Peran Emosi Konsumen Dalam Memediasi Produk Hedonik Dengan Inersia Dan Pembelian Impulsif
Keywords:
produk hedonik, emosi konsumen, inersia konsumen, pembelian impulsif
Abstract
Eksistensi emosi, inersia, dan pembelian impulsif menjadi fenomena dalam perilaku seseorang. Ketiga konstruk tersebut merupakan konsekuensi atas kehadiran produk hedonik dalam sebuah pasar. Penelitian ini bertujuan untuk mengestimasi pengaruh produk bernilai hedonik terhadap emosi konsumen, inersia, dan pembelian impulsif serta mengeksplorasi peran emosi konsumen dalam menghubungkan produk hedonik dengan inersia dan pembelian impulsif. Dengan menggunakan pendekatan kuantitatif, sebanyak 182 responden digunakan berdasarkan purposive sampling dengan kriteria berusia lebih dari 18 tahun dan merupakan konsumen reguler. Hasil penelitian menunjukkan produk hedonik mampu mempengaruhi emosi konsumen dan pembelian impulsif, namun tidak signifikan dalam memprediksi inersia. Temuan lainnya menunjukkan adanya peran emosi konsumen dalam memediasi pengaruh produk hedonik baik terhadap inersia maupun pembelian impulsif. Adapun temuan dalam studi ini dapat digunakan sebagai pembelajaran dalam membangkitkan ikatan emosi positif konsumen sehingga mendorong inersia dan pembelian impulsif.
References
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Darma, L. A., & Japarianto, E. (2014). Analisa Pengaruh Hedonic Shopping Value Terhadap Impulse Buying Dengan Shopping Lifestyle dan Posituve Emotion Sebagai Variabel Intervening Pada Mall Ciputra Word Surabaya. Jurnal Manajemen Pemasaran, 8(2), 80–90. https://doi.org/10.9744/pemasaran.8.2.80-89
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Hosany, S., & Prayag, G. (2013). Patterns of tourists’ emotional responses, satisfaction, and intention to recommend. Journal of Business Research, 66(6), 730–737. https://doi.org/10.1016/j.jbusres.2011.09.011
Huber, F., Meyer, F., & Schmid, D. A. (2015). Brand love in progress – the interdependence of brand love antecedents in consideration of relationship duration. Journal of Product and Brand Management, 24(6), 567–579. https://doi.org/10.1108/JPBM-08-2014-0682
Jaw, C. (2014). The Effects of Consumer Inertia and Emotions on New Technology Acceptance. International Journal of Economics and Management Engineering, 8(8), 2489–2496.
Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand love and positive word of mouth: the moderating effects of experience and price. Journal of Product and Brand Management, 25(6), 527–537. https://doi.org/10.1108/JPBM-03-2015-0834
Ladhari, R., Souiden, N., & Dufour, B. (2017). The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions. Journal of Retailing and Consumer Services, 34, 10–18. https://doi.org/10.1016/j.jretconser.2016.09.005
Lasaleta, J. D., & Loveland, K. E. (2019). What’s new is old again: Nostalgia and retro-styling in response to authenticity threats. Journal of the Association for Consumer Research, 4(2), 172–184. https://doi.org/10.1086/702473
Lee, S., & Kim, D.-Y. (2018). The effect of hedonic and utilitarian values on satisfaction and loyalty of Airbnb users. International Journal of Contemporary Hospitality Management, 30(3), 1332–1351. https://doi.org/10.1108/IJCHM-09-2016-0504
Lee, Y. K., Lee, C. K., Lee, W., & Ahmad, M. S. (2021). Do hedonic and utilitarian values increase pro-environmental behavior and support for festivals? Asia Pacific Journal of Tourism Research, 26(8), 921–934. https://doi.org/10.1080/10941665.2021.1927122
Liao, C., To, P.-L., Wong, Y.-C., Palvia, P., & Kakhki, M. D. (2016). The impact of presentation mode and product type on online impulse buying decisions. Journal of Electronic Commerce Research, 17(2), 153–168. https://www.researchgate.net/publication/304929591
Lim, X. J., Cheah, J. H., Cham, T. H., Ting, H., & Memon, M. A. (2020). Compulsive buying of branded apparel, its antecedents, and the mediating role of brand attachment. Asia Pacific Journal of Marketing and Logistics, 32(7), 1539–1563. https://doi.org/10.1108/APJML-03-2019-0126
Loureiro, S. M. C. (2017). Medical tourists’ emotional and cognitive response to credibility and Servicescape. Current Issues in Tourism, 20(15), 1633–1652. https://doi.org/10.1080/13683500.2015.1050363
Mamuaya, N., & Pandowo, A. (2023). Pembelian Impulsif. Mafy Media Literasi Indonesia.
Mesquita, J., & Urdan, A. (2019). Determinants of Customer Inertia - An Investigation of Mobile Phone Services. Review Of Business Management, 21(2), 234–253. https://doi.org/10.7819/rbgn.v21i2.3972
Millan, E., & Reynolds, J. (2014). Self-construals, symbolic and hedonic preferences, and actual purchase behavior. Journal of Retailing and Consumer Services, 21(4), 550–560. https://doi.org/10.1016/j.jretconser.2014.03.012
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Ramadania, R., Ratnawati, R., Juniwati, J., Afifah, N., Heriyadi, H., & Darma, D. C. (2022). Impulse Buying and Hedonic Behavior: A Mediation Effect of Positive Emotions. Virtual Economics, 5(1), 43–64. https://doi.org/10.34021/VE.2022.05.01(3)
Russell, J. A. (2017). Mixed Emotions Viewed from the Psychological Constructionist Perspective. Emotion Review, 9(2), 111–117. https://doi.org/10.1177/1754073916639658
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Serra-Cantallops, A., Ramon-Cardona, J., & Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing - ESIC, 22(2), 142–162. https://doi.org/10.1108/SJME-03-2018-0009
Siddique, S., & Rajput, A. (2022). Self-expressiveness and hedonic brand affect brand love through brand jealousy. Future Business Journal, 8(1), 23–36. https://doi.org/10.1186/s43093-022-00136-6
Tarka, P., Kukar-Kinney, M., & Harnish, R. J. (2022). Consumers’ personality and compulsive buying behavior: The role of hedonistic shopping experiences and gender in mediating-moderating relationships. Journal of Retailing and Consumer Services, 64. https://doi.org/10.1016/j.jretconser.2021.102802
Thompson, R. J., Mata, J., Jaeggi, S. M., Buschkuehl, M., Jonides, J., & Gotlib, I. H. (2012). The everyday emotional experience of adults with major depressive disorder: Examining emotional instability, inertia, and reactivity. Journal of Abnormal Psychology, 121(4), 819–829. https://doi.org/10.1037/a0027978
Turkyilmaz, C. A., Erdem, S., & Uslu, A. (2015). The Effects of Personality Traits and Website Quality on Online Impulse Buying. Procedia - Social and Behavioral Sciences, 175, 98–105. https://doi.org/10.1016/j.sbspro.2015.01.1179
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Wang, W. T., Ou, W. M., & Chen, W. Y. (2019). The impact of inertia and user satisfaction on the continuance intentions to use mobile communication applications: A mobile service quality perspective. International Journal of Information Management, 44, 178–193. https://doi.org/10.1016/j.ijinfomgt.2018.10.011
Wei, Q., Dong, L. V, Lin, Y., Zhu, D. M., Liu, S., & Liu, Y. (2023). Influence of Utilitarian and Hedonic Attributes on Willingness to Pay Green Product Premiums and Neural Mechanisms in China. Sustainability, 15, 1–16. https://doi.org/10.3390/su.15032403
Yi, S., & Jai, T. (2020). Impacts of consumers’ beliefs, desires and emotions on their impulse buying behavior: application of an integrated model of belief-desire theory of emotion. Journal of Hospitality Marketing and Management, 29(6), 662–681. https://doi.org/10.1080/19368623.2020.1692267
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Cahyani, L., & Marcelino, D. (2023). Positive Emotions as Mediation Between Hedonic Shopping Motivations on Impulsive Buying Behavior of E-Commerce in Indonesia. Asia Pacific Management and Business Application, 011(03), 347–362. https://doi.org/10.21776/ub.apmba.2023.011.03.7
Carter, L., Gray, D., D’Alessandro, S., & Johnson, L. (2016). The “I Love To Hate Them” Relationship with Cell Phone Service Providers: The Role of Customer Inertia and Anger. Services Marketing Quarterly, 37(4), 225–240. https://doi.org/10.1080/15332969.2016.1217680
Chan, W. Y., To, C. K. M., & Chu, W. C. (2015). Materialistic consumers who seek unique products: How does their need for status and their affective response facilitate the repurchase intention of luxury goods? Journal of Retailing and Consumer Services, 27, 1–10. https://doi.org/10.1016/j.jretconser.2015.07.001
Chen-Yu, J. H., Kincade, D. H., & Rhee, Y. (2022). Effects of consumer characteristics and product presentations on online apparel impulse buying. Journal of Global Fashion Marketing, 13(3), 205–220. https://doi.org/10.1080/20932685.2022.2032793
Chung, N., Song, H. G., & Lee, H. (2017). Consumers’ impulsive buying behavior of restaurant products in social commerce. International Journal of Contemporary Hospitality Management, 29(2), 709–731. https://doi.org/10.1108/IJCHM-10-2015-0608
Cui, R., Xin, S., & Li, Z. (2021). Interrogating and redefining the concept of consumer inertia. Journal of Consumer Behaviour, 20(1), 21–31. https://doi.org/10.1002/cb.1849
Darma, L. A., & Japarianto, E. (2014). Analisa Pengaruh Hedonic Shopping Value Terhadap Impulse Buying Dengan Shopping Lifestyle dan Posituve Emotion Sebagai Variabel Intervening Pada Mall Ciputra Word Surabaya. Jurnal Manajemen Pemasaran, 8(2), 80–90. https://doi.org/10.9744/pemasaran.8.2.80-89
Diah, A. M., Pristanti, H., Aspianti, R., & Syachrul. (2019). The Influence of Hedonic Shopping Value and Store Atmosphere and Promotion of Impulse Buying through Positive Emotion on the consumer of Sogo Department Store in Samarinda. Advances in Economics, Business and Management Research, 75, 103–108.
Geiger-Oneto, S., Gelb, B. D., Walker, D., & Hess, J. D. (2013). “Buying status” by choosing or rejecting luxury brands and their counterfeits. Journal of the Academy of Marketing Science, 41(3), 357–372. https://doi.org/10.1007/s11747-012-0314-5
Gray David and D’Alessandro, S. and C. L. (2016). The Influence of Inertia on Brand Switching Behaviour. In J. (Jonathon) Campbell Colin and Ma (Ed.), Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing (pp. 779–787). Springer International Publishing.
Guo, J., Wang, X., & Wu, Y. (2020). Positive emotion bias: Role of emotional content from online customer reviews in purchase decisions. Journal of Retailing and Consumer Services, 52, 1–11. https://doi.org/10.1016/j.jretconser.2019.101891
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Harmeling, C. M., Palmatier, R. W., Houston, M. B., Arnold, M. J., & Samaha, S. A. (2015). Transformational Relationship Events. Journal of Marketingu, 79(5), 39–62.
Harrison-Walker, L. J. (2019). The effect of consumer emotions on outcome behaviors following service failure. Journal of Services Marketing, 33(3), 285–302. https://doi.org/10.1108/JSM-04-2018-0124
Henderson, C. M., Steinhoff, L., Harmeling, C. M., & Palmatier, R. W. (2021). Customer inertia marketing. Journal of the Academy of Marketing Science, 49(2), 350–373. https://doi.org/10.1007/s11747-020-00744-0
Horváth, C., & Adıgüzel, F. (2018). Shopping enjoyment to the extreme: Hedonic shopping motivations and compulsive buying in developed and emerging markets. Journal of Business Research, 86, 300–310. https://doi.org/10.1016/j.jbusres.2017.07.013
Hosany, S., & Prayag, G. (2013). Patterns of tourists’ emotional responses, satisfaction, and intention to recommend. Journal of Business Research, 66(6), 730–737. https://doi.org/10.1016/j.jbusres.2011.09.011
Huber, F., Meyer, F., & Schmid, D. A. (2015). Brand love in progress – the interdependence of brand love antecedents in consideration of relationship duration. Journal of Product and Brand Management, 24(6), 567–579. https://doi.org/10.1108/JPBM-08-2014-0682
Jaw, C. (2014). The Effects of Consumer Inertia and Emotions on New Technology Acceptance. International Journal of Economics and Management Engineering, 8(8), 2489–2496.
Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand love and positive word of mouth: the moderating effects of experience and price. Journal of Product and Brand Management, 25(6), 527–537. https://doi.org/10.1108/JPBM-03-2015-0834
Ladhari, R., Souiden, N., & Dufour, B. (2017). The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions. Journal of Retailing and Consumer Services, 34, 10–18. https://doi.org/10.1016/j.jretconser.2016.09.005
Lasaleta, J. D., & Loveland, K. E. (2019). What’s new is old again: Nostalgia and retro-styling in response to authenticity threats. Journal of the Association for Consumer Research, 4(2), 172–184. https://doi.org/10.1086/702473
Lee, S., & Kim, D.-Y. (2018). The effect of hedonic and utilitarian values on satisfaction and loyalty of Airbnb users. International Journal of Contemporary Hospitality Management, 30(3), 1332–1351. https://doi.org/10.1108/IJCHM-09-2016-0504
Lee, Y. K., Lee, C. K., Lee, W., & Ahmad, M. S. (2021). Do hedonic and utilitarian values increase pro-environmental behavior and support for festivals? Asia Pacific Journal of Tourism Research, 26(8), 921–934. https://doi.org/10.1080/10941665.2021.1927122
Liao, C., To, P.-L., Wong, Y.-C., Palvia, P., & Kakhki, M. D. (2016). The impact of presentation mode and product type on online impulse buying decisions. Journal of Electronic Commerce Research, 17(2), 153–168. https://www.researchgate.net/publication/304929591
Lim, X. J., Cheah, J. H., Cham, T. H., Ting, H., & Memon, M. A. (2020). Compulsive buying of branded apparel, its antecedents, and the mediating role of brand attachment. Asia Pacific Journal of Marketing and Logistics, 32(7), 1539–1563. https://doi.org/10.1108/APJML-03-2019-0126
Loureiro, S. M. C. (2017). Medical tourists’ emotional and cognitive response to credibility and Servicescape. Current Issues in Tourism, 20(15), 1633–1652. https://doi.org/10.1080/13683500.2015.1050363
Mamuaya, N., & Pandowo, A. (2023). Pembelian Impulsif. Mafy Media Literasi Indonesia.
Mesquita, J., & Urdan, A. (2019). Determinants of Customer Inertia - An Investigation of Mobile Phone Services. Review Of Business Management, 21(2), 234–253. https://doi.org/10.7819/rbgn.v21i2.3972
Millan, E., & Reynolds, J. (2014). Self-construals, symbolic and hedonic preferences, and actual purchase behavior. Journal of Retailing and Consumer Services, 21(4), 550–560. https://doi.org/10.1016/j.jretconser.2014.03.012
O’Cass, A., & Siahtiri, V. (2013). In search of status through brands from western and asian origins: examining the changing face of fashion clothing consumption in chinese young adults. Journal of Retailing and Consumer Services, 20(6), 505–515. https://doi.org/10.1016/j.jretconser.2013.05.005
Palazon, M., & Delgado-Ballester, E. (2013). The role of product-premium fit in determining the effectiveness of hedonic and utilitarian premiums. Psychology and Marketing, 30(11), 985–995. https://doi.org/10.1002/mar.20661
Pandowo, A., Kasanah, S. U., Masruchin, S., & Hurdawaty, R. (2023). Manajemen Pemasaran. Basya Media Utama.
Pandowo, A., Pandowo, M., & Sumakul, G. C. (2023). Emosi konsumen dan ikatan merek sebagai mediasi antara nilai hedonik dan harga premium pada pelanggan makanan siap saji. Management Business Review, 7(2), 151–168. https://doi.org/10.21067/mbr.v7i2.9124
Polites, & Karahanna. (2012). Shackled to the Status Quo: The Inhibiting Effects of Incumbent System Habit, Switching Costs, and Inertia on New System Acceptance. MIS Quarterly, 36(1), 21. https://doi.org/10.2307/41410404
Ramadania, R., Ratnawati, R., Juniwati, J., Afifah, N., Heriyadi, H., & Darma, D. C. (2022). Impulse Buying and Hedonic Behavior: A Mediation Effect of Positive Emotions. Virtual Economics, 5(1), 43–64. https://doi.org/10.34021/VE.2022.05.01(3)
Russell, J. A. (2017). Mixed Emotions Viewed from the Psychological Constructionist Perspective. Emotion Review, 9(2), 111–117. https://doi.org/10.1177/1754073916639658
Šeinauskienė, B., Rūtelionė, A., Tarutė, A., Nikou, S., & Lekavičienė, R. (2021). The effect of emotional intelligence on materialism and compulsive buying. Drustvena Istrazivanja, 30(3), 487–508. https://doi.org/10.5559/di.30.3.02
Serra-Cantallops, A., Ramon-Cardona, J., & Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing - ESIC, 22(2), 142–162. https://doi.org/10.1108/SJME-03-2018-0009
Siddique, S., & Rajput, A. (2022). Self-expressiveness and hedonic brand affect brand love through brand jealousy. Future Business Journal, 8(1), 23–36. https://doi.org/10.1186/s43093-022-00136-6
Tarka, P., Kukar-Kinney, M., & Harnish, R. J. (2022). Consumers’ personality and compulsive buying behavior: The role of hedonistic shopping experiences and gender in mediating-moderating relationships. Journal of Retailing and Consumer Services, 64. https://doi.org/10.1016/j.jretconser.2021.102802
Thompson, R. J., Mata, J., Jaeggi, S. M., Buschkuehl, M., Jonides, J., & Gotlib, I. H. (2012). The everyday emotional experience of adults with major depressive disorder: Examining emotional instability, inertia, and reactivity. Journal of Abnormal Psychology, 121(4), 819–829. https://doi.org/10.1037/a0027978
Turkyilmaz, C. A., Erdem, S., & Uslu, A. (2015). The Effects of Personality Traits and Website Quality on Online Impulse Buying. Procedia - Social and Behavioral Sciences, 175, 98–105. https://doi.org/10.1016/j.sbspro.2015.01.1179
Urio, S., Palomo, R. R., & Gavilan, D. (2023). From Behavioral Strategy to Emotional Strategy: It Is Time to Use Emotions as a Competitive Advantage. Open Journal of Business and Management, 11(01), 279–294. https://doi.org/10.4236/ojbm.2023.111016
Van Overveld, M. (2016). Emotion regulation can be costly. A study on the effects of emotion regulation strategies on impulsive purchases in consumers. Innovative Marketing, 12(1), 41–49. https://doi.org/10.21511/im.12(1).2016.04
Wang, W. T., Ou, W. M., & Chen, W. Y. (2019). The impact of inertia and user satisfaction on the continuance intentions to use mobile communication applications: A mobile service quality perspective. International Journal of Information Management, 44, 178–193. https://doi.org/10.1016/j.ijinfomgt.2018.10.011
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Yi, S., & Jai, T. (2020). Impacts of consumers’ beliefs, desires and emotions on their impulse buying behavior: application of an integrated model of belief-desire theory of emotion. Journal of Hospitality Marketing and Management, 29(6), 662–681. https://doi.org/10.1080/19368623.2020.1692267
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Published
2025-06-09
How to Cite
Pandowo, A., J. Sondakh, J., S. Soegoto, A., N. Tawas, H., & S. B. Sumarauw, J. (2025). Peran Emosi Konsumen Dalam Memediasi Produk Hedonik Dengan Inersia Dan Pembelian Impulsif. Jurnal Manajemen Dan Keuangan, 14(1), 130-150. https://doi.org/10.33059/jmk.v14i1.10494
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