PENGARUH MOTIVASI BELANJA HEDONIS DAN PROMOSI PENJUALAN TERHADAP PEMBELIAN IMPULSIF MELALUI EMOSI POSITIF SEBAGAI VARIABEL MEDIASI (Studi pada Generasi Z pengguna Shopee di Kota Malang)

This study aims to examine the effects of hedonic shopping motivation and sales promotions on impulsive buying, with positive emotion as a mediating variable among generation Z Shopee users in Malang City. This research employs a quantitative approach using a survey method involving 170 responden selescted through purposive sampling. Data were collected via questionnaires and analyzed using Structural Equation Modeling – Partial Least Squares (SEM-PlS) with SmartPLS software. The results indicate that hedonic shopping motivation and sales promotion have a positive and significant effect on positive emotion and impulsive buying. Furthermore, positive emotion has a positive and significant effect on impulsive buying and mediates the relationship between hedonic shopping motivation, sales promotion, and impulsive buying.