DOI: https://doi.org/10.9744/pemasaran.14.2.67-76

PERAN POSITIVE EMOTION SEBAGAI INTERVENING VARIABLE ANTARA SALES PROMOTION DAN IMPULSIVE BUYING BEHAVIOUR PADA PENGGUNA E-WALLET PENGUNJUNG TUNJUNGAN PLAZA SURABAYA

Monica Febria, Adrie Oktavio

Abstract


Penelitian ini mengamati perilaku pembelian impulsif pengunjung Tunjungan Plaza Surabaya yang menggunakan aplikasi e-wallet sebagai metode pembayarannya. Penelitian ini menggunakan metode kuantitatif dan jenis datanya adalah data primer dengan skala Likert 5 poin melalui penyebaran kuesioner dan datanya diolah menggunakan Smart-PLS 3.0. Sebanyak 103 sampel berhasil didapatkan dari penyebaran kuesioner tersebut dan hasil penelitian ini menunjukkan fakta bahwa sales promotion tidak berpengaruh secara langsung terhadap impulsive buying behavior, melainkan melalui positive emotion sebagai variabel intervening.

Keywords


Sales promotion; positive emotion; impulsive buying behavior; e-wallet

Full Text:

PDF

References


Aini, Q., Suharyono, S., & Hidayat, K. (2016). Pengaruh atmosfer toko dan promosi penjualan terhadap shopping emotion dan pembelian tidak terencana (Survei terhadap konsumen Giant Hypermarket Mall Olympic Garden). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 37(1), 164–170.

Alfarizi, R. A., Rachma, N., & Hufron, M. (2019). Pengaruh promosi penjualan dan atmosfer toko terhadap pembelian impulsif dengan emosi positif sebagai variabel intervening pada konsumen Superindo Tlogomas Malang. Riset Manajemen.

Amiri, F., Jasour, J., Pour, S., & Mohsen, A. (2012). Evaluation of effective fashionism involment factors effects on impulse buying of customer and condition of interrelation between these factors. Journal of Basic and Applied Scientific Research, 2(2), 1–9.

Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184–206. https://doi.org/10.1177/0092070399272005

Baron, R. A., Byrne, D., & Branscombe, N. R. (2006). Social psychology. Social psychology (11th ed.). (11th ed.). Prentice Hall.

Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169–191. https://doi.org/10.1016/S0022-4359(99)80092-X

Blattberg, R., & Neslin, S. (1990). Sales promotion: Concepts, methods and strategies. Englewood Cliffs, NJ: Prentice Hall (2nd ed.). New Jersey: Prentice Hall.

Cascio, W. F., & Montealegre, R. (2016). How technology is changing work and organizations. Annual Review of Organizational Psychology and Organizational Behavior, 3(1), 349–375. https://doi.org/10.1146/annurev-orgpsych-041015-062352

Chih-Yi, W., & Chien-Ping, C. (2016). The effects of store atmosphere and sales promotion on purchase intention - perceived customer mood as a mediator. Business Research Review, 2(1), 33–50. Retrieved from http://brr-net.com/issues/Vol_2_No_1_June_2016/3.pdf

Clover, V. T. (1950). Relative importance of impulse-buying in retail stores. Journal of Marketing, 15(1), 66. https://doi.org/10.2307/1247083

Crespo-Almendros, E., & Del Barrio-García, S. (2016). Online airline ticket purchasing: Influence of online sales promotion type and Internet experience. Journal of Air Transport Management, 53, 23–34. https://doi.org/10.1016/j.jairtraman.2016.01.004

Dhurup, M. (2014). Impulsive fashion apparel consumption: The role of hedonism, fashion involvement and emotional gratification in fashion apparel impulsive buying behaviour in a developing country. Mediterranean Journal of Social Sciences, 5(8), 168–177. https://doi.org/10.5901/mjss.2014.v5n8p168

Diany, A. A., Sangen, M., & Faisal, I. (2019). Pengaruh sales promotion dan store atmosphere terhadap positive emotion dan perilaku impulse buying di Departement Store Matahari Duta Mall, Banjarmasin. JWM (Jurnal Wawasan Manajemen), 7(1), 65. https://doi.org/10.20527/jwm.v7i1.176

Duarte, P., Raposo, M., & Ferraz, M. (2013). Drivers of snack foods impulse buying behaviour among young consumers. British Food Journal, 115(9), 1233–1254. https://doi.org/10.1108/BFJ-10-2011-0272

Fredrickson, B. L. (1998). Cultivated emotions: Parental socialization of positive emotions and self-conscious emotions. Psychological Inquiry, 9(4), 279–281. https://doi.org/10.1207/s15327965pli0904_4

Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis. Exploratory Data Analysis in Business and Economics (Seventh Ed). Harlow: Pearson Education Limited. https://doi.org/10.1007/978-3-319-01517-0_3

Japarianto, E. (2019). Pengaruh retail service quality terhadap minat berkunjung ulan mall di Surabaya melalui perceived quality dan customer satisfaction sebagai variabel intervening. Jurnal Manajemen Pemasaran, 13(1), 17–26. https://doi.org/10.9744/pemasaran.13.1.17-26

Kompas.com. (2020, January 13). Ini lima mall terbesar di Indonesia, yang mana nomor satu? Retrieved from https://properti.kompas.com/read/2020/01/13/133954021/ini-lima-mall-terbesar-di-indonesia-yang-mana-nomor-satu?page=all

Kotler, P., & Keller, K. L. (2016). Marketing management. Global Edition (15th ed.). Harlow: Pearson Education. https://doi.org/10.1080/08911760903022556

Kwortnik, R. J., & Ross, W. T. (2007). The role of positive emotions in experiential decisions. International Journal of Research in Marketing, 24(4), 324–335. https://doi.org/10.1016/j.ijresmar.2007.09.002

Listriyani, & Wahyono. (2019). The role of positive emotion in increasing impulse buying. Management Analysis Journal, 8(3). Retrieved from https://journal.unnes.ac.id/sju/index.php/maj/article/view/34265

Liu, J., Kauffman, R. J., & Ma, D. (2015). Competition, cooperation, and regulation: Understanding the evolution of the mobile payments technology ecosystem. Electronic Commerce Research and Applications, 14(5), 372–391. https://doi.org/10.1016/j.elerap.2015.03.003

Makgopa, S. (2016). Determining consumers’ reasons for visiting shopping malls. Innovative Marketing, 12(2), 22–27. https://doi.org/10.21511/im.12(2).2016.03

Marianty, R. (2012). Pengaruh keterlibatan fashion, emosi positif dan kecenderungan konsumsi hedonik terhadap pembelian impulsif. Journal of Chemical Information and Modeling, 53(9), 1689–1699. https://doi.org/10.1017/CBO9781107415324.004

Mulyana, A., & Wijaya, H. (2018). Perancangan e-payment system pada e-wallet menggunakan kode QR berbasis Android. Komputika : Jurnal Sistem Komputer, 7(2), 63–69. https://doi.org/10.34010/komputika.v7i2.1511

PwC Indonesia. (2019). Indonesia’s fintech lending: Driving economic growth through financial inclusion. PwC Indonesia - Fintech Series. Retrieved from https://www.pwc.com/id/en/fintech/PwC_FintechLendingThoughtLeadership_ExecutiveSummary.pdf

Rachmawati, V. (2009). Hubungan antara hedonic shopping value, positive emotion, dan perilaku impulse buying pada konsumen. Majalah Ekonomi, 19(2), 192–209.

Radar Surabaya.id. (2019, June 12). Semester pertama, kunjungan mal di Jatim meningkat. Retrieved from https://radarsurabaya.jawapos.com/read/2019/06/12/140993/semester-pertama-kunjungan-mal-di-jatim-meningkat

Rajagopal. (2010). Coexistence and conflicts between shopping malls and street markets in growing cities: Analysis of shoppers behaviour. Journal of Retail and Leisure Property, 9(4), 277–301. https://doi.org/10.1057/rlp.2010.17

Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189. https://doi.org/10.1086/209105

Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452

Rook, D. W., & Hoch, S. J. (1985). Consuming impulses. Advances in Consumer Research, 12(1), 23–27. Retrieved from http://web.b.ebscohost.com/ehost/detail?sid=3192a837-914a-4fc9-a55d-14cc371453dc%40sessionmgr198&vid=1&hid=126&bdata=Jmxhbmc9amEmc2l0ZT1laG9zdC1saXZl#db=bth&AN=6430930

Silaen, E., & Prabawani, B. (2019). Pengaruh persepsi kemudahan menggunakan e-wallet dan persepsi manfaat serta promosi terhadap minat beli ulang saldo e-wallet Ovo. Jurnal Ilmu Administrasi Bisnis, 9(2), 155–163.

Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological Methodology, 13, 290. https://doi.org/10.2307/270723

Soodan, V., & Chandra Pandey, A. (2016). Influence of emotions on consumer buying behaviour: A study on FMCG purchases in Uttarakhand, India. Journal of Entrepreneurship, 4(2), 163–181. Retrieved from www.scientificia.com

Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59. https://doi.org/10.2307/1248439

Tirmizi, M. A., Kashif-Ur-Rehman, & Saif, M. I. (2009). An empirical study of consumer impulse buying behavior in local markets. European Journal of Scientific Research, 28(4), 522–532.

Uddin, M. S., & Akhi, A. Y. (2014). E-Wallet system for Bangladesh an electronic payment system. International Journal of Modeling and Optimization, 4(3), 216–219. https://doi.org/10.7763/ijmo.2014.v4.376

Uduji, J. I., Okolo-Obasi, E. N., & Asongu, S. A. (2019). The impact of e-wallet on informal farm entrepreneurship development in rural Nigeria. Electronic Journal of Information Systems in Developing Countries, 85(3). https://doi.org/10.1002/isd2.12066

Weng, J. T., & Cyril de Run, E. (2013). Consumers’ personal values and sales promotion preferences effect on behavioural intention and purchase satisfaction for consumer product. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/13555851311290948

Wijaya, O. Y. A., & Ardyan, E. (2018). The influencing factors of impulsive buying behaviour in Transmart Carrefour Sidoarjo. Binus Business Review, 9(3), 199–205. https://doi.org/10.21512/bbr.v9i3.4729

Xu, Y., & Huang, J. S. (2014). Effects of price discounts and bonus packs on online impulse buying. Social Behavior and Personality, 42(8), 1293–1302. https://doi.org/10.2224/sbp.2014.42.8.1293

Zeng, K. (2011). Online sales promotion and impulse buying online in the E-business age: A theoretical model approach. In ICSESS 2011 - Proceedings: 2011 IEEE 2nd International Conference on Software Engineering and Service Science (pp. 618–621). https://doi.org/10.1109/ICSESS.2011.5982399




DOI: https://doi.org/10.9744/pemasaran.14.2.67-76



Jurnal Manajemen Pemasaran is published by The Institute of Research & Community Outreach - Petra Christian University, Surabaya, Indonesia

©All right reserved 2016.Jurnal Manajemen Pemasaran, ISSN: 1907-235X, e-ISSN: 2597-615X

View My Stats