PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES PROMOTION TERHADAP IMPULSE BUYING MELALUI POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI
Studi pada Pengunjung Armada Town Square Mall Magelang
Abstract
This study aims to analyze the effect of hedonic shopping motivation and sales promotion on impulse buying with positive emotion as a mediating variable among visitors of Armada Town Square Mall Magelang. This research uses a quantitative approach with a survey method through questionnaires distributed to 150 respondents selected using a purposive sampling technique. Data analysis was conducted using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) with SmartPLS 4.1.1.6 software. The results show that hedonic shopping motivation and sales promotion have a positive and significant effect on impulse buying. In addition, both variables also have a positive and significant effect on positive emotion. Positive emotion is found to have a positive and significant effect on impulse buying. Furthermore, positive emotion is proven to mediate the relationship between hedonic shopping motivation and sales promotion toward impulse buying. These findings indicate that consumers’ positive emotions play an important role in strengthening impulsive buying behavior triggered by hedonic motivation and sales promotions. This study contributes theoretically to the development of the Stimulus–Organism–Response (S–O–R) model and enriches consumer behavior literature in the retail context. Practically, the findings can be used by shopping mall managers and tenants to design marketing strategies that create positive emotional experiences to enhance consumers’ impulse buying behavior.
Keywords:
Hedonic Shopping Motivation, Sales Promotion, Positive Emotion, Impulse Buying
References
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Duong, P. L., & Khuong, M. N. (2019). The effect of in-store marketing on tourists’ positive emotion and impulse buying behavior – An empirical study in Ho Chi Minh City, Vietnam. International Journal of Trade, Economics and Finance, 10(5), 119–125. https://doi.org/10.18178/ijtef.2019.10.5.648
Effendi, S., Faruqi, F., Mustika, M., & Salim, R. (2020). Pengaruh promosi penjualan, electronic word of mouth dan hedonic shopping motivation terhadap pembelian impulsif pada aplikasi Shopee. Jurnal Akuntansi dan Manajemen, 17(2), 22–31.
Fathurrizqi Aulia, R., & Thamrin, R. (2025). The effect of hedonic shopping motivation and shopping lifestyle on impulse buying through positive emotion as a mediating variable in Shopee e-commerce service users in Padang City. Santhet: Jurnal Sejarah, Pendidikan dan Humaniora.
Fazri, A. F., Arifin, R., & Primanto, A. B. (2020). Pengaruh visual merchandising, potongan harga, kualitas layanan, dan store atmosphere terhadap impulse buying melalui emosi positif sebagai variabel mediasi pada pembeli Toko Paradise (studi kasus pada masyarakat Kelurahan Sisir). Jurnal Ilmiah Riset Manajemen, 9(8), 82–94.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Fredrickson, B. L. (2001). The role of positive emotions in positive psychology: The broaden-and-build theory of positive emotions. American Psychologist, 56(3), 218–226. https://doi.org/10.1037/0003-066X.56.3.218
Gefen, D., Rigdon, E. E., & Straub, D. (2011). An update and extension to SEM guidelines for administrative and social science research. MIS Quarterly, 35(2), iii–xiv.
Ghozali, I., & Kusumadewi, K. A. (2023). Partial least squares – SmartPLS 4.0: Konsep, teknik, dan aplikasi menggunakan program SmartPLS 4.0 untuk penelitian empiris. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage.
Hamid, N., & Anwar, S. (2019). Aplikasi structural equation modeling (SEM) dalam penelitian manajemen. Jakarta: Prenadamedia Group.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Hidayat, M. A., Inggit, R., & Tryanti, R. (2018). Pengaruh shopping lifestyle dan fashion involvement terhadap impulse buying mahasiswa Politeknik Negeri Batam. Jurnal Manajemen.
Indriawan, M. R., & Santoso, I. (2023). Pengaruh sales promotion, content marketing, dan shopping lifestyle content creator TikTok terhadap keputusan impulse buying pada e-commerce Shopee. Jurnal Ekombis Review, 11(1), 905–914. https://doi.org/10.37676/ekombis.v11i1
Isen, A. M. (1999). Positive affect. In T. Dalgleish & M. J. Power (Eds.), Handbook of cognition and emotion (pp. 521–539). Wiley.
Japarianto, E., & Sugiharto, S. (2011). Pengaruh shopping lifestyle dan fashion involvement terhadap impulse buying behavior masyarakat high income Surabaya. Jurnal Manajemen Pemasaran, 6(1), 32–41.
Kholis, N., Hidayat, R., & Wibowo, A. (2023). The effect of store atmosphere and sales promotion on impulsive buying through positive emotional response. Kasetsart Journal of Social Sciences, 44(2), 456–465.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kotler, P., Keller, K. L., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2024).
Principles of marketing (Global Edition). Pearson.
Kumala, A. A. W., & Wardana, I. M. (2021). The role of positive emotion in mediating the effect of sales promotion towards impulse buying. Asian Journal of Humanities and Social Sciences Research, 5(1), 176–181. Retrieved from https://www.ajhssr.com/volume-5-issue-01/
Maulina, F., Badriyah, C. F., & Efendi, M. (2022). The effect of sales promotion and hedonic shopping on impulse buying on marketplace Shopee. International Research Journal of Economics and Management Studies.
Mosteller, F., & Tukey, J. W. (1977). Data analysis and regression: A second course in statistics. Reading, MA: Addison-Wesley.
Mutiara Sungkono, D., & Maskur, R. (2023). Pengaruh sales promotion, hedonic shopping motivation, dan shopping lifestyle terhadap impulse buying pada pengguna Tokopedia di Semarang. Jurnal Manajemen.
Ngantung, J. R. (2022). Pengaruh promosi penjualan melalui media sosial Instagram terhadap minat beli konsumen online shop sepatu lokal @SepatuCompass (Skripsi S1). Universitas Mercu Buana.
Ningrum, D., & Widanti, P. (2023). Effect of shopping lifestyle and sales promotion on impulse buying moderated by openness to experience. Jurnal Ekonomi & Bisnis.
Noerviana, N. (2023). Pengaruh hedonic shopping value dan sales promotion terhadap impulse buying dengan emosi positif sebagai variabel mediasi. Jurnal Administrasi Bisnis (JABis).
Populix. 2023. Indonesian Shopper Behavior on Promotion Week in the Face of Economic Uncertainty 2023. Populix. Diunduh dari https://info.populix.co/data-hub/reports/2023-02-indonesian-shopper- behavior-on-promotion-week pada tanggal 23 November 2025.
Putri, I. S. S., Raharso, S., & Suhaeni, T. (2021). Millennial generation’s music, moods, and impulsive buying: Empirical studies in minimarkets. Jurnal Penelitian Ekonomi dan Bisnis, 6(2), 107–120. https://doi.org/10.33633/jpeb.v6i2.4311
Rahadi, R. A. (2023). Metodologi penelitian bisnis dengan pendekatan PLS-SEM.
Jakarta: Penerbit Akademik.
Rauf, A., Qureshi, J. A., Khurshid, M. A., & Iqbal, M. (2023). Impulse buying behavior: A systematic literature review. International Journal of Consumer Studies, 47(3), 812–829. https://doi.org/10.1111/ijcs.12847
Rosyida, I., & Anjarwati, A. (2016). Pengaruh store atmosphere dan promosi penjualan terhadap pembelian impulsif dengan emosi positif sebagai variabel intervening. Jurnal Riset Manajemen.
Sanjaya, S. (2015). Pengaruh promosi dan merek terhadap keputusan pembelian pada PT. Sinar Sosro Medan. Jurnal Ilmiah Manajemen dan Bisnis, 16(2), 108–122. ISSN 1693-7619.
Agustin, S., Sugiarti, R., Hermawati, E., & Suhandi, A. (2025). The effect of hedonic shopping motivation on impulse buying through positive emotion as a mediating variable in Sociolla consumers in Tangerang. Jurnal Manajemen dan Bisnis.
Al Haqqi, H. M., Aurelia, C. F. S., & Tamin, M. (2025). The hedonic shopping and impulse buying: Understanding customer motivation in the e-commerce era. Global Advances in Business Studies, 4(2), 82–92. https://doi.org/10.55584/Gabs.004.02.3
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
Asosiasi Pengusaha Pusat Belanja Indonesia (APPBI). 2024. Pandemi berlalu, pengunjung mal meningkat sepanjang 2023. detikFinance. Diunduh dari https://finance.detik.com/berita-ekonomi-bisnis/d-7144811/pandemi- berlalu-pengunjung-mal-meningkat-sepanjang-2023 pada tanggal 23 November 2025.
Astuti, K.D. 2023. Survei Populix: 67 persen masyarakat Indonesia antusias sambut promosi belanja online. Pikiran Rakyat Koran. Diunduh dari https://koran.pikiran-rakyat.com/ekonomi/pr-3036300383/survei-populix- 67-persen-masyarakat-indonesia-antusias-sambut-promosi-belanja-online pada tanggal 20 November 2025.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644–656. https://doi.org/10.1086/209376
Badan Pusat Statistik. 2025. BPS: konsumsi rumah tangga pendorong utama pertumbuhan ekonomi 2024. ANTARA News. Diunduh dari https://www.antaranews.com/berita/4629329/bps-konsumsi-rumah-tangga- pendorong-utama-pertumbuhan-ekonomi-2024 pada tanggal 23 Desember 2025.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173– 1182
95
Chatterjee, R. S., Hameed, I., & Cham, T.-H. (2024). Cognitive and affective appraisal of online impulse buying: A multi-mediation approach. Journal of Marketing Analytics. https://doi.org/10.1057/s41270-024-00338-7
Chatterjee, S., Kar, A. K., Gupta, M. P., & Sharma, N. (2024). Exploring the role of website cues, need for touch, and visual appeal on hedonic shopping motivation in online retailing. Journal of Retailing and Consumer Services, 75, 103578. https://doi.org/10.1016/j.jretconser.2023.103578
Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204–217. https://doi.org/10.1016/j.im.2016.06.001
Duong, P. L., & Khuong, M. N. (2019). The effect of in-store marketing on tourists’ positive emotion and impulse buying behavior – An empirical study in Ho Chi Minh City, Vietnam. International Journal of Trade, Economics and Finance, 10(5), 119–125. https://doi.org/10.18178/ijtef.2019.10.5.648
Effendi, S., Faruqi, F., Mustika, M., & Salim, R. (2020). Pengaruh promosi penjualan, electronic word of mouth dan hedonic shopping motivation terhadap pembelian impulsif pada aplikasi Shopee. Jurnal Akuntansi dan Manajemen, 17(2), 22–31.
Fathurrizqi Aulia, R., & Thamrin, R. (2025). The effect of hedonic shopping motivation and shopping lifestyle on impulse buying through positive emotion as a mediating variable in Shopee e-commerce service users in Padang City. Santhet: Jurnal Sejarah, Pendidikan dan Humaniora.
Fazri, A. F., Arifin, R., & Primanto, A. B. (2020). Pengaruh visual merchandising, potongan harga, kualitas layanan, dan store atmosphere terhadap impulse buying melalui emosi positif sebagai variabel mediasi pada pembeli Toko Paradise (studi kasus pada masyarakat Kelurahan Sisir). Jurnal Ilmiah Riset Manajemen, 9(8), 82–94.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Fredrickson, B. L. (2001). The role of positive emotions in positive psychology: The broaden-and-build theory of positive emotions. American Psychologist, 56(3), 218–226. https://doi.org/10.1037/0003-066X.56.3.218
Gefen, D., Rigdon, E. E., & Straub, D. (2011). An update and extension to SEM guidelines for administrative and social science research. MIS Quarterly, 35(2), iii–xiv.
Ghozali, I., & Kusumadewi, K. A. (2023). Partial least squares – SmartPLS 4.0: Konsep, teknik, dan aplikasi menggunakan program SmartPLS 4.0 untuk penelitian empiris. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage.
Hamid, N., & Anwar, S. (2019). Aplikasi structural equation modeling (SEM) dalam penelitian manajemen. Jakarta: Prenadamedia Group.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Hidayat, M. A., Inggit, R., & Tryanti, R. (2018). Pengaruh shopping lifestyle dan fashion involvement terhadap impulse buying mahasiswa Politeknik Negeri Batam. Jurnal Manajemen.
Indriawan, M. R., & Santoso, I. (2023). Pengaruh sales promotion, content marketing, dan shopping lifestyle content creator TikTok terhadap keputusan impulse buying pada e-commerce Shopee. Jurnal Ekombis Review, 11(1), 905–914. https://doi.org/10.37676/ekombis.v11i1
Isen, A. M. (1999). Positive affect. In T. Dalgleish & M. J. Power (Eds.), Handbook of cognition and emotion (pp. 521–539). Wiley.
Japarianto, E., & Sugiharto, S. (2011). Pengaruh shopping lifestyle dan fashion involvement terhadap impulse buying behavior masyarakat high income Surabaya. Jurnal Manajemen Pemasaran, 6(1), 32–41.
Kholis, N., Hidayat, R., & Wibowo, A. (2023). The effect of store atmosphere and sales promotion on impulsive buying through positive emotional response. Kasetsart Journal of Social Sciences, 44(2), 456–465.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kotler, P., Keller, K. L., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2024).
Principles of marketing (Global Edition). Pearson.
Kumala, A. A. W., & Wardana, I. M. (2021). The role of positive emotion in mediating the effect of sales promotion towards impulse buying. Asian Journal of Humanities and Social Sciences Research, 5(1), 176–181. Retrieved from https://www.ajhssr.com/volume-5-issue-01/
Maulina, F., Badriyah, C. F., & Efendi, M. (2022). The effect of sales promotion and hedonic shopping on impulse buying on marketplace Shopee. International Research Journal of Economics and Management Studies.
Mosteller, F., & Tukey, J. W. (1977). Data analysis and regression: A second course in statistics. Reading, MA: Addison-Wesley.
Mutiara Sungkono, D., & Maskur, R. (2023). Pengaruh sales promotion, hedonic shopping motivation, dan shopping lifestyle terhadap impulse buying pada pengguna Tokopedia di Semarang. Jurnal Manajemen.
Ngantung, J. R. (2022). Pengaruh promosi penjualan melalui media sosial Instagram terhadap minat beli konsumen online shop sepatu lokal @SepatuCompass (Skripsi S1). Universitas Mercu Buana.
Ningrum, D., & Widanti, P. (2023). Effect of shopping lifestyle and sales promotion on impulse buying moderated by openness to experience. Jurnal Ekonomi & Bisnis.
Noerviana, N. (2023). Pengaruh hedonic shopping value dan sales promotion terhadap impulse buying dengan emosi positif sebagai variabel mediasi. Jurnal Administrasi Bisnis (JABis).
Populix. 2023. Indonesian Shopper Behavior on Promotion Week in the Face of Economic Uncertainty 2023. Populix. Diunduh dari https://info.populix.co/data-hub/reports/2023-02-indonesian-shopper- behavior-on-promotion-week pada tanggal 23 November 2025.
Putri, I. S. S., Raharso, S., & Suhaeni, T. (2021). Millennial generation’s music, moods, and impulsive buying: Empirical studies in minimarkets. Jurnal Penelitian Ekonomi dan Bisnis, 6(2), 107–120. https://doi.org/10.33633/jpeb.v6i2.4311
Rahadi, R. A. (2023). Metodologi penelitian bisnis dengan pendekatan PLS-SEM.
Jakarta: Penerbit Akademik.
Rauf, A., Qureshi, J. A., Khurshid, M. A., & Iqbal, M. (2023). Impulse buying behavior: A systematic literature review. International Journal of Consumer Studies, 47(3), 812–829. https://doi.org/10.1111/ijcs.12847
Rosyida, I., & Anjarwati, A. (2016). Pengaruh store atmosphere dan promosi penjualan terhadap pembelian impulsif dengan emosi positif sebagai variabel intervening. Jurnal Riset Manajemen.
Sanjaya, S. (2015). Pengaruh promosi dan merek terhadap keputusan pembelian pada PT. Sinar Sosro Medan. Jurnal Ilmiah Manajemen dan Bisnis, 16(2), 108–122. ISSN 1693-7619.
Published
2026-05-23
How to Cite
Latifa, A., Ariningsih, E. P., & Runanto, D. (2026). PENGARUH HEDONIC SHOPPING MOTIVATION DAN SALES PROMOTION TERHADAP IMPULSE BUYING MELALUI POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 9(2). https://doi.org/https://doi.org/10.36778/jesya.v9i2.2714
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Articles
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