Proceedings of the 4th Annual International Conference on Language, Literature and Media (AICOLLIM 2022)

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Positive Emotion in Muslim Fashion Mediating the Impact of Islamic Promotion and Hedonic Motivation on Impulse Buying

Authors
Raka Malik Azid1, *, Vivin Maharani Ekowati1
1Magister of Shariah Economics, Universitas Islam Negeri Maulana Malik Ibrahim, Malang, Indonesia
*Corresponding author. Email: Rakamalik97@gmail.com
Corresponding Author
Raka Malik Azid
Available Online 14 March 2023.
DOI
10.2991/978-2-38476-002-2_54How to use a DOI?
Keywords
Islamic Promotion; Hedonic Shopping Motivation; Positive Emotion; Impulse Buying
Abstract

This study tries to comprehend how positive emotions in Muslim fashion products act as a mediator between the impression of Islamic promotion and hedonic shopping motivation on impulse buying. This research focuses on Generation Z consumers in Banyuwangi Regency who have shopped at e-commerce. Explanatory research using a quantitative methodology is this kind of research. With a total of 100 respondents, the slovin approach, a purposive sample technique, was utilized as the sampling method. An online survey with a Likert scale of 1–4 was used as the data source. The analysis method includes using SPSS for assumptions test, determinant coefficient, path analysis, and testing hypotheses. The findings of this study demonstrated that the direct influence between Islamic promotion and hedonic shopping motivation had a substantial impact on positive emotions. Islamic promotion, hedonic shopping motivation, and positive emotions have a substantial impact on impulsive buying. Positive emotions mediated the impact of Islamic promotion on impulsive buying, but diverse positive emotion outcomes are unable to mediate the relationship between hedonistic shopping motivation and impulsive buying.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 4th Annual International Conference on Language, Literature and Media (AICOLLIM 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
14 March 2023
ISBN
10.2991/978-2-38476-002-2_54
ISSN
2352-5398
DOI
10.2991/978-2-38476-002-2_54How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Raka Malik Azid
AU  - Vivin Maharani Ekowati
PY  - 2023
DA  - 2023/03/14
TI  - Positive Emotion in Muslim Fashion Mediating the Impact of Islamic Promotion and Hedonic Motivation on Impulse Buying
BT  - Proceedings of the 4th Annual International Conference on Language, Literature and Media (AICOLLIM 2022)
PB  - Atlantis Press
SP  - 574
EP  - 584
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-002-2_54
DO  - 10.2991/978-2-38476-002-2_54
ID  - Azid2023
ER  -