The Impact of Psychological Factors and Marketing Strategies on Impulsive Customer Behavior in Indonesian E-Commerce

Ni Luh Putu INDIANI; Ida Bagus Udayana  PUTRA; Ida Ayu  SURASMI; Ni Luh Aria Sukma  DEWI; Nyoman Indra  WIRATAMA

doi:10.38142/jtep.v4i4.1196

Authors

Ni Luh Putu INDIANI Warmadewa University, Indonesia
Ida Bagus Udayana PUTRA Warmadewa University, Indonesia
Ida Ayu SURASMI Warmadewa University, Indonesia
Ni Luh Aria Sukma DEWI Warmadewa University, Indonesia
Nyoman Indra WIRATAMA Warmadewa University, Indonesia

DOI:

https://doi.org/10.38142/jtep.v4i4.1196

Keywords:

E-commerce, Sales promotion, Hedonic shopping motivation, Impulse buying, Positive emotion

Abstract

E-commerce in Indonesia has grown rapidly, becoming essential as more people prefer online shopping. A Populix (2023) survey indicates Indonesians tend to make unplanned purchases. Impulse buying is driven by external factors like sales promotions and internal factors like hedonic shopping motivation, with positive emotions mediating this effect. This study analyzes how sales promotions and hedonic shopping motivation influence impulse buying in e-commerce, with positive emotion serving as an intervening variable. The method used in this research is quantitative with a questionnaire carried out systematically following the research objectives. The population in this study was Indonesian people who had used e-commerce for online shopping, with 120 respondents. This study uses a 5-point Likert scale and PLS-based SEM for analysis. Results indicate that (1) sales promotion and (2) hedonic shopping motivation both positively affect impulse buying; (3) sales promotion and (4) hedonic shopping motivation positively influence positive emotions; (5) positive emotions, in turn, increase impulse buying; (6) positive emotion thoroughly explains the link between sales promotion and impulse buying; (7) it partially explains the effect of hedonic motivation on impulse buying. Recommendations suggest e-commerce should consider psychological factors and consumer motivation in marketing strategies, and future research could explore factors like celebrity endorsers, shopping lifestyle, and advertising.

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