Shopping Lifestyle and Sales Promotion Effects on Impulsive Buying Through Positive Emotion Among Shopee Users in Balikpapan

This study examined associations among shopping lifestyle, sales promotion, positive emotion, and impulsive buying among Shopee users in Balikpapan, Indonesia. A cross-sectional explanatory survey collected responses from 140 purposively selected users. The questionnaire assessed four reflective constructs using 28 five-point Likert items, and the reported data were analyzed with partial least squares structural equation modeling in SmartPLS 4. The hypothesis-testing table reported positive associations between shopping lifestyle and impulsive buying (β = 0.611, p < 0.001), sales promotion and impulsive buying (β = 0.265, p = 0.021), shopping lifestyle and positive emotion (β = 0.387, p < 0.001), sales promotion and positive emotion (β = 0.475, p < 0.001), and positive emotion and impulsive buying (β = 0.286, p = 0.001). Indirect relationships through positive emotion were also reported for shopping lifestyle (β = 0.111, p = 0.015) and sales promotion (β = 0.136, p = 0.003). The model accounted for 71.7% of variance in impulsive buying and 65.4% in positive emotion. These associations suggest that shopping orientation, promotional incentives, and affective experience jointly characterize spontaneous purchasing in the surveyed group, although the cross-sectional design precludes causal conclusions.