The Effect of Hedonic Shopping Value on Impulse Buying with Positive Emotion as an Intervening Variable on Tokopedia Consumers

In the current digital era, online shopping has become an increasingly popular phenomenon, dominating people's consumption patterns. One of the leading e-commerce platforms in Indonesia is Tokopedia, offering a wide range of products and services to its consumers and providing a comfortable and easy shopping experience. This research utilizes a quantitative approach, as the researcher suspects a direct effect of Hedonic Shopping Value on Impulse Buying. Positive Emotion acts as a mediating variable between Hedonic Shopping Value and Impulse Buying. The estimated parameter value of the regression weight coefficient is 0.237, and the CR value is 2.409, indicating a relationship between Hedonic Shopping Value and Impulse Buying. This suggests that the stronger the influence of Hedonic Shopping Value, the more Positive Emotion will increase. The significance test shows a probability value of 0.016 (p < 0.05), indicating that "Hedonic Shopping Value (X)" has a positive and significant effect on Impulse Buying (Y). Based on the Sobel test analysis, the t-value is 2.1967, which is greater than 1.96 with a significance level of 0.016 < 0.05 (5%), thus proving that Positive Emotion serves as a mediating variable in the influence of Hedonic Shopping Value on Impulse Buying