The Influence of Hedonic Shopping Motivation and Flash Sales on Impulse Buying on E-Commerce Services in Medan City with Emotional Response as a Moderating Variable

This study aims to determine and analyze the effect of hedonic shopping motivation and flash sales on impulse buying, with emotional response as a moderating variable in e-commerce services. This research is associative research with a quantitative approach. The population in this study was e-commerce service customers in Medan City, with an unknown number. The research sample comprised 235 customers from Shopee, Tokopedia, Lazada, Blibli, and Bukalapak. The sampling technique uses purposive sampling with the criterion that respondents have subscribed to one of these e-commerce services for at least one year. Data analysis was carried out using Structural Equation Modeling (SEM). The results showed that hedonic shopping motivation, flash sales, and emotional response positively and significantly affect impulse buying in e-commerce services. However, the emotional response cannot moderate the relationship between hedonic shopping motivation and flash sales on impulse buying of e-commerce customers.