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All Journal Jurnal Ekonomi Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi IT JOURNAL RESEARCH AND DEVELOPMENT YUME : Journal of Management Jurnal Abdi Insani Bahtera Inovasi Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Jurnal Bisnis Mahasiswa Jurnal Manajemen Pemasaran dan Perilaku Konsumen QISTINA: Jurnal Multidisiplin Indonesia Journal of Artificial Intelligence and Digital Business Nanggroe: Journal Of Scholarly Service Jurnal Pengabdian Masyarakat Bangsa West Science Business and Management West Science Interdisciplinary Studies West Science Interdisciplinary Studies Nanggroe: Journal of Scholarly Service
Henni Noviasari
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Journal : Bahtera Inovasi

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Pengaruh Sales Promotion Dan Shopping Life Style Terhadap Impulsive Buying Dengan Positive Emotion Variabel Intervening Di Tokopedia Putri, Aprila; Wijayanto, Gatot; Noviasari, Henni; Andreas Siregar, Prima
Bahtera Inovasi Vol 8 No 1 (2024): Jurnal Bahtera Inovasi
Publisher : Program Studi Manajemen FEBM UMRAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31629/adfb2a88

Abstract

E-commerce has experienced rapid growth in recent years, one of which is Tokopedia and has a significant role in influencing purchasing decisions. The growth of e-commerce has made marketers strengthen their marketing strategies with Sales Promotion which can encourage consumers to make impulse buying decisions also influenced by Shopping Lifestyle and Positive Emotion plays a significant role as a mediator. The purpose of this study was to analyze the effect of Sales Promotion and Shopping Lifestyle on Impulsive Buying which is influenced by Positive Emotion at Tokopedia. This research method uses a quantitative approach with descriptive analysis method. The questionnaire was distributed to 385 respondents using Purposive Sampling technique and processed using Structural Eqquation Modeling - Partial Least Squre with SmartPls software version 4.0.9. The results of this study indicate that Sales Promotion, Shopping Lifestyle, Impulsive Buying, and Positive Emotions affect each other.
Co-Authors ', Marhadi ', Taufiqurrahman Abd. Rasyid Syamsuri Agus Dian Pramana Putra Aida Nursanti Alfath, Sauli Alvi Furwanti Alwie Alvionita, Agnes Alwina, Febri Amri, Taqiyuddin Andreas Siregar, Prima Anggita, Adelia Dwi Anggraini, Dian Resti Arini Novandalina Aufa, M. Zulkhoiri Azahra, Mutiara Azmi, Fauzan Azra, Nadella Azrico ' Azzahra, Citra Faizah Benny Siboro Desmiyawati Desmiyawati, Desmiyawati Dian Pratiwi Dinda, Ulfa Dinda Dini, Suci Sartika Rahma Edi Erwan Eko Saputra Eza Aprilia Sari Fadillah, Tiara Adifa Febrina Harianja Fendri, Fendri Firli Musfar, Tengku Firmansyah, Rezza Fitri, Nur Anisa Gatot Wijayanto Hasna, Zafira Husniawan, Adamsyah Hutapea, Evita Romaito Ikhsan, Fairuz Ilham Wahyudi Ishadi Ishadi James Hellyward Jayanti, Eka Fajri Junaidi, Andi Jusherm Jusherm Jushermi ' Jushermi Jushermi Jushermi Jushermi, Jushermi Juwita, Anggraini Kartika Indra Bella Kuncoro, Sadam Satyo Abdie Lestari, Tri Puji Endang Mahmuda, Nanda Marhadi ' Maya Regina Maylista, Sylvia Melinda, Lisa Mita Jayanti Muhammad Jamil Hazfa Muhammad Luthfi iznillah Munzaro’ah, Munzaro’ah Nadhilatullidya , Maida Nainggolan, Gohanna Esha Aprianti Noviani, Rima Nugrah, Ummu Nur Azlina Nurhidayah, Andini Nursyamsi Ayu Nurul Hanifah Oktasia Nasution, Hafiza Pratama, Alfiq Resya Prayoga, Agus Prima Andreas Siregar Putri Lestari, Putri Putri, Aprila Putri, Nazwa Aqiila Putri, Yolanda Harmila Raesela, Raesela Ramadani, Arfina Rianda, Rianda Rihandhika, Bagas Marcellino Rindiani, Rindiani Roni Afrian Pane Rutmaira Sitinjak Sagala, Shuizella BR Salhazan Nasution Saniah, Badriati Sari, Hanifa Sehani Sehani Selfitri, Selfitri shabri, Amirul Siburian, Agus Santoso Siska, Erisa Putri Dwi Sitompul, Andri Hasudungan Sri Rahmi Murni Sri Restuti Sri Wahyuni Wildah Srimaulani ' Susi Hendriani Syahriva, Fellia Rahmi T. Firli Musfar Taufiqurrahman ' Tengku Firli Musfar Trisnawati, Eva Dwi Nur Tyas, Rara Claudia Kusumaning Ufi Mitsaqy Utari, Annisa wahyudi, beny Widiyasari, Devi Yananta Sari, Debyta Yutiandry Rivai Z, Searly Luvianti Zatra, Vini Siti Zulkarnain Zulkarnain