Impulse Buying Di Masa Pandemi Covid 19
Keywords:
Panic Buying, Emotion Induction, Impulse BuyingAbstract
The spread of the covid 19 virus in Indonesia has made consumer behavior different. At first consumers able to control his emotions in making a purchase, but with this virus consumers into a panic. High panic causes consumers to make impulse buying. Hoarding the necessities of daily life makes consumers unable to think clearly. Not to mention that this fear and worry makes emotions increase and also results in impulse buying. This study aims to analyze the effect of panic buying on impulse buying with emotional induction as an intervening variable. The population in this study were online shop shopee customers. The sampling technique used was nonprobability sampling with a purposive method which resulted in a sample of 90 respondents. The sample used in this study is shopee customers who shop from March 2020 to January 2021 with purchases of more than 3 transactions. Methods of data analysis using descriptive analysis and path analysis with α 0.05. Based on the results of this study, it shows that the panic buying variable has a positive and significant effect on emotional induction. Panic buying has a positive and significant effect on impulse buying. Emotional induction has a positive and significant effect on impulse buying. While the results of the Path Analysis say that emotional induction can mediate panic buying against impulse buying.
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