 respondents who had shopped at E-Commerce. The sampling technique used is the non-probability sampling purposive sampling type. Data collection techniques using questionnaires and instrument testing techniques used are validity and reliability tests. Data were analyzed using the classical assumption test technique, multiple linear regression analysis, correlation coefficient, determination, t-test, and F test. Based on the test results, it was obtained that there was a significant effect of a price discount on impulse buying in E-Commerce. Positive emotion has a significant effect on impulse buying in E-Commerce, then price discount, and positive emotion has a significant effect on impulse buying in E-Commerce.

Suggested Citation

  • Ira Valentina Silalahi & Ratih Hurriyati & Bambang Widjajanta, 2024. "Encourage Impulse Buying on E-commerce: Using Positive Emotion and Price Discount to Tapping into Shoppers Desires," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Ade Gafar Abdullah & Sulastri & Lisnawati & Yusuf Murtadlo (ed.), Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), pages 850-861, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-234-7_88
    DOI: 10.2991/978-94-6463-234-7_88
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