Pembelian impulsif pada e-commerce shopee (studi pada konsumen shopee di Jakarta Selatan)

Simon Tumanggor, Prasetyo Hadi, Rosali Sembiring

Abstract


Competition in the e-commerce world is rising so competitively. Every time e-commerce offers their products or services to their consumers attractively. This condition causes the consumers to vae more alternatives to shop, especially at Shopee Indonesia. The purpose
of this study was to find out and analyze the effect of sales promotion, product quality,
and electronic word of mouth on impulsive buying. This study used e-commerce Shopee
as the object. This is a quantitative study using primary data. The sample was taken using a purposive sampling technique with 75 respondents selected based on criteria
that had been determined. The data were analysed using SmartPLS. The result showed
that sales promotion have no significant effect on impulsive buying with the value of significance of 1,994. Another finding showed that product quality and electronic word of mouth have significant effect on impulsive buying with the value of significant is 2,475 and 3,679. Therefore, e-commerce Shopee must take advantage of product quality and
electronic word of mouth in order they have a competitive advantage.


Keywords


Sales promotion, Product quality, Electronic word of wouth and impulsif buying.

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DOI: http://dx.doi.org/10.14414/jbb.v11i2.2733

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