Proceedings of the 3rd Beehive International Social Innovation Conference, BISIC 2020, 3-4 October 2020, Bengkulu, Indonesia

Research Article

The Effect of Shopping Lifestyle, Fashion Involvement and Sales Promotion on Positive Emotions

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  • @INPROCEEDINGS{10.4108/eai.3-10-2020.2306591,
        author={Laurra  Laurra and Teddy  Oswari and Erni  Hastuti and Melvi  Yansi},
        title={The Effect of Shopping Lifestyle, Fashion Involvement and Sales Promotion on Positive Emotions},
        proceedings={Proceedings of the 3rd Beehive  International Social Innovation Conference, BISIC 2020, 3-4 October 2020, Bengkulu, Indonesia},
        publisher={EAI},
        proceedings_a={BISIC},
        year={2021},
        month={5},
        keywords={shopping lifestyle; fashion involvement; sales promotion; positive emotion; impulse buying},
        doi={10.4108/eai.3-10-2020.2306591}
    }
    
  • Laurra Laurra
    Teddy Oswari
    Erni Hastuti
    Melvi Yansi
    Year: 2021
    The Effect of Shopping Lifestyle, Fashion Involvement and Sales Promotion on Positive Emotions
    BISIC
    EAI
    DOI: 10.4108/eai.3-10-2020.2306591
Laurra Laurra1,*, Teddy Oswari1, Erni Hastuti2, Melvi Yansi3
  • 1: Faculty of Economics, Gunadarma University
  • 2: Faculty of Letters and Culture, Gunadarma University
  • 3: Faculty of Economics, Prof. University. Dr. Hazairin, SH Bengkulu
*Contact email: laurraester@gmail.com

Abstract

The purpose of this study was to determine the effect of Shopping Lifestyle, Fashion Involvement and Sales Promotion on Impulse Buying with Positive Emotion as an Intervening Variable in the Consumer of Bukalapak Online Shop in Bekasi. Data collection techniques with distributing questionnaires based on The maximum likelihood estimation (MLE) technique is 150 respondents. At the analysis stage, analysis of the validity and reliability test, normality test, Analysis of Structural Equation Model (SEM), Validity Test of Convergence, and Model Causality Test. The results showed thatShopping Lifestyle for Positive Emotion, Sales Promotion for Positive Emotion, Positive Emotion for Impulse Buying, Shopping Lifestyle for Impulse Buying through Positive Emotion and Sales Promotion for Impulse Buying through Positive Emotion are influential in this study. Meanwhile, the variable Fashion Involvement on Positive Emotion and Fashion Involvement on Impulse Buying through Positive Emotion had no effect in this study.