The Effect Of Promotions And Discounts On Impulse Buying Of Nivea Products In Instagram Advertising With Positive Emotion As An Intervening Variable
(Case Study of Nivea Product Purchasing Decisions in the Madiun Community)
Keywords:
Promotion, Discount, Impulse Buying, Positive Emotion
Abstract
Impulse buying refers to unplanned consumer purchases triggered by emotional or situational stimuli. This study investigates the effect of promotions and discounts on impulse buying behavior, with positive emotion as a mediating variable. Using a purposive sampling method, the study surveyed 385 respondents from Madiun City who had purchased Nivea body lotion at least twice. A quantitative approach was employed, with data collected through questionnaires and analyzed using SPSS version 16. The findings reveal that promotions and discounts significantly influence positive emotions, which in turn significantly affects impulse buying. Moreover, positive emotion mediates the relationship between promotions, discounts, and impulse buying behavior
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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
Suryana, R. H. A., & Sari, D. K. (2021). Effect of Visual Merchandising, Store Atmosphere, and Price Discount on Impulse Buying with Positive Emotion as Intervening Variable. Academia Open, 4, 1–20. https://doi.org/10.21070/acopen.5.2021.2596
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Warnerin, G., & Dwijayanti, R. (2020). Pengaruh Diskon Dan in-Store Display Terhadap Impulse Buying Konsumen Matahari Department Store Gress Mall Gresik. Jurnal Pendidikan Tata Niaga (JPTN), 8(2), 896–903. Retrieved from www.sentrarak.com
Andreato, F., Apriyanti, & Setiawan, H. (2023). Pengaruh Promotion, Service Quality Dan Price Terhadap Kepuasan Konsumen Pada Jasa Pengiriman Pt. Pos Indonesia Madiun. Sieminar Inovasi Manajemen Bisnis Dan Akuntansi 5, (September), 383–395.
Anggraini, N. A., & Anisa, F. (2020). Pengaruh Shopping Lifestyle dan Fashion Involvement Terhadap Impulsif Buying Pada Konsumen Shopee Fashion Magelang dengan Positive Emotion Sebagai Variabel Mediasi. Business and Economics Conference in Utilization of Modern Technology, 317–327.
Aprilia, W. K., Wulandari, N. D., & Diantoro, A. K. (2023). The Effect of Discounts and Free Shipping on Impulsive Purchases Moderated by Seller Service. Jurnal Manajemen Universitas Bung Hatta, 18(1), 52–64. https://doi.org/10.37301/jmubh.v18i1.22059
Apriyanti, Sidanti .H, A. N. . (2022). Pengaruh E-Commerce Dan Diskon Terhadap Keputusan Pembelian Pada Ud. Rafi Melalui Minat Beli Sebagai Variabel Intervening (Studi Kasus Anyaman Tas Plastik Pada UD. Rafi Madiun) Devi. Siminar Inovasi Manajemen Bisnis Dan Akuntansi 4, (September 2022).
Averina, R. Y., & Widagda, I. G. N. J. A. (2021). Peran Positive Emotion Dalam Memediasi Pengaruh Price Discount Terhadap Impulse Buying Konsumen Uniqlo. Tjyybjb.Ac.Cn, 27(2), 635–637.
Baumgardner, S. R., & Crothers, M. K. (2014). Pearson New International Edition. British Library Cataloguing-in-Publication Data.
Denia, R., Yohana, C., & Rahmi, R. (2023). Pengaruh Sales Promotion dan Hedonic Shopping terhadap Impulse Buying Behavior melalui Positive Emotion pada Pengguna E-Commerce di Jabodetabek. Digital Business Journal, 1(2), 99. https://doi.org/10.31000/digibis.v2i1.7857
Devi & Jatra. (2021). Positive Emotion Memediasi Sales Promotion Dan Store Environment Terhadap Impulse Buying. Tjyybjb.Ac.Cn, 27(2), 635–637.
Estu Prayoga, D., & Purwanto, H. (2023) Pengaruh Promosi, Diskon, Dan Display Produk Terhadap Impulse Buying Pada Pt Matahari Departemen Seminar Inovasi Manajemen Bisnis dan Akuntansi (SIMBA) 5 Fakultas Ekonomi dan Bisnis Universitas PGRI Madiun (September).
Irawati, W., & Santoso, R. P. (2021). Pengaruh Promosi Online, Price Discount Dan Product Assortment Terhadap Impulse Buying. JPEKBM (Jurnal Pendidikan Ekonomi, Kewirausahaan, Bisnis Dan Manajemen), 5(2), 59. https://doi.org/10.32682/jpekbm.v5i2.2260
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
Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020). The effects of mobile marketing, discount, and lifestyle on consumers’ impulse buying behavior in online marketplace. International Journal of Scientific and Technology Research, 9(3), 1569–1577.
Jamjuri, Ramdansyah, A. D., & Nupus, H. (2022). Pengaruh Merchandising dan Price Discount Terhadap Impulse Buying Melalui Emosi Positif Sebagai Intervening. Jurnal INTECH Teknik Industri Universitas Serang Raya, 8(2), 171–181. Retrieved from http://dx.doi.org/10.30656/intech.v8i2.4837
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran edisi 12 Jilid 1 & 2. Jakarta: PT Indeks
Liantifa, M., Haryono, G., & Tjiptono. (2022). Discount, Promotion Dan Shopping Lifestyle Terhadap Impulse Buying Pada Online Shop (Studi Kasus Pada Mahasiswa STIE Sakti Alam Kerinci). Al-Dzahab, 3(1), 10–20.
Marcelino, R., & Sukawati, T. G. R. (2023). The Role of Positive Emotion in Mediateing Sales Promotion towards Impluse Buying In E-Commerce Shopee (Study on Shopee Consumers in Denpasar City). International Journal of Multidisciplinary Research and Analysis, 06(06), 2629–2640. https://doi.org/10.47191/ijmra/v6-i6-63
Mentari, & Ratna Pamikatsih, T. (2022). Pengaruh Price Discount Dan Hedonic Shopping Motivation Terhadap Impulse Buying: Positive Emotion Sebagai Variabel Mediasi. Edunomika, 06(02), 1–10.
Putri, P. I. W., & Andani, I. G. A. K. S. (2023). Peran Positive Emotion Memediasi Pengaruh Sales Promotion Dan Hedonic Consumption Terhadap Impulse Buying. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 12(01), 1558. https://doi.org/10.24843/eeb.2023.v12.i01.p03
Rachma, R. D. A., Fauzi, R. U. A., & Muryaniti, D. (2023). Pengaruh E-Wom Dan Promosi Terhadap Minat Beli Konsumen Pada Produk Richeese Factory Di Madiun. Seminar Inovasi Manajemen Bisnis Dan Akuntansi 5, 2020(September).
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
Suryana, R. H. A., & Sari, D. K. (2021). Effect of Visual Merchandising, Store Atmosphere, and Price Discount on Impulse Buying with Positive Emotion as Intervening Variable. Academia Open, 4, 1–20. https://doi.org/10.21070/acopen.5.2021.2596
Sutisna. 2002. Perilaku Konsumen dan Komunikasi Pemasaran, Bandung: Penerbit PT. Remaja Rosdakarya
Vannesse M. K., Nanga, M., & Alvita, M. (2024). Pengaruh Atmosfer Toko Dan Promosi Terhadap Impulse Buying Melalui Emosi Positif Sebagai Variabel Mediasi. MASMAN: Master Manajemen, 2(2), 08–16. https://doi.org/10.59603/masman.v2i2.379
Warnerin, G., & Dwijayanti, R. (2020). Pengaruh Diskon Dan in-Store Display Terhadap Impulse Buying Konsumen Matahari Department Store Gress Mall Gresik. Jurnal Pendidikan Tata Niaga (JPTN), 8(2), 896–903. Retrieved from www.sentrarak.com
Published
2026-02-08
How to Cite
Rizal Ula Ananta Fauzi, Devi Sulistia Ningrum, & Dian Citaningtyas Ari Kadi. (2026). The Effect Of Promotions And Discounts On Impulse Buying Of Nivea Products In Instagram Advertising With Positive Emotion As An Intervening Variable: (Case Study of Nivea Product Purchasing Decisions in the Madiun Community). International Journal of Business and Quality Research, 4(01), 176-192. https://doi.org/10.63922/ijbqr.v4i01.2948
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