PERAN POSITIVE EMOTION DALAM MEMEDIASI PENGARUH SALES PROMOTION TERHADAP IMPULSE BUYING KONSUMEN SILVERQUEEN

Rendy Alpiansyah Sadikin; Vita  Dhameria

doi:10.34127/jrlab.v14i3.1734

Authors

Rendy Alpiansyah Sadikin Universitas Jenderal Achmad Yani Cimahi
Vita Dhameria Universitas Jenderal Achmad Yani Cimahi

DOI:

https://doi.org/10.34127/jrlab.v14i3.1734

Keywords:

Sales Promotion, Positive Emotion, Impulse Buying

Abstract

This research endeavors to explore the role of positive feelings as an intermediary connection between promotional offers and the spontaneous purchasing behaviors of Silverqueen customers. The selection of participants was based on specific criteria, focusing on adult men and women residing in Cimahi City to gather sample data. The participants were adults above 18 years with a history of unplanned purchases. The survey included a total of 90 participants. A questionnaire using the Likert scale was distributed via Google Forms, followed by simple, multiple, and Sobel regression statistical analyses. The research results indicated that promotional offers have a notable and favorable influence on creating positive emotional responses. Also, promotional offers have a considerable and favorable influence on consumers' tendency to make spontaneous purchases. It was verified that positive feelings significantly and positively influence spontaneous buying decisions. Furthermore, positive feelings effectively bridge the gap between promotional strategies and the encouragement of spontaneous purchases. The results are anticipated to enrich future investigations and provide insights to related business sectors aiming to boost consumers' inclination to make impulse purchases.

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PERAN POSITIVE EMOTION DALAM MEMEDIASI PENGARUH SALES PROMOTION TERHADAP IMPULSE BUYING KONSUMEN SILVERQUEEN

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