Journal of Economics, Business, and Accountancy Ventura Vol. 24, No. 3, December – March 2022, pages 339 - 349 Shopping Value Resonance of Household Appliance and Purchase Intentions in E-Commerce Makmur Sujarwo 1,2,* , Farida Indriani 3 1 Doctoral Program Student, Faculty of Economics and Business, Universitas Diponegoro, Semarang, Central Java Indonesia Universitas Pancasakti Tegal, Tegal, Central Java, Indonesia Universitas Diponegoro, Semarang, Central Java, Indonesia ARTICLE INFO Article history: Received : 11 July 2021 Revised : 25 November 2021 Accepted : 26 November 2021 JEL Classification: D12, M31, M37 Key words: Monetary promotion, Shopping value resonance, Purchase intention DOI: 10.14414/jebav.v24i3.2894. ABSTRACT This study investigates shopping value resonance as a novelty concept that can bridge monetary promotion to purchase intentions on e-commerce platforms. Previous research has revealed that monetary promotion does not affect purchase intentions. The data was collected through a survey of 426 respondents who had shopped online in the form of home appliances and domiciled in Central Java, Indonesia. The data is analyzed using the Structural Equation Model PLS. The results show that monetary promotion has a significant and positive effect on purchase intention and shopping value resonance. Furthermore, shopping value resonance positively affects purchase intention. All the hypotheses are confirmed. The role of shopping value resonance as a mediation of monetary promotion and purchase intention is proven. Companies engaged in e-commerce can increase monetary promotion (e.g., discounts) through shopping value resonance, so that customer shopping on e-commerce is more comfortable and fun. This will have an impact on increasing purchase intentions. The findings suggest the need for companies to create monetary added value in their promotional activities considered useful by their customers. ABSTRAK Penelitian ini bertujuan untuk menyelidiki shopping value resonance sebagai konsep kebaruan dapat menjembatani promosi finansial terhadap niat berbelanja pada platform e-commerce. Penelitian terdahulu mengungkapkan bahwa promosi finansial tidak berpengaruh terhadap niat berbelanja. Data dikumpulkan melalui survey terhadap 426 responden yang pernah berbelanja online berupa alat perlengkapan rumah dan berdomisili di Jawa Tengah, Indonesia. Data dianalisis dengan menggunakan Structural Equation Model PLS. Hasil penelitian menunjukkan bahwa promosi finansial berpengaruh signifikan dan positif terhadap niat berbelanja dan shopping value resonance. Selanjutnya, shopping value resonance berpengaruh positif terhadap niat berbelanja. Semua hipotesis terbukti dalam penelian ini. Peran shopping value resonance sebagai mediasi promosi finansial dan niat berbelanja terbukti. Perusahaan yang bergerak pada bisnis e-commerce dapat meningkatkan promosi finansial (misalnya diskon) melalui shopping value resonance agar belanja pelanggan pada e-commerce semakin nyaman dan menyenangkan. Hal ini akan berdampak pada peningkatan niat berbelanja. Hasil penelitian menyarankan perlunya perusahaan untuk menciptkan nilai tambah finansial dalam kegiatan promosinya yang dipandang bermanfaat oleh pelanggannya. 1. INTRODUCTION The development of e-commerce business in Indonesia has experienced a very significant increase. Based on databoks.co.id, the We Are Social survey results in April 2021, Indonesia is the largest user of e-commerce services globally, with 88.1%. The peak moment of promotion (e.g., moment 12.12), known as HARBOLNAS (national online shopping day), is always used as the peak moment of discount for marketplace sites in marketing their products. This research is interesting because the implications of sales promotion run by companies with e-commerce platforms using monetary and non-monetary promotions can increase customer * Corresponding author, email address: makmursujarwo78@students.undip.ac.id 339 3 2