ANTARA TEKANAN EKONOMI DAN SELF-REWARD: DINAMIKA PERSEPSI HARGA DALAM MENDORONG PEMBELIAN IMPULSIF PRODUK EMINA DI BALI

Abstract

This study seeks to examine the relationship between economic pressure and self-reward in relation to Impulse Buying, with a particular focus on the moderating effect of price perception for Emina cosmetic products in Bali. This study utilizes a quantitative methodology, employing Partial Least Squares–Structural Equation Modeling (PLS-SEM) with a sample of 160 active female undergraduate students in Bali, gathered via an online survey. The findings suggest that economic pressure and self-reward substantially influence impetuous purchasing of Emina cosmetic products. However, price perception does not influence the strength of the relationship between economic pressure and impulse purchasing, nor does it affect the association between self-reward and impulse buying. These findings are anticipated to offer valuable implications for marketing strategies, especially within the cosmetic industry.