THE ROLE OF POSITIVE EMOTION IN MEDIATING THE EFFECT OF PRICE DISCOUNT ON IMPULSE BUYING INDOMARET CUSTOMERS IN DENPASAR CITY, INDONESIA

Autor

  • Kadek Lindi Dewani Larasati Undergraduate Program of Economic and Business Faculty, Udayana University
  • Ni Nyoman Kerti Yasa Professor in the Udayana University Bali, Indonesia

DOI:

https://doi.org/10.46827/ejmms.v6i2.1009

Słowa kluczowe:

price discount, positive emotion, impulse buying

Abstrakt

The purpose of this study is to explain the role of positive emotion in mediating the effect of price discounts on impulse buying. This research was conducted in Denpasar City with 110 respondents as a sample through purposive sampling method with adjusted criteria. Price discount has a positive and significant effect on impulse buying. Price discount has a positive and significant effect on positive emotion. Positive emotion has a positive and significant effect on impulse buying. Positive emotion can act as a significant mediating variable between the effect of price discounts on impulse buying. The results of this study indicate that in increasing impulse buying. Indomaret minimarket management is expected to always provide promotional strategies in the form of discount prices to touch consumers' hearts and create positive emotions when shopping.

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Biogramy autorów

  • Kadek Lindi Dewani Larasati - Undergraduate Program of Economic and Business Faculty, Udayana University
    Kadek Lindi Dewani Larasati is Undergraduate Program of Economics and Business Faculty, Udayana University. Her research field is in marketing management and she is very active in campus organization activities.
  • Ni Nyoman Kerti Yasa - Professor in the Udayana University Bali, Indonesia
    Ni Nyoman Kerti Yasa is a permanent Professor at Udayana University. She is also working as teaching staff of the Department of Management, Faculty of Economics, Udayana University, Denpasar since 1986 until now. In 2002 - 2006 she served as Assistant Chairperson (PK) 2 in the Management Master Program (MM) of Udayana University, and in 2006 - 2008 served as Chair of the Quality Assurance of the Faculty of Economics, Udayana University. In 2012 she began serving as Secretary of the Management Department of FEB, Udayana University until 2016. From 2016 to 2020 she served as Deputy Dean I in charge of Academic and Planning at FEB, Udayana University. She also served as Chairman 1 of the Denpasar City Wage Board from 2011 to 2018. In addition, the author has also done a lot of research focusing on Strategic Management in Small and Medium Enterprises and writing articles in various journals both national and international journals.

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Pobrania

Opublikowane

2021-02-17

Numer

Tom 6 Nr 2 (2021)

Dział

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