Pengaruh Shopping lifestyle, Fashion involvement Dan Hedonic Shopping Motivation Terhadap Impulse Buying Melalui Positive Emotion Pada Konsumen Produk Fashion Di TikTok Shop

Pradipta Cahyaningtyas; Sri Setya Handayani

doi:10.47709/jebma.v6i3.9485

Authors

Pradipta Cahyaningtyas Universitas Gunadarma
Sri Setya Handayani Universitas Gunadarma

DOI:

https://doi.org/10.47709/jebma.v6i3.9485

Keywords:

Fashion Involvement, Hedonic Shopping Motivation, Impulse Buying, Positive Emotion, Shopping Lifestyle

Abstract

Perkembangan social commerce menjadikan TikTok Shop sebagai salah satu platform yang memberikan kemudahan bagi konsumen dalam melakukan aktivitas berbelanja sehingga mendorong terjadinya impulse buying. Tujuan penelitian ini adalah menganalisis pengaruh shopping lifestyle, fashion involvement, dan hedonic shopping motivation terhadap positive emotion dan impulse buying pada konsumen produk fashion di TikTok Shop, serta menganalisis peran positive emotion sebagai variabel mediasi. Penelitian ini menggunakan data primer yang diperoleh melalui penyebaran kuesioner online kepada 135 responden di Jabodetabek yang merupakan konsumen produk fashion di TikTok Shop. Pengambilan sampel dilakukan dengan teknik non-probability sampling melalui pendekatan purposive sampling. Analisis data dilakukan menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa shopping lifestyle, fashion involvement, dan hedonic shopping motivation berpengaruh positif dan signifikan terhadap positive emotion serta impulse buying. Positive emotion juga berpengaruh positif dan signifikan terhadap impulse buying serta berperan sebagai variabel mediasi dalam hubungan antara shopping lifestyle, fashion involvement, dan hedonic shopping motivation terhadap impulse buying. Penelitian ini memberikan kontribusi terhadap pengembangan literatur perilaku konsumen pada platform social commerce, khususnya terkait pengaruh shopping lifestyle, fashion involvement, dan hedonic shopping motivation terhadap impulse buying melalui positive emotion, serta memberikan implikasi praktis bagi pelaku usaha produk fashion di TikTok Shop dalam meningkatkan kecenderungan pembelian impulsif melalui optimalisasi strategi pemasaran, penyediaan produk yang mengikuti tren dan berkualitas, pemanfaatan fitur live shopping, penyajian konten yang menarik, serta penciptaan pengalaman berbelanja yang mampu membangun positive emotion konsumen.

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