Pengaruh Promosi Penjualan, Motivasi Belanja Hedonis, Personalisasi, Pengalaman Pengguna, Terhadap Niat Belanja Yang Dimoderasi Oleh Emosi Positif
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Abstract
Perkembangan pesat teknologi digital telah mengubah pola konsumsi masyarakat, terutama dalam konteks belanja melalui platform marketplace. Penelitian ini dilatarbelakangi oleh urgensi untuk memahami bagaimana faktor-faktor eksternal seperti promosi penjualan, motivasi belanja hedonis, personalisasi, dan pengalaman pengguna dapat membentuk emosi positif yang pada akhirnya memengaruhi niat belanja konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data melalui survei daring. Data diperoleh dari 132 responden yang merupakan pengguna aktif platform marketplace di wilayah Kabupaten Tangerang. Analisis dibuat dengan menggunakan Structural Equation Modeling dengan pendekatan Partiel Lest Square (SEM – PLS ), dengan menggunakan perangkat lunak SmartPLS. Temuan penelitian memperlihatkan bahwa promosi penjualan, personalisasi, dan pengalaman pengguna secara positif mempengaruhi emosi positif, sedangkan motivasi belanja hedonis tidak memiliki dampak yang signifikan. Emosi positif terbukti memiliki pengaruh signifikan terhadap niat belanja. Temuan ini memberikan implikasi penting bagi para pelaku bisnis digital, khususnya dalam merancang strategi pemasaran yang dapat menciptakan pengalaman belanja yang menyenangkan dan emosional pengguna platform marketplace. Adapun tujuan penelitian ini adalah untuk menganalisis pengaruh promosi penjualan, motivasi belanja hedonis, personalisasi, dan pengalaman pengguna terhadap emosi positif, serta menguji peran emosi positif dalam memoderasi hubungan tersebut terhadap niat belanja konsumen.
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