Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

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Encourage Impulse Buying on E-commerce: Using Positive Emotion and Price Discount to Tapping into Shoppers Desires

Authors
Ira Valentina Silalahi1, *, Ratih Hurriyati1, Bambang Widjajanta1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: valentinaira@upi.edu
Corresponding Author
Ira Valentina Silalahi
Available Online 29 September 2023.
DOI
10.2991/978-94-6463-234-7_88How to use a DOI?
Keywords
Impulse Buying; Positive Emotion; Price Discount; E-Commerce
Abstract

The COVID-19 pandemic has changed consumer behavior in shopping digital rapidly. The high interest in online shopping cannot be separated from the contribution of several big cities in Indonesia. This study aims to find out how positive emotions and price discounts can influence shoppers’ desires to encourage impulse purchases in E-Commerce. This research uses descriptive and verification research methods with a quantitative approach. The data used in this study was collected by distributing questionnaires to 270 respondents who had shopped at E-Commerce. The sampling technique used is the non-probability sampling purposive sampling type. Data collection techniques using questionnaires and instrument testing techniques used are validity and reliability tests. Data were analyzed using the classical assumption test technique, multiple linear regression analysis, correlation coefficient, determination, t-test, and F test. Based on the test results, it was obtained that there was a significant effect of a price discount on impulse buying in E-Commerce. Positive emotion has a significant effect on impulse buying in E-Commerce, then price discount, and positive emotion has a significant effect on impulse buying in E-Commerce.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 September 2023
ISBN
978-94-6463-234-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-234-7_88How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ira Valentina Silalahi
AU  - Ratih Hurriyati
AU  - Bambang Widjajanta
PY  - 2023
DA  - 2023/09/29
TI  - Encourage Impulse Buying on E-commerce: Using Positive Emotion and Price Discount to Tapping into Shoppers Desires
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 850
EP  - 861
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_88
DO  - 10.2991/978-94-6463-234-7_88
ID  - Silalahi2023
ER  -