PENGARUH KONDISI EMOSI TERHADAP PEMBELIAN KOSMETIK SECARA DARING

Abstract

Impulsive buying behavior has been known since years ago, in fact the research
about impulsive buying behavior has been done since early 70s. Impulsive buying
behavior has been known with the sudden urge to buy something without intention
or plan at earlier time. This research refers to earlier research about “Impulsive
Buying Trait: An Effective Moderator for Shopping Emotions and Perceived Risk.”
However this research omitted several variables such as perceived risk, impulsive
buying intention, and impulsive buying trait, since three of them was not relevant
Vol. 9 | No. 1 | Tahun 2023
24
to the research. Generally, this research was to know the effect of emotional states
to impulsive buying behavior.
The object of this research was online cosmetic purchase, which was specifically
targeted women who have been shopping cosmetics online for at least 5 times and
for the last 6 months (from July – December 2015) she at least shop for 3 times.
The data gathered by online questionnaire and the respondents were tested their
validity by answering several questions about their online cosmetics purchase
frequency. Respondents consist of 272 people who mostly are university students.
Data then analyzed using logistic regression to test the hypothesis.The result
showed that emotional states positively associated with impulsive buying behavior.
Keyword: Arousal, Dominance, Emotional States, Impulsive Buying Behavior,
Impulsive Buying Trait, Pleasure