Apakah Konsumen Impulsif dalam Membeli Makanan melalui Aplikasi Daring?  Implikasi Promosi oleh Aplikasi Gojek, Emosi Positif, dan Minat Hedonis terhadap Pembelian Impulsif

Jean Richard Jokhu; Hannida Vena  Charisma

doi:10.26740/jim.v10n3.p881-892

Penulis

Jean Richard Jokhu President University
Hannida Vena Charisma President University

DOI:

https://doi.org/10.26740/jim.v10n3.p881-892

Kata Kunci:

hedonis intentinon, impulsive buying, positive emotion, promotion, purchase behavior

Abstrak

The growth of technology in industry 4.0 provides convenience in all aspects of people's lives which causes the emergence of fast-paced and easy-to-use lifestyles. This research scrutinize the impact of promotion toward impulsive behavior on go food user. Using SOR (Stimulus – Organisms – Response) model we introduce two intervening variable, positive emotion and hedonic intention, to mediate the relationship between promotion and impulsive behavior. This research used SEM PLS (Structural Equation Modelling Partial Least Square) to explain the overall model in our research. Total 325 respondents successfully collected in greater area of Jakarta or Jabodetabek. Our research shows that Promotion without any positive emotion and hedonic intention as mediator will not affect impulsive behavior on Go Food User.

Referensi

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