Title:
THE EFFECT OF PROMOTION ON IMPULSE BUYING WITH SHOPPING EMOTION AS A MEDIATION VARIABLE

Authors:
Komang Yuni Anita and Ni Made Wulandari Kusumadewi ,Indonesia

Abstract:
This study aims to determine the role of shopping emotion in mediating the effect of promotion on impulse buying. The population in this study were consumers of Wardah cosmetic products in Denpasar City. The method of determining the sample is done by non-probability sampling method, through purposive sampling technique so that the number of samples used is 96 respondents. Data collection is done through a questionnaire. The analysis technique used is path analysis technique. The results showed that promotion had a positive and significant effect on shopping emotion, promotion had a positive and significant effect on impulse buying, shopping emotion had a positive and significant effect on impulse buying, and shopping emotion was able to mediate the effect of promotion on impulse buying. The results of the study also reveal that the importance of the promotion role carried out by producers is to be able to increase consumer interest and desire to make purchases, especially impulse purchases. In addition to promotion, producers must be able to stimulate and influence consumer emotions to choose to use Wardah cosmetics by making consumers feel interested, satisfied, happy and comfortable when shopping for Wardah cosmetic products.