Encourage Impulse Buying on E-Commerce: Using Positive Emotion and Price Discount to Tapping Into Shoppers Desires Ira Valentina Silalahi (a*), Ratih Hurriyati (b), Bambang Widjajanta (c)
Department of Management, Universitas Pendidikan Indonesia, Bandung, Indonesia.
Abstract
The COVID-19 pandemic has changed consumer behavior in shopping towards digital rapidly. The high interest in online shopping cannot be separated from the contribution of several big cities in Indonesia. The purpose of this study is to find out how positive emotions and price discounts can influence shopper desires to encourage their impulse purchases in E-Commerce. This research using 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 non-probability sampling purposive sampling type. Data collection techniques using questionnaires and instrument testing techniques used are validity and reliability. Data were analyzed using 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 price discount on impulse buying in E-Commerce of 0.412 or 41.2%. Positive emotion has a significant effect on impulse buying in E-Commerce by 0.459 or 45.9% then price discount and positive emotion has a significant effect on impulse buying in E-Commerce by 0.475 or (47.5%).
