The Influence of Price Discounts and Hedonic Motivation on Impulse Buying During Shopping Festivals in Shopee

Many research have established that price discounts and hedonic motivations are influential factors in driving impulse buying, especially in the context of online shopping. However, limited research has explored how these factors specifically affect impulse buying on e-commerce platforms like Shopee during online shopping festivals, particularly with the role of positive emotion as an intervening variable. This study aims to analyze the influence of price discounts and hedonic motivation on impulse buying behavior during Shopee’s shopping festivals, considering positive emotion as an intervening factor. The research method used is quantitative with a sample of 105 respondents who live in the Jabodetabek area and have shopped on Shopee during online shopping festivals. Data were analyzed using Partial Least Squares (PLS) with a Structural Equation Modeling (SEM) approach. The study found that both price discounts and hedonic motivation have a significant effect on impulse buying, with positive emotion acting as an intervening variable that strengthens this relationship. These findings are expected to provide insights for shopee in designing promotional strategies to increase sales through impulse buying behavior during shopping festivals.