PENGARUH EMOSI POSITIF SEBAGAI VARIABEL LAIN PADA PEMBELIAN IMPULSIF DI TOKO OFFLINE PRODUK FASHION MEREK NIKE
Abstract
This research aimed to examine and analyze the role of positive emotion as another variable in impulsive buying behavior of Nike products, specifically in Nike retail stores in Indonesia. Preliminary studies have shown that pleasant emotions can mediate other factors that impulsively influence buying of Nike products. One hundred sixty-five participants who purchased at Nike retail stores in Indonesia were included in this study. The participants were selected through purposive sampling using Google Forms and analyzed using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) method with SmartPLS software. Through one-way testing, it was found that hedonic shopping motives, fashion involvement, and positive emotion positively and significantly impact unplanned purchases at Nike retail stores. Additionally, hedonic shopping motives, fashion involvement, and store atmosphere greatly influence positive feelings, but store atmosphere was found to have an inverse effect on unplanned purchases at Nike retail stores. The managerial implications of this study include recommendations for Nike retail stores to focus on enhancing promotions, providing comprehensive product information on their online store website, improving product arrangement in-store, and enhancing comfort and attractiveness in the shopping experience, which in turn will enhance positive emotions that contribute to impulsive buying.
Bahasa Indonesia Abstrak: Penelitian ini bertujuan untuk menguji dan menganalisis peran emosi positif sebagai variabel lain yang berpengaruh pada perilaku pembelian impulsif produk Nike, khususnya di gerai ritel Nike di Indonesia. Studi awal menunjukkan bahwa emosi yang menyenangkan dapat memediasi faktor-faktor lain yang memengaruhi pembelian impulsif produk Nike. Sebanyak 165 peserta yang telah melakukan pembelian di gerai ritel Nike di Indonesia menjadi bagian dalam penelitian ini. Peserta dipilih melalui metode sampling purposive menggunakan Google Form dan dianalisis menggunakan metode Partial Least Squares - Structural Equation Modeling (PLS-SEM) dengan menggunakan perangkat lunak SmartPLS. Melalui pengujian satu arah, ditemukan bahwa motif belanja hedonis, keterlibatan dalam fesyen, dan emosi positif memiliki pengaruh positif dan signifikan terhadap pembelian tanpa terencana di gerai ritel Nike. Selain itu, motif belanja hedonis, keterlibatan dalam fesyen, dan atmosfer toko juga berpengaruh signifikan terhadap emosi positif, namun atmosfer toko terbukti memiliki pengaruh yang berkebalikan terhadap pembelian tanpa terencana di gerai ritel Nike. Implikasi manajerial dari penelitian ini termasuk rekomendasi bagi gerai ritel Nike untuk memperkuat promosi, menyediakan informasi produk yang komprehensif di situs web toko online, meningkatkan penataan produk di dalam toko, serta meningkatkan kenyamanan dan daya tarik dalam pengalaman berbelanja, yang pada akhirnya akan meningkatkan emosi positif yang berkontribusi pada pembelian tanpa terencana
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