From Discounts to Impulse Buys: How Shopping Lifestyles and Positive Emotions Influence Consumer Behavior
DOI:
https://doi.org/10.58777/mbs.v2i2.341Keywords:
Discounts, Shopping Lifestyle, Positive Emotions, Impulsive BuyingAbstract
This study investigates how discounts and shopping lifestyle influence impulsive purchases among Shopee users in Central Jakarta, with positive emotions as an intervening variable and viewed from an Islamic perspective. A total of 144 respondents were selected using purposive sampling. Data was collected through a questionnaire-based survey and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) and SPSS. The findings revealed that discounts do not directly affect impulsive purchases but do have a significant positive impact on positive emotions. In contrast, shopping lifestyle significantly influences both impulsive purchases and positive emotions. Furthermore, positive emotions significantly impact impulsive buying behavior and mediate the relationship between discounts and impulsive purchases, as well as between shopping lifestyle and impulsive purchases. From a managerial standpoint, businesses can strategically offer discounts during holidays or weekends to trigger positive emotions and boost sales. Enhancing the overall shopping experience through appealing app interfaces, engaging content, and responsive customer service can foster positive emotions that drive impulsive purchases. From an Islamic perspective, ethical marketing practices that avoid deception and encourage moderation in consumption should be upheld, ensuring that promotional efforts align with Islamic principles of fairness, honesty, and responsible consumer behavior.
References
Andani, K. & Wahyono (2018). Influence of Sales Promotion, Hedonic Shopping Motivation, And Fashion Involvement Toward Impulse Buying Through A Positive Emotion. Management Analysis Journal, 7(4). 448-457. http://maj.unnes.ac.id.
Anggraini, N. A., & Anisa, F. (2020). Pengaruh Shopping Lifestyle Dan Fashion Involvement Terhadap Impulsive Buying Pada Konsumen Shopee Fashion Magelang Dengan Positive Emotion Sebagai Variabel Mediasi. Business and Economics Conference in Utilization of Modern Technology Magelang. 317-327.
Anggreani, D, D, A., & Suciarto, A, S. (2020). Pengaruh Gaya Hidup Berbelanja Dan Perilaku Hedonik Terhadap Pembelian Impulsif. JEMAP: Jurnal Ekonomi, Manajemen, Akuntansi, Dan Perpajakan. 3(1). 36-51.
Atika Andriani, L. (2021). Pengaruh Emosi Positif, Potongan Harga, Dan Kualitas Website Terhadap Pembelian Impulsif. Forum Ekonomi, 23(3), 454–462. http://journal.feb.unmul.ac.id/index.php/forumekonomi
Barona, E. L. R., Arif, M., & Jufrizen, J. (2023). Pengaruh Price Discount dan Hedonic Shopping Motivation terhadap Impulse Buying Dimediasi Positive Emotion. Journal of Education, Humaniora and Social Sciences (JEHSS), 6(1), 485–495. https://doi.org/10.34007/jehss.v6i1.1906
Cantikasari, Y., & Basiya, R. (2022). Pengaruh Motivasi Hedonis, Materialisme, Dan Shopping Lifestyle Terhadap Pembelian Impulsif. Jurnal Ekonomi Manajemen Dan Bisnis. 23(2). 33-43.
David Ramdansyah, A., Nupus, H., & Artikel, S. (2022). Pengaruh Merchandising Dan Price Discount Terhadap Impulse Buying Melalui Emosi Positif Sebagai Intervening. Jurnal INTECH Teknik Industri Universitas Serang Raya, 8, 171–181. https://doi.org/10.30656/intech.v8i2.4837
Detanatasya, K., & Maridjo, H. (2022). Analysis of The Effect of Store Atmosphere, Price Discount, And Sale Person on Impulse Buying, With Shopping Lifestyle And Emotional Response As Mediation Variables Study On UNIQLO Products Consumers In Yogyakarta. Budapest International Research and Critics Institute-Journal. 5(1).6101-6109. https://doi.org/10.33258/birci.v5i1.4332.
Fauziyah, W, N., & Julaeha, L, S. (2022). Pengaruh Desain Kemasan Terhadap Pembelian Impulsif Yang Dimediasi Emosi Positif. Jurnal Ilmiah Wahana Pendidikan. 8(7). 111-122.
Firmansyah, M. A. (2018). Perilaku Konsumen. Deepublish. https://www.researchgate.net/publication/329587407
Gunawan, G. T., & Sitinjak, T. (2018). Pengaruh Keterlibatan Fashion Dan Gaya Hidup Berbelanja Terhadap Pembelian Impulsif (Studi Terhadap Remaja Dan Pemuda Dki Jakarta). Manajemen Pemasaran. 7(2). 109-123.
Hasim, M., & Lestari, R. B. (2022). Pengaruh Potongan Harga, Motivasi Belanja Hedonis, E-WOM Dan Gaya Hidup Berbelanja Terhadap Impulse Buying Di Tokopedia. Jurnal Ilmiah Ekonomi Dan Bisnis Universitas Multi Data Palembang. 12(1). 59-69.
Hawkins, D. I., Mothersbaugh, D. L., & Kleiser, S. B. (2020). Consumer Behavior: Building Marketing Strategy. Mcgraw-Hill Education.
Ikhsan, B, S. (2019). Pengaruh Price Discount Dan Store Atmosphere Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Mediasi Pada Konsumen Ritel Minimarket Kota Yogyakarta. Jurnal Ilmu Manajemen. 16(1). 35-47.
Isnaini, M., & Rahmidani, R. (2021). Pengaruh Store Atmosphere Dan Price Discount Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening Pada Produk Fashion. Jurnal Pendidikan Ekonomi. 4(1), 10-24. http://ejournal.unp.ac.id/students/index.php/pek/index
Ittaqullah, N., Madjid, R., & Suleman, N, R. (2020). The Effects of Mobile Marketing, Discount, And Lifestyle on Consumers’ Impulse Buying Behavior In Online Marketplace. International Journal of Scientific & Technology Research. 9(3). 1569-1577. www.ijstr.org.
Kusnanto, D., Haq, A, A, F., & Fahmi, I, S. (2020). Pengaruh Potongan Harga Terhadap Pembelian Impulsif Pada Pengguna Aplikasi Grab (Grabfood). Jurnal Manajemen, 12(1), 1–9. http://journal.feb.unmul.ac.id/index.php/jurnalmanajemen
Larasati, K. L. D., & Yasa, N. N. K. (2021). The Role of Positive Emotion in Mediating the Effect Of Price Discount On Impulse Buying Indomaret Customers In Denpasar City, Indonesia. European Journal of Management and Marketing Studies, 6(2). https://doi.org/10.46827/ejmms.v6i2.1009
Lestari, S. I. P. (2018). Pengaruh Price Discount Dan Bonus Pack Terhadap Impulse Buying Melalui Nilai Hedonik Di Carrefour Surakarta. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 7(2), 129. https://doi.org/10.30588/jmp.v7i2.362
Noor, Z. Z. (2020). The Effect of Price Discount and In-Store Display on Impulse Buying. Sosiohumaniora, 22(2). https://doi.org/10.24198/sosiohumaniora.v22i2.26720
Noviasih, E., Welsa, H., & Cahyani, P. D. (2021). Pengaruh Price Discount dan Kualitas Website terhadap Impulse Buying melalui Hedonic Shopping Motivation sebagai variabel intervening. Journal of Education, Humaniora and Social Sciences (JEHSS), 4(2), 91–102.
Putro, W, R, A., Nugraha, K, S, W., Wulandari, G. A., Endhiarto, T., Wicaksono, G. (2023). Mampukah Positive Emotion Memediasi Shopping Lifestyle Dan Hedonic Shopping Value Terhadap Impulse Buying Generasi Z? Pros Sem Nas S.R.I. 1(1). 68-78. https://iprice.co.id/
Salim, A., & Fermayani, R. (2021). Pengaruh Potongan Harga, Promosi Penjualan, Tampilan Dalam Toko Terhadap Keputusan Pembelian Impulsif Konsumen Matahari Departement Store Padang. Menara Ekonomi. 7(3). 1-14. https://www.matahari.com
Salsafira, N., & Trianasari, N. (2022). The Effect of Price Discount on Impulse Buying Behavior (Study on E-Commerce Sociolla). Budapest International Research and Critics Institute-Journal (BIRCI-Journal). 5(2). 14012-14026. https://doi.org/10.33258/birci.v5i2.5265
Saputra, I., Kuswardani, D, C., & Rusdianti, E. (2021). Peran Konsumsi Hedonis Dan Emosi Positif Belanja Dalam Meningkatkan Pembelian Impulsif. Jurnal Riset Ekonomi Dan Bisnis. 14(2). 108-116.
Siti Harfiyah, R., & Firmantyas Putri Pertiwi, I. (2022). Pengaruh Store Atmosphere, Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening. Social Science Studies, 2(3), 215–239. https://doi.org/10.47153/sss23.3862022
Sopiyan, P., & Kusumadewi, R. N. (2020). Pengaruh Shopping Lifestyle Dan Positive Emotion Terhadap Impulse Buying. Coopetition: Jurnal Ilmiah Manajemen. 11(3). 207-216.
Sugiyono. (2019). Metode Penelitian Kualitatif, Kuantitatif Dan Rnd. Alfabeta
Suryana, R. H. A., & Sari, D. K. (2021). Effect of Visual Merchandising, Store Atmosphere, And Price Discount on Impulse Buying with Positive Emotion as Intervening Variable. Academia Open, 4. https://doi.org/10.21070/acopen.5.2021.2596
Trisna Pratiwi, V. (2023). Peran Positive Emotion Dalam Memediasi Hedonic Shopping Dan Shopping Lifestyle Terhadap Impulse Buying. Jurnal Mirai Management, 8(2), 221–233.
Ulul Fauzi, L., & Welsa, H. (2019). Pengaruh Hedonic Shopping Value Dan Shopping Lifestyle Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening. JBTI: Jurnal Bisnis: Teori Dan Implementasi, 10, 150–160. http://journal.umy.ac.id/index.php/bti
Wardah, N, A. & Harti (2021). Pengaruh Gaya Hidup Berbelanja Dan Promosi Penjualan Terhadap Pembelian Impulsif Avoskin Di Shopee. MANDAR: Management Development and Applied Research Journal. 4 (1). 121-132.
Wulandari, A, T., Insan, M, I., & Sudrajat, A. (2021). Pengaruh Electronic Word of Mouth Dan Potongan Harga Terhadap Pembelian Impulsif Produk Skincare. Jurnal Ilmu Manajemen 9, 844-851.
Zusrony, E. (2021). Perilaku Konsumen Di Era Modern. Yayasan Prima Agus Teknik.
Downloads
Published
How to Cite
Issue
Section
Copyright (c) 2025 Muhammad Zaki, Zainal Zawir Simon
This work is licensed under a CC Attribution-ShareAlike 4.0

