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All Journal JURNAL MANAJEMEN MOTIVASI
Zakaria Wahab
Fakultas Ekonomi Ilmu Manajemen Universitas Sriwijaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The influence of online shopping motivation and product browsing toward impulsive buying of fashion products on a social commerce Zakaria Wahab; Muchsin Saggaf Shihab; Agustina Hanafi; Hera Febria Mavilinda
JURNAL MANAJEMEN MOTIVASI Vol 14, No 1 (2018): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1112.962 KB) | DOI: 10.29406/jmm.v14i1.1030

Abstract

The purpose of this study is to analyze the direct and indirect influence of onlineshopping motivation and product browsing on impulsive buying, where productbrowsing as a mediation variable between online shopping motivation and impulsivebuying. This study is quantitative. Questionnaires were distributed to women whohave purchased fashion product in social commerce, i.e., Instagram as the targetrespondents. Using a convenience sampling technique, a total sample of 300respondents were obtained. Hypotheses were tested using Structural Equation Model(SEM). The results showed that online shopping motivation on hedonic motivationvariable has a significantly direct effect on product browsing and impulsive buying,while utilitarian motivation variable has significantly direct effect only on productbrowsing. Other than that the product browsing variable has a significantly directeffect on impulsive buying and it's mediating between online shopping motivationand impulsive buying.
Co-Authors Agustina Hanafi Hera Febria Mavilinda Muchsin Saggaf Shihab