The Effect of Shopping Lifestyle and Sales Promotion on Impulse Buying with Positive Emotion as a Mediating Variable Among Generation Z Shopee Users in the City of Pekanbaru
Purpose: This study aims to analyze the effect of Shopping Lifestyle and Sales Promotion on Impulse Buying with Positive Emotion as a mediating variable among Generation Z Shopee users in Pekanbaru City. Design/methodology approach: This study uses a quantitative approach with the Theory of Planned Behavior (TPB) framework. Data were obtained by distributing questionnaires to 170 Generation Z Shopee users in Pekanbaru City. Data analysis was performed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method using SmartPLS software. Findings: The results showed that Shopping Lifestyle and Sales Promotion had a positive and significant effect on Impulse Buying. In addition, Positive Emotion was also found to have a significant positive effect on Impulse Buying and was able to mediate the relationship between Shopping Lifestyle and Sales Promotion on Impulse Buying. Practical implications: These findings indicate that Generation Z's shopping behavior on Shopee is not only influenced by Shopping Lifestyle and Sales Promotion, but also by the Positive Emotion felt while shopping. Originality value: E-commerce players such as Shopee are advised to design more attractive promotional strategies while creating a pleasant shopping experience to increase Impulse Buying among Generation Z.