The Effect of Hedonic Consumption Tendency on Online Impulse Buying through Positive Emotion on the Flash Sale Marketplace on Millennial Generation
DOI:
https://doi.org/10.18502/kss.v9i4.15072Abstract
In today’s era, offline shopping behavior has changed to online one, in order to increase the development of e-commerce platforms. Even online shopping activities are no longer a necessity. Now it is a hobby, especially for the millennial generation. This phenomenon happened because shopping activities can provide a pleasant experience for themselves. It makes consumers choose attractive online shopping places. One of them is the marketplace that offers flash sales. With the availability of various kinds of products and big discount offers or hot deals, it is easy for consumers to make online purchases spontaneously. It is mainly when they are influenced by a pleasant mood that will increase their desire to shop higher. The study aims to determine the effect of hedonic consumption tendency on online impulse buying through positive emotion on the millennial generation. PLS was used to analyze the data. The total number of respondents for this research were 252. The results of the study show that there is a positive and significant influence between hedonic consumption tendency toward online impulse buying, positive emotion toward online impulse buying, hedonic consumption tendency toward positive emotion, also there is a significant difference between hedonic consumption tendency toward online impulse buying through positive emotion in flash sale marketplace studies on the millennial generation.
Keywords: hedonic consumption tendency, online impulse buying, positive emotion
References
Alrubaiee L, Alshaibi H, Al-bayati Y. Relationship between B2B E-Commerce benefits, E-marketplace usage and supply chain management. Global Journal of Management and Business Research. 2012;12(9):22-36. Dari https://globaljournals.org/GJMBR_Volume12/4-Relationship-between-B2B-ECommerce. pdf
Amiri F, Jalal J, Mohsen S, Tohid A. Evalualuation of effective fashionsm involvement facors effects on impulse buying of costumers and condition of interrelation between these factors. Journal of Basic and Apllied Scientific Research. 2012;2(9):9413-9419. Dari https://www.semanticscholar.org/paper/Evaluation-of-Effective-Fashionism- Involvement-on-Amiri-Jasour/63bbcf39307c16c75c17b10d2ad0c2e66152ef32
Bayley G, Nancarrow C. Impulse purchasing: A qualitative exploration of the phenomenon. Qual Mark Res. 1998;1(2):99–114. DOI: https://doi.org/10.1108/13522759810214271
Beatty SE, Ferrell ME. Impulse buying: Modeling its precursors. Journal of Retailing. 1998;74(2):169-191. Dari https://psycnet.apa.org/doi/10.1016/S0022-4359(99)80092-X DOI: https://doi.org/10.1016/S0022-4359(99)80092-X
Chih WH, Wu CH, Li HJ. The antecedents of consumer online buying impulsiveness on a travel website: Individual internal factor perspectives. Journal of Travel & Tourism Marketing. 2012. Dari https://scihub.wikicn.top/10.1080/10548408.2012.691393 DOI: https://doi.org/10.1080/10548408.2012.691393
Dananjaya IG, Suparna G. Hedonic consumption tendency dan impulse buying Pelanggan Produk Fashion di Mall Bali Galeria. E-Jurnal Manajemen Unud. 2016;5(4):2250-2282. Dari https://media.neliti.com/media/publications/254937- hedonic-consumption-tendency-dan-impulse-28cc7323.pdf
Dey DK, Srivastava A. impulse buying intentions of young consumers from a hedonic shopping perspective. J Indian Bus Res. 2017;9(4):266–282. DOI: https://doi.org/10.1108/JIBR-02-2017-0018
Donovan RJ, Rossiter JR. Store atmosphere: An environmental psychology approach. Journal of Retailing. 1982;58(1):34-57. Dari https://www.researchgate.net/profile/Robert-Donovan-2/publication/ 248766608_Store_Atmosphere_An_Environmental_Psychology_Approach/links/ 5a38c3ef0f7e9b7c48700249/Store-Atmosphere-An-Environmental-Psychology- Approach.pdf
Ferreira MC, Brandao MM, Bizarrias FS. Understanding consumer’s responses to negative emotions related to crowding on satisfaction and impulse purchase in retail: The mediating role of coping. Revista de Administracao. 2017;52(4):431–442. Dari https://www.sciencedirect.com/science/article/pii/S008021071730184X DOI: https://doi.org/10.1016/j.rausp.2017.08.005
Ghozali I. Partial Least Squares Konsep, Metode dan Aplikasi Menggunakan Program WarpPLS 4.0. Semarang: Universitas Diponegoro; 2014.
Haq MA, Abbasi S. Indirect impact of hedonic consumption and emotions on impulse purchase behavior: A double mediation model. Journal of Management Sciences. 2016;3(2):108–122. DOI: https://doi.org/10.20547/jms.2014.1603202
Hausman A. A multi-method investigation of consumer motivations in impulse buying behavior. J Consum Mark. 2000;17(5):403–416. DOI: https://doi.org/10.1108/07363760010341045
Iprice Insight. Peta E-Commerce Indonesia. 2020. Dari https://iprice.co.id/insights/mapofecommerce/. Diakses pada 19 September 2020.
Japarianto E, Yanthi D. Analisis Pengaruh Hedonic Shopping Tendency dan Visual Merchandising terhadap Impulse Buying dengan Positive Emotion sebagai Variabel Intervaning pada Area Ladies Matahari Department Store Tunjungan Plaza Surabaya. Jurnal Manajemen Pemasaran Petra. 2014;2(2). Dari https://media.neliti.com/media/publications/140594-ID-analisis-pengaruh-hedonicshopping- tende.pdf
Jayabuana NN. Shopee Perkuat Basis Konsumen Milenial. Teknologi Bisnis.com (Online). 2018. Dari https://teknologi.bisnis.com/read/20180208/105/736127/shopeeperkuat- basis-konsumen-milenial
Jeko IR. Shopee, Aplikasi Belanja Online C2C Meluncur di Indonesia. Liputan 6 (Online). 2015. Dari https://www.liputan6.com/tekno/read/2379136/shopee-aplikasibelanja- online-c2c-meluncur-di-indonesia
Jung Chang H, Yan RN, Eckman M. Moderating effects of situational characteristics on impulse buying. Int J Retail Distrib Manag. 2014;42(4):298–314.v DOI: https://doi.org/10.1108/IJRDM-04-2013-0074
Kementerian Pemberdayaan Perempuan dan Perlindungan Anak. Statistik Gender Tematik: Profil Generasi Milenial Indonesia. Jakarta: Kementerian Pemberdayaan Perempuan dan Perlindungan Anak. 2018.
Paramita AO, Arifin Z, Sunarti. Pengaruh Nilai Belanja Hedonis Terhadap Pembelian Impulsif Pada Toko Online Dengan Emosi Positif Sebagai Variabel Perantara. Jurnal Administrasi Bisnis. 2014;8(2). Dari http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/373
Park EJ, Kim EY, Forney JC. A structural model of fashion-oriented impulse buying behavior. Journal of Fashion Marketing and Management: An International Journal. 2006. Dari https://scihub.wikicn.top/10.1108/13612020610701965
Primadhyta S. Generasi Millenial RI Paling Impulsif Belanja Barang Mewah. CNN Indonesia (Online). 2015. Dari https://www.cnnindonesia.com/ekonomi/20151102182452-92-88999/generasimillenial- ri-paling-impulsif-belanja-barang-mewah
Rook DW. The buying impulse. J Consum Res. 1987;14(2):189–199. DOI: https://doi.org/10.1086/209105
Rumyeni, Haq AA. Pengaruh Sales Promotion terhadap Perilaku Pembelian secara Impulse Buying Wanita Bekerja pada Matahari Department Store Plaza Citra Pekanbaru. Jurnal Aplikasi Bisnis. 2014;4(2). https://repository.unri.ac.id/jspui/ bitstream/123456789/4999/1/JURNAL%20ARINI%20AL%20HAQ.pdf
Shopee Indonesia. Dari https://shopee.co.id/flash_sale. Diakses pada 19 September 2020.
Syarizka D. Shopee Layani 900.000 Order Per Hari di Indonesia. Teknologi bisnis.com (Online). 2019. Dari https://teknologi.bisnis.com/read/20190304/266/ 895740/shopee-layani-900.000-order-per-hari-di-indonesia
Vazivehdoost H, Rahnama A, Mousaviyan SJ. Evaluation of the influence of fashion involvement, personality characteristics, tendency to hedonic consumption and store environment on fashion-oriented impulse buying. Mediterr J Soc Sci. 2014; https://doi.org/10.5901/mjss.2014.v5n16p223. DOI: https://doi.org/10.5901/mjss.2014.v5n16p223
Verhagen T, Van Dolen W. The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Inf Manage. 2011;48(8):320–327. DOI: https://doi.org/10.1016/j.im.2011.08.001
Verplanken B, Sato A. The psychology of impulse buying: An integrative selfregulation approach. J Consum Policy (Dordr). 2011;34(2):197–210. DOI: https://doi.org/10.1007/s10603-011-9158-5
Wasaya A, Khan B, Mahmood MS. Impact of brand equity, advertisement and hedonic consumption tendencies on cognitive dissonance: A mediation study. International Journal of Marketing Studies. 2016. Dari https://scihub.wikicn.top/10.5539/ijms.v8n3p154 DOI: https://doi.org/10.5539/ijms.v8n3p154
