Impulse Buying and the Mediating Role of Positive Emotion
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Oct 9, 2025
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Abstract
The beauty industry in Indonesia continues to grow in line with the increasing use of e-commerce, particularly among Generation Z. This phenomenon has led to the rise of impulsive buying behavior influenced by hedonic motives and digital promotions such as flash sales. This study examines the influence of hedonic consumption and flash sales on impulse buying among Generation Z in West Java, with positive emotion as a mediating variable. A quantitative approach was employed with data collected from 160 purposively sampled respondents through a Likert-scale questionnaire. Data were analyzed using multiple linear regression and the Sobel test in SPSS 25. Findings indicate that both hedonic consumption and flash sales positively and significantly affect impulse buying, directly and indirectly through positive emotion. The study contributes to understanding how emotional responses reinforce digital marketing strategies in the Indonesian beauty industry.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Supriatno, G. G., & Pratminingsih, S. A. (2025). Impulse Buying and the Mediating Role of Positive Emotion. Jurnal E-Bis, 9(2), 827-841. https://doi.org/10.37339/e-bis.v9i2.2660
References
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Ajizah, T. N., & Nugroho, A. T. (2023). The Role of Positive Emotion as A Mediator of Shopping Lifestyle and Hedonic Shopping Motivation Towards Impulse Buying at Tiktok Shop (Case on Tiktok Shop Customers). JPIM (Jurnal Penelitian Ilmu Manajemen), 8(2), 283–296. https://doi.org/10.30736/jpim.v8i2.1631
Antaranews. (2023). Gen Z dominan belanja produk kecantikan di Shopee, ini alasannya. https://www.antaranews.com/
Aqsa, D. F., Rosnani, T., Pebrianti, W., Ramadania, & Heriyadi. (2024). The Influence of Live Streaming, Flash Sale, and Free Shipping Programs on Generation Z’s Impulsive Buying with Positive Emotion as the Role of Meditating. Ilomata International Journal of Management, 6(2), 571–586. https://doi.org/10.61194/ijjm.v6i2.1510
Arianty, N., Kurniawan Gultom, D., Yusnandar, W., & Arif, M. (2024). Determinants of impulse buying behavior: The mediating role of positive emotions of minimarket retail consumers in Indonesia. Innovative Marketing, 20(1), 277–287. https://doi.org/10.21511/im.20(1).2024.23
Ariffin, K. S, S., Mohan, T., & Goh, Y.-N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309–327. https://doi.org/10.1108/JRIM-11-2017-0100
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
Aseng, A. C. (2020). Factors Influencing Generation Z Intention in Using FinTech Digital Payment Services. CogITo Smart Journal, 6(2), 155–166. https://doi.org/10.31154/cogito.v6i2.260.155-166
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559–572. https://doi.org/10.1108/MIP-02-2019-0095
Atulkar, S., & Kesari, B. (2018). Role of consumer traits and situational factors on impulse buying: does gender matter? International Journal of Retail & Distribution Management, 46(4), 386–405. https://doi.org/10.1108/IJRDM-12-2016-0239
Badan Pusat Statistik. (2020). Statistik Perdagangan Melalui Sistem Elektronik 2020. https://www.bps.go.id/id/publication
Badan Pusat Statistik. (2021). Statistik Generasi Z Indonesia 2021. https://www.bps.go.id/id/publication
Bakker, I., van der Voordt, T., Vink, P., & de Boon, J. (2014). Pleasure, Arousal, Dominance: Mehrabian and Russell revisited. Current Psychology, 33(3), 405–421. https://doi.org/10.1007/s12144-014-9219-4
Banerjee, S., & Namboodiri, S. (2018). Factors Influencing Consumer Buying Behaviour of Male Skincare Products: A Study of Mumbai Metropolitan City. Indian Journal of Marketing, 48(11), 23. https://doi.org/10.17010/ijom/2018/v48/i11/137983
Cahyani, L., & Marcelino, D. (2023). Positive Emotions as Mediation Between Hedonic Shopping Motivations on Impulsive Buying Behavior of E-Commerce in Indonesia. Asia Pacific Management and Business Application, 011(03), 347–362. https://doi.org/10.21776/ub.apmba.2023.011.03.7
Ciocodeică, D.-F., Chivu (Popa), R.-G., Popa, I.-C., Mihălcescu, H., & Barghier, I. (2025). Hedonic and Impulsive Consumer Behavior Stimulated by Social Media: Implications for Sustainable Fashion Marketing. Sustainability, 17(11), 5198. https://doi.org/10.3390/su17115198
Compas. (2024). Market Share Produk Kecantikan di Shopee: Perawatan Wajah Dominasi dengan 42,9%. Compas.Co.Id. https://www.compas.co.id/
DataReportal. (2023). Digital 2023: Indonesia. https://datareportal.com/reports/digital-2023-indonesia
Dawson, S., & Kim, M. (2009). External and internal trigger cues of impulse buying online. Direct Marketing: An International Journal, 3(1), 20–34. https://doi.org/10.1108/17505930910945714
Evelyn, E. (2023). Demographic Factors, Financial Self-Efficacy, And Financial Independence of Young Adults in Surabaya. IJEBD (International Journal of Entrepreneurship and Business Development), 6(6), 1181–1194. https://doi.org/10.29138/ijebd.v6i6.2532
Fauzi, L. U., Welsa, H., & Susanto. (2018). Pengaruh Hedonic Shopping Value dan Shopping Lifestyle terhadap Impulse Buying dengan Emosi Positif sebagai Variabel Mediasi. Jurnal Manajemen Bisnis Indonesia, 3(1), 1–12. journal.umy.ac.id/index.php/bti
Febri, D. M., Sari, P., Ayu, I., & Pidada, I. (2019). Hedonic Shopping Motivation, Shopping Lifestyle, Price Reduction toward Impulse Buying Behavior in Shopping Center. International Journal of Business, Economics & Management, 3(1), 48–54. https://doi.org/10.31295/ijbem.v3n1.114
GoodStats. (2023). E-commerce Market report: Southeast Asia GMV Analysis 2022.
Hair, J. F., Page, M., & Brunsveld, N. (2019). Essentials of Business Research Methods. Routledge. https://doi.org/10.4324/9780429203374
Hermawan, D., & Rofiq, A. (2024). The Effect of Flash Sale on Impulsive Buying with Positive Emotion as Mediating Variable among Shopee Users in Malang City. East Asian Journal of Multidisciplinary Research, 3(6), 2067–2078.
Huotari, L., Ulkuniemi, P., Saraniemi, S., & Mäläskä, M. (2015). Analysis of content creation in social media by B2B companies. Journal of Business & Industrial Marketing, 30(6), 761–770. https://doi.org/10.1108/JBIM-05-2013-0118
Keng, C.-J., Chang, W.-H., Chen, C.-H., & Chang, Y.-Y. (2016). Mere Virtual Presence with Product Experience Affects Brand Attitude and Purchase Intention. Social Behavior and Personality: An International Journal, 44(3), 431–444. https://doi.org/10.2224/sbp.2016.44.3.431
Kholis, N., & Saifuddin, M. (2023). The role of positive emotional response in the relationship between store atmosphere, sales promotion, hedonic shopping motivation, and impulsive buying in Indonesia’s largest department store. Kasetsart Journal of Social Sciences, 44(3). https://doi.org/10.34044/j.kjss.2023.44.3.20
Lamis, S. F., Handayani, P. W., & Fitriani, W. R. (2022). Impulse buying during flash sales in the online marketplace. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2068402
Lee, Y. Y., Gan, C. L., & Liew, T. W. (2023). Rationality and impulse buying: Is your emotion a part of the equation? Computers in Human Behavior Reports, 12, 100337. https://doi.org/10.1016/j.chbr.2023.100337
Liébana-Cabanillas, F., Muñoz-Leiva, F., & Sánchez-Fernández, J. (2018). A global approach to the analysis of user behavior in mobile payment systems in the new electronic environment. Service Business, 12(1), 25–64. https://doi.org/10.1007/s11628-017-0336-7
Mahena, A., Diah Sofiah, & Isrida Yul Arifiana. (2025). The Relationship of Positive Emotions and Fear of Missing Out with Impulsive Buying Tendency in Gen Z. Jurnal Multidisiplin Madani, 5(2), 80–87. https://doi.org/10.55927/mudima.v5i2.44
Mariyana, M., Djawoto, D., & Suhermin, S. (2023). The influence of hedonic shopping motivation and shopping lifestyle on impulse buying through positive emotion in e-commerce. Manajemen Dan Bisnis, 22(2), 25. https://doi.org/10.24123/jmb.v22i2.691
Martaleni, M., Hendrasto, F., Hidayat, N., Alfandy Dzikri, A., & Nyoman Kerti Yasa, N. (2022). Flash sale and online impulse buying: Mediation effect of emotions. Innovative Marketing, 18(2), 49–59. https://doi.org/10.21511/im.18(2).2022.05
McKinsey & Company. (2023). Digital Marketing. McKinsey & Company Website. https://www.mckinsey.com/bisnis-fu
Morozova, N., & Vlaev, I. (2024). The urge to splurge: Differentiating unplanned and impulse purchases. International Journal of Market Research, 66(5), 519–542. https://doi.org/10.1177/14707853241229671
Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Lekakos, G. (2017). The interplay of online shopping motivations and experiential factors on personalized e-commerce: A complexity theory approach. Telematics and Informatics, 34(5), 730–742. https://doi.org/10.1016/j.tele.2016.08.021
Paramitha, N. P. I. N., Sulhaini, S., & Saufi, A. (2022). The Effect of Hedonic Shopping and Utilitarian Values on Impulse Buying Moderated by Gender on the Marketplace. International Journal of Multicultural and Multireligious Understanding, 9(2), 54. https://doi.org/10.18415/ijmmu.v9i2.3322
Prastika, M. A., & Sa’id, M. (2024). Emerging Adulthood and Identity Struggles: The Effect of Body Image on Impulsive Buying Tendencies Mediated by Self-Esteem. Jurnal Sains Psikologi, 13(2), 303. https://doi.org/10.17977/um023v13i22024p303-317
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452
S. Mashilo, L., C. Dalziel, R., & Habtemichael Redda, E. (2025). The influence of hedonic shopping motivation on online impulse buying behavior in the fashion industry. Innovative Marketing, 21(1), 248–258. https://doi.org/10.21511/im.21(1).2025.20
SimilarWeb. (2023). Shopee Dominates Southeast Asia E-commerce Traffic in Q1 2023. https://www.similarweb.com
Tessy, N. R. B., & Setiasih, S. (2024). The Impulsive Buying Behavior of H&M Products in Gen-Z: The Role of Income and Self-Esteem. Journal of Consumer Sciences, 9(1), 122–141. https://doi.org/10.29244/jcs.9.1.122-141
Verhagen, T., & van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320–327. https://doi.org/10.1016/j.im.2011.08.001
Wang, C., Chen, B., Hu, S., & Li, J. (2025). Streamer interaction and consumer impulsive buying in live-stream commerce: the mediating roles of trust and emotional arousal with anticipated regret as boundary condition. Frontiers in Communication, 10. https://doi.org/10.3389/fcomm.2025.1547639
Wu, Y., Xin, L., Li, D., Yu, J., & Guo, J. (2021). How does scarcity promotion lead to impulse purchase in the online market? A field experiment. Information & Management, 58(1), 103283. https://doi.org/10.1016/j.im.2020.103283
Zhang, J., Jiang, N., Turner, J. J., & Pahlevan-Sharif, S. (2022). The Impact of Scarcity on Consumers’ Impulse Buying Based on the S-O-R Theory. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.792419
Ajizah, T. N., & Nugroho, A. T. (2023). The Role of Positive Emotion as A Mediator of Shopping Lifestyle and Hedonic Shopping Motivation Towards Impulse Buying at Tiktok Shop (Case on Tiktok Shop Customers). JPIM (Jurnal Penelitian Ilmu Manajemen), 8(2), 283–296. https://doi.org/10.30736/jpim.v8i2.1631
Antaranews. (2023). Gen Z dominan belanja produk kecantikan di Shopee, ini alasannya. https://www.antaranews.com/
Aqsa, D. F., Rosnani, T., Pebrianti, W., Ramadania, & Heriyadi. (2024). The Influence of Live Streaming, Flash Sale, and Free Shipping Programs on Generation Z’s Impulsive Buying with Positive Emotion as the Role of Meditating. Ilomata International Journal of Management, 6(2), 571–586. https://doi.org/10.61194/ijjm.v6i2.1510
Arianty, N., Kurniawan Gultom, D., Yusnandar, W., & Arif, M. (2024). Determinants of impulse buying behavior: The mediating role of positive emotions of minimarket retail consumers in Indonesia. Innovative Marketing, 20(1), 277–287. https://doi.org/10.21511/im.20(1).2024.23
Ariffin, K. S, S., Mohan, T., & Goh, Y.-N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309–327. https://doi.org/10.1108/JRIM-11-2017-0100
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
Aseng, A. C. (2020). Factors Influencing Generation Z Intention in Using FinTech Digital Payment Services. CogITo Smart Journal, 6(2), 155–166. https://doi.org/10.31154/cogito.v6i2.260.155-166
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559–572. https://doi.org/10.1108/MIP-02-2019-0095
Atulkar, S., & Kesari, B. (2018). Role of consumer traits and situational factors on impulse buying: does gender matter? International Journal of Retail & Distribution Management, 46(4), 386–405. https://doi.org/10.1108/IJRDM-12-2016-0239
Badan Pusat Statistik. (2020). Statistik Perdagangan Melalui Sistem Elektronik 2020. https://www.bps.go.id/id/publication
Badan Pusat Statistik. (2021). Statistik Generasi Z Indonesia 2021. https://www.bps.go.id/id/publication
Bakker, I., van der Voordt, T., Vink, P., & de Boon, J. (2014). Pleasure, Arousal, Dominance: Mehrabian and Russell revisited. Current Psychology, 33(3), 405–421. https://doi.org/10.1007/s12144-014-9219-4
Banerjee, S., & Namboodiri, S. (2018). Factors Influencing Consumer Buying Behaviour of Male Skincare Products: A Study of Mumbai Metropolitan City. Indian Journal of Marketing, 48(11), 23. https://doi.org/10.17010/ijom/2018/v48/i11/137983
Cahyani, L., & Marcelino, D. (2023). Positive Emotions as Mediation Between Hedonic Shopping Motivations on Impulsive Buying Behavior of E-Commerce in Indonesia. Asia Pacific Management and Business Application, 011(03), 347–362. https://doi.org/10.21776/ub.apmba.2023.011.03.7
Ciocodeică, D.-F., Chivu (Popa), R.-G., Popa, I.-C., Mihălcescu, H., & Barghier, I. (2025). Hedonic and Impulsive Consumer Behavior Stimulated by Social Media: Implications for Sustainable Fashion Marketing. Sustainability, 17(11), 5198. https://doi.org/10.3390/su17115198
Compas. (2024). Market Share Produk Kecantikan di Shopee: Perawatan Wajah Dominasi dengan 42,9%. Compas.Co.Id. https://www.compas.co.id/
DataReportal. (2023). Digital 2023: Indonesia. https://datareportal.com/reports/digital-2023-indonesia
Dawson, S., & Kim, M. (2009). External and internal trigger cues of impulse buying online. Direct Marketing: An International Journal, 3(1), 20–34. https://doi.org/10.1108/17505930910945714
Evelyn, E. (2023). Demographic Factors, Financial Self-Efficacy, And Financial Independence of Young Adults in Surabaya. IJEBD (International Journal of Entrepreneurship and Business Development), 6(6), 1181–1194. https://doi.org/10.29138/ijebd.v6i6.2532
Fauzi, L. U., Welsa, H., & Susanto. (2018). Pengaruh Hedonic Shopping Value dan Shopping Lifestyle terhadap Impulse Buying dengan Emosi Positif sebagai Variabel Mediasi. Jurnal Manajemen Bisnis Indonesia, 3(1), 1–12. journal.umy.ac.id/index.php/bti
Febri, D. M., Sari, P., Ayu, I., & Pidada, I. (2019). Hedonic Shopping Motivation, Shopping Lifestyle, Price Reduction toward Impulse Buying Behavior in Shopping Center. International Journal of Business, Economics & Management, 3(1), 48–54. https://doi.org/10.31295/ijbem.v3n1.114
GoodStats. (2023). E-commerce Market report: Southeast Asia GMV Analysis 2022.
Hair, J. F., Page, M., & Brunsveld, N. (2019). Essentials of Business Research Methods. Routledge. https://doi.org/10.4324/9780429203374
Hermawan, D., & Rofiq, A. (2024). The Effect of Flash Sale on Impulsive Buying with Positive Emotion as Mediating Variable among Shopee Users in Malang City. East Asian Journal of Multidisciplinary Research, 3(6), 2067–2078.
Huotari, L., Ulkuniemi, P., Saraniemi, S., & Mäläskä, M. (2015). Analysis of content creation in social media by B2B companies. Journal of Business & Industrial Marketing, 30(6), 761–770. https://doi.org/10.1108/JBIM-05-2013-0118
Keng, C.-J., Chang, W.-H., Chen, C.-H., & Chang, Y.-Y. (2016). Mere Virtual Presence with Product Experience Affects Brand Attitude and Purchase Intention. Social Behavior and Personality: An International Journal, 44(3), 431–444. https://doi.org/10.2224/sbp.2016.44.3.431
Kholis, N., & Saifuddin, M. (2023). The role of positive emotional response in the relationship between store atmosphere, sales promotion, hedonic shopping motivation, and impulsive buying in Indonesia’s largest department store. Kasetsart Journal of Social Sciences, 44(3). https://doi.org/10.34044/j.kjss.2023.44.3.20
Lamis, S. F., Handayani, P. W., & Fitriani, W. R. (2022). Impulse buying during flash sales in the online marketplace. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2068402
Lee, Y. Y., Gan, C. L., & Liew, T. W. (2023). Rationality and impulse buying: Is your emotion a part of the equation? Computers in Human Behavior Reports, 12, 100337. https://doi.org/10.1016/j.chbr.2023.100337
Liébana-Cabanillas, F., Muñoz-Leiva, F., & Sánchez-Fernández, J. (2018). A global approach to the analysis of user behavior in mobile payment systems in the new electronic environment. Service Business, 12(1), 25–64. https://doi.org/10.1007/s11628-017-0336-7
Mahena, A., Diah Sofiah, & Isrida Yul Arifiana. (2025). The Relationship of Positive Emotions and Fear of Missing Out with Impulsive Buying Tendency in Gen Z. Jurnal Multidisiplin Madani, 5(2), 80–87. https://doi.org/10.55927/mudima.v5i2.44
Mariyana, M., Djawoto, D., & Suhermin, S. (2023). The influence of hedonic shopping motivation and shopping lifestyle on impulse buying through positive emotion in e-commerce. Manajemen Dan Bisnis, 22(2), 25. https://doi.org/10.24123/jmb.v22i2.691
Martaleni, M., Hendrasto, F., Hidayat, N., Alfandy Dzikri, A., & Nyoman Kerti Yasa, N. (2022). Flash sale and online impulse buying: Mediation effect of emotions. Innovative Marketing, 18(2), 49–59. https://doi.org/10.21511/im.18(2).2022.05
McKinsey & Company. (2023). Digital Marketing. McKinsey & Company Website. https://www.mckinsey.com/bisnis-fu
Morozova, N., & Vlaev, I. (2024). The urge to splurge: Differentiating unplanned and impulse purchases. International Journal of Market Research, 66(5), 519–542. https://doi.org/10.1177/14707853241229671
Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Lekakos, G. (2017). The interplay of online shopping motivations and experiential factors on personalized e-commerce: A complexity theory approach. Telematics and Informatics, 34(5), 730–742. https://doi.org/10.1016/j.tele.2016.08.021
Paramitha, N. P. I. N., Sulhaini, S., & Saufi, A. (2022). The Effect of Hedonic Shopping and Utilitarian Values on Impulse Buying Moderated by Gender on the Marketplace. International Journal of Multicultural and Multireligious Understanding, 9(2), 54. https://doi.org/10.18415/ijmmu.v9i2.3322
Prastika, M. A., & Sa’id, M. (2024). Emerging Adulthood and Identity Struggles: The Effect of Body Image on Impulsive Buying Tendencies Mediated by Self-Esteem. Jurnal Sains Psikologi, 13(2), 303. https://doi.org/10.17977/um023v13i22024p303-317
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452
S. Mashilo, L., C. Dalziel, R., & Habtemichael Redda, E. (2025). The influence of hedonic shopping motivation on online impulse buying behavior in the fashion industry. Innovative Marketing, 21(1), 248–258. https://doi.org/10.21511/im.21(1).2025.20
SimilarWeb. (2023). Shopee Dominates Southeast Asia E-commerce Traffic in Q1 2023. https://www.similarweb.com
Tessy, N. R. B., & Setiasih, S. (2024). The Impulsive Buying Behavior of H&M Products in Gen-Z: The Role of Income and Self-Esteem. Journal of Consumer Sciences, 9(1), 122–141. https://doi.org/10.29244/jcs.9.1.122-141
Verhagen, T., & van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320–327. https://doi.org/10.1016/j.im.2011.08.001
Wang, C., Chen, B., Hu, S., & Li, J. (2025). Streamer interaction and consumer impulsive buying in live-stream commerce: the mediating roles of trust and emotional arousal with anticipated regret as boundary condition. Frontiers in Communication, 10. https://doi.org/10.3389/fcomm.2025.1547639
Wu, Y., Xin, L., Li, D., Yu, J., & Guo, J. (2021). How does scarcity promotion lead to impulse purchase in the online market? A field experiment. Information & Management, 58(1), 103283. https://doi.org/10.1016/j.im.2020.103283
Zhang, J., Jiang, N., Turner, J. J., & Pahlevan-Sharif, S. (2022). The Impact of Scarcity on Consumers’ Impulse Buying Based on the S-O-R Theory. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.792419