Analysis Of Price Discounts And Fashion Involvement On Impulse Buying With Positive Emotion As An Intervening Variable (Survey of Clothing Shoppers at Matahari Department Store in Sukabumi)
Keywords:
Discounts, Fashion Engagement, Positive Emotions, Impulsive Purchases
Abstract
PT Matahari Department Store Sukabumi was established in 1997 as a fashion retailer in the city of Sukabumi. The company operates in the retail sector, specializing in a wide range of clothing for men, women, and children. This study was motivated by a specific issue faced by the company: impulse buying. The objective of this study is to analyze the effects of Price Discount and Fashion Involvement on Impulse Buying, with Positive Emotion serving as an intervening variable. This research employs a quantitative method using an explanatory research approach. The sampling technique utilizes non-probability sampling, with a sample size of 160 respondents. Data analysis employed Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) using the SmartPLS 4.0 software. The results indicate that Price Discount and Fashion Involvement have a positive influence on Impulse Buying. Furthermore, Positive Emotion exerts a positive and significant influence and effectively mediates the relationship between Price Discount and Fashion Involvement and Impulse Buying.
References
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Ali, M. A., Anggarinni, Y., & Ibrahim, M. W. (2025). Pengaruh price discount dan store atmosphere terhadap impulse buying yang dimediasi oleh positive emotion. Jurnal Ilmu Manajemen, 25(1), 705–712.
Amin, N. F., Garancang, S., & Abunawas, K. (2023). Konsep umum populasi dan sampel dalam penelitian. Jurnal Pilar, 14.
Andriano, A., Arman, A., Azhari, A., & Putra, R. (2022). The effect of product quality, price, and distribution on the purchase decision of aviator brand bike. Jurnal Riset Manajemen Indonesia, 4(1), 114–123. https://doi.org/10.55768/jrmi.v4i1.98
Anggita, A. D., Noviasari, H., Wildah, S. W., & Siregar, P. A. (2023). Impact of hedonic shopping value and shopping lifestyle on impulsive buying mediated by positive emotion among online marketplace users in Pekanbaru. West Science Interdisciplinary Studies, 1(10), 965–977. https://doi.org/10.58812/wsis.v1i10.287
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Arfia, M. (2022). Pengaruh fashion involvement terhadap impulse buying melalui positive emotion pada produk fashion muslim di e-commerce. Youth & Islamic Economic Journal, 3(2), 19–30.
Arifin, R. T., Abdillah, M. R., & Indarti. (2025). Pengaruh Kepempinan Altruistic Terhadap Perilaku Menolong, Dimediasi Oleh Work Engagement Dan Emosi Positif. 10.
Asj’ari, F., Dwiarta, I. M. B., Utomo, S. P., & Hartono. (2021). Hedonic shopping motivation: Impulse buying in Surabaya consumer. Proceedings, 2021(4), 364–370.
Azmi, N. (2023). Pengaruh Price Discount Dan Bonus Pack Terhadap Perilaku Impulse Buying. 2(1), 0–6
Azwari, A., & Lina, L. F. (2020). Pengaruh price discount dan kualitas produk pada impulse buying di situs belanja online Shopee Indonesia. Jurnal Manajemen, 3(2), 37–41.
Bambang, A. H., & Damayanti, R. (2023). Pengaruh price discount dan store atmosphere terhadap impulse buying dengan positive emotion sebagai variabel intervening. Jurnal Ilmu Manajemen, 25(1), 35–47.
Bandyopadhyay, N., Sivakumaran, B., Patro, S., & Kumar, R. S. (2021). Immediate or delayed? Whether various types of consumer sales promotions drive impulse buying: An empirical investigation. Journal of Retailing and Consumer Services, 61, 102532. https://doi.org/10.1016/j.jretconser.2021.102532
Darwin, M., Mamondol, M. R., Sormin, S. A., Nurhayati, Y., Tambunan, H., Sylvia, D., Adnyana, I. M. D. M., Prasetiyo, B., Vianitati, P., & Gebang, A. A. (2021). Metode penelitian kuantitatif. Media Sains Indonesia.
Gamaya, A., & Suardana, I. B. R. (2024). Pengaruh Atmosphere Store, Diskon, Hedonic Shopping, Fashion Involment Dan Emosi Positif Sebagai Variabel Mediasi Terhadap Impulse Buying. Ganaya : Jurnal Ilmu Sosial Dan Humaniora, 7(3), 223–237. https://doi.org/10.37329/ganaya.v7i3.3210
Ghozali, I., & Kusumadewi, K. A. (2023). Partial least squares: Konsep, teknik dan aplikasi menggunakan SmartPLS 4.0 untuk penelitian empiris. Yoga Pratama.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R. Springer.
Hardani, A., Auliya, N. H., Andriani, H., Fardani, R. A., Ustiawaty, J., Utami, E. F., Sukmana, D. J., & Istiqomah, R. R. (2020). Metode penelitian kualitatif dan kuantitatif. CV Pustaka Ilmu.
Hermawati, I., Danial, R. D. M., & Komariah, K. (2025). Analysis of Shopee Live discount vouchers and sales promotions on impulse buying at Madam Gie through content marketing as a mediating variable. Jurnal Riset Manajemen dan Bisnis, 19(6), 3566–3583. http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/380
Isnaini, M., & Rahmidani, R. (2021). Pengaruh store atmosphere dan price discount terhadap impulse buying dengan positive emotion sebagai variabel intervening pada produk fashion. Jurnal Ecogen, 4(1), 10. https://doi.org/10.24036/jmpe.v4i1.10510
Jamjuri, J., Ramdansyah, A. D., & Nupus, H. (2022). Pengaruh merchandising dan price discount terhadap impulse buying melalui emosi positif sebagai intervening. Jurnal Intech, 8(2), 171–181. https://doi.org/10.30656/intech.v8i2.4837
Khafidin. (2020). Konsep perilaku konsumen beserta implikasinya terhadap keputusan pembelian. http://eprints.umsida.ac.id/6801/
Kholidah, R., Ramdan, A. M., & Saori, S. (2024). Analisis social media influencer terhadap impulse buying melalui content marketing sebagai variabel mediasi pada pengguna kosmetik di Indonesia.
Kumaat, J., Ratar, M., & Pangemanan, J. (2024). Pengaruh fashion involvement terhadap impulse buying dengan positive emotion sebagai variabel mediasi pada H&M Manado. Jurnal, 2(2), 163–169.
Kusno, A., Rachma, N., & ABS, M. K. (2020). Pengaruh fashion involvement terhadap impulse buying melalui hedonic value. E-Jurnal Riset Manajemen, 9(4), 14–24.
Larasati, K. L. D., & Yasa, N. N. K. (2021). the Role of Positive Emotion in Mediating the Effect of Price Discount on Impulse Buying Indomaret Customers in Denpasar City, Indonesia. European Journal of Management and Marketing Studies, 6(2), 81–95. https://doi.org/10.46827/ejmms.v6i2.1009
Maidah, E. A., & Sari, D. K. (2022). Pengaruh price discount, fashion involvement, dan shopping lifestyle terhadap impulse buying. Balance: Economic, Business, Management and Accounting Journal, 19(2), 165. https://doi.org/10.30651/blc.v19i2.13014
Martaleni, M., Hendrasto, F., Hidayat, N., Dzikri, A. A., & Yasa, N. N. K. (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
Matahari Department Store. (n.d.). Matahari department store. Retrieved March 24, 2026, from https://www.matahari.com/
Miranda, N., Putri, E., & Sudaryanto, B. (2022). Analisis pengaruh price discount dan daya tarik iklan pada aplikasi e-wallet terhadap pembelian impulsif konsumen generasi Z.
Mrad, M., Majdalani, J., Cui, C. C., & El Khansa, Z. (2020). Brand addiction in the contexts of luxury and fast-fashion brands. Journal of Retailing and Consumer Services, 55, 102089. https://doi.org/10.1016/j.jretconser.2020.102089
Naimah, S., Komariah, K., & Saori, S. (2023). Analisis iklan, promosi cashback, dan flash sale terhadap online impulse buying.
Nilawati, & Fati, N. (2023). Metodologi penelitian. Politeknik Pertanian Negeri Payakumbuh.
Nurlinda, R. A., & Christina, D. (2020). Peran positive emotion sebagai mediator hedonic shopping dan shopping lifestyle terhadap impulse buying di Lazada. Jurnal Riset Manajemen dan Bisnis, 5(1), 231–244.
Pipih, S., & Neny, K. (2020). Pengaruh shopping lifestyle dan positive emotion terhadap impulse buying. Coopetition: Jurnal Ilmiah Manajemen, 11(3), 207–216. https://doi.org/10.32670/coopetition.v11i3.115
Pramestya, N. L. P. U. M., & Widagda, I. J. A. (2020). The role of positive emotion mediates fashion involvement on impulse buying. American Journal of Humanities and Social Sciences Research, 4(9), 1–8.
Purwanto, N. (2021). Dinamika fashion oriented. Literasi Nusantara.
Puspitasari, A., & Telaumbanua, S. N. S. (2022). Pengaruh shopping lifestyle, fashion involvement, dan hedonic shopping motivation terhadap impulse buying. Jurnal Ilmiah Poli Bisnis, 14(1), 41–50. https://doi.org/10.30630/jipb.v14i1.749
Qibtiyah, D., Hurruyati, R., & Hendrayati, H. (2021). The influence of discount on repurchase intention. Proceedings, 385–389.
Rahadhini, M. D., Wibowo, E., & Lukiyanto, K. (2020). The role of positive emotion in hedonic shopping value affecting consumers’ impulse buying. International Journal of Scientific and Technology Research, 9(2), 780–784.
Ramdan, A. M., Siwiyanti, L., Komariah, K., & Saribanon, E. (2023). Manajemen pemasaran. Haura Utama.
Rismawati, R. (2022). Pengaruh store atmosphere, shopping lifestyle, dan fashion involvement terhadap impulse buying dengan positive emotion sebagai variabel intervening. https://doi.org/10.47153/sss23.3862022
Rizaty, M. A. (2025). Data kinerja penjualan eceran Indonesia 1 tahun terakhir hingga Agustus dan proyeksi September 2025. https://dataindonesia.id/ekonomi/detail/data-kinerja-penjualan-eceran-indonesia-1-tahun-terakhir-hingga-agustus-dan-proyeksi-september-2025
Rizqi, F., Putri, C., & Artanti, Y. (2022). Pembelian impulsif pada marketplace: Pengaruh personality, price discount, dan media sosial.
Rofi, R., & Sudarwanto, T. (2021). Pengaruh price discount dan bonus pack terhadap keputusan pembelian produk near expired kecap Bango.
Septiani, H., Yuliana, N., & Pramesa., N. (2025). Kota sukabumi dalam angka sukabumi municipality in figures 2025: Vol. xviii.
Silalahi, I. V., Hurriyati, R., & Widjajanta, B. (2024). Encourage impulse buying on e-commerce: Using positive emotion and price discount. https://doi.org/10.2991/978-94-6463-234-7_88
Sinaga, Y. E., & Marpaung, N. (2023). Pengaruh visual merchandising dan potongan harga terhadap impulse buying. Transekonomika, 3(1), 83–97. https://doi.org/10.55047/transekonomika.v3i1.338
Sudarsono, H. (2020). Manajemen pemasaran. CV Pustaka Abadi.
Sugiyanto, A., Dewi, F. M., & Suhara, T. (2025). Dimensi visual dan psikologis dalam ritel: Analisis price discount dan in-store display pada impulse buying.
Sumampow, K. Z., Soepeno, D., & Raintung, M. C. (2022). Pengaruh fashion involvement, sales promotion, dan positive emotion terhadap impulse buying pada Matahari Department Store. Jurnal EMBA, 10(2), 809.
Trihudiyatmanto, M., & Wardani, I. K. (2021). Emosi positif dalam hubungan store atmosphere terhadap impulse buying. Jurnal Riset Entrepreneurship, 4(2), 26. https://doi.org/10.30587/jre.v4i2.2993
Welsa, H., Cahyani, P. D., & Siahaan, S. N. (2021). Pengaruh fashion involvement dan shopping lifestyle terhadap impulse buying melalui positive emotion sebagai variabel intervening. Journal of Management & Business, 4(1).
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Published
2026-05-18
How to Cite
Nurul Zamara, Kokom Komariah, & Sopyan Saori. (2026). Analysis Of Price Discounts And Fashion Involvement On Impulse Buying With Positive Emotion As An Intervening Variable (Survey of Clothing Shoppers at Matahari Department Store in Sukabumi). International Journal of Economics, Business and Innovation Research, 5(03), 2288-2309. https://doi.org/10.63922/ijebir.v5i03.3704
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