Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh hedonic consumption tendency dan scarcity message terhadap impulsive buying dengan positive emotions sebagai variabel mediasi pada pengguna platform Shopee di Banda Aceh. Populasi dalam penelitian ini adalah pengguna Shopee di Banda Aceh, dengan jumlah sampel sebanyak 210 responden yang diperoleh menggunakan teknik accidental sampling. Analisis data dilakukan dengan menggunakan model persamaan struktural (Structural Equation Modeling, SEM) berbantuan program SmartPLS 3.
Hasil penelitian menunjukkan bahwa hedonic consumption tendency berpengaruh positif dan signifikan terhadap impulsive buying maupun positive emotions. Scarcity message berpengaruh positif dan signifikan terhadap impulsive buying, namun tidak berpengaruh signifikan terhadap positive emotions. Sementara itu, positive emotions berpengaruh positif dan signifikan terhadap impulsive buying. Hasil ini juga menunjukkan bahwa positive emotions mampu memediasi secara parsial pengaruh hedonic consumption tendency terhadap impulsive buying. Namun, positive emotions tidak memediasi pengaruh scarcity message terhadap impulsive buying secara signifikan.


Kata kunci: Hedonic consumption tendency, scarcity message, positive emotions, impulsive buying.

This study aims to examine the influence of hedonic consumption tendency and scarcity message on impulsive buying, with positive emotions as a mediating variable among Shopee users in Banda Aceh. The population in this study consists of Shopee users in Banda Aceh, with a sample of 210 respondents selected using accidental sampling technique. Data analysis was conducted using Structural Equation Modeling (SEM) with the assistance of the SmartPLS 3 program. The results show that hedonic consumption tendency has a positive and significant effect on both impulsive buying and positive emotions. Scarcity message has a positive and significant effect on impulsive buying, but does not significantly influence positive emotions. Furthermore, positive emotions have a positive and significant effect on impulsive buying. The findings also indicate that positive emotions partially mediate the relationship between hedonic consumption tendency and impulsive buying. However, positive emotions do not significantly mediate the effect of scarcity message on impulsive buying. Keywords: Hedonic consumption tendency, scarcity message, positive emotions, impulsive buying.