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Muhammad Hery Santoso
STMIK Widya Utama
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The Influence of Scarcity Promotion, Electronic Word of Mouth, and Promotional Appeal on Impulsive Buying Behavior of E-Commerce Application Users Kushariyadi Kushariyadi; Muhammad Hery Santoso; Megawati Beddu; Vivid Violin; Ratu Nadya Wahyuningratna; Iwan Henri Kusnadi
Indonesian Journal of Innovation Multidisipliner Research Vol. 4 No. 3 (2026): Juli - September
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69693/ijim.v4i3.1347

Abstract

This research intends to examine the effect of Scarcity Promotion, Electronic Word of Mouth and Promotional Appeal on Impulsive Buying Behavior of e-commerce application users. The research used a quantitative approach utilizing the survey method of 220 e-commerce application users who were recruited using a purposive sample strategy. Data were acquired using online surveys and analyzed using multiple linear regression. Prior to the hypothesis testing, the data were examined using validity and reliability tests and the classical assumption test. The findings demonstrated that Scarcity Promotion, Electronic Word of Mouth, and Promotional Appeal had a good and substantial effect on Impulsive Buying Behavior partly and concurrently. The study results revealed that perceived scarcity, effect of digital reviews and promotional attractiveness were key determinants of impulsive purchase behavior among the e-commerce application users. This research contributes theoretically to the development of consumer behavior and digital marketing literature. It also has practical implications for e-commerce enterprises to build more successful promotional methods.
Co-Authors Adhi Wibowo Agnes Soukotta Agoes Hadi Poernomo Ali Hanafiah Anggara, Eko Dayu Axl Adilla Briandoko, Singgih Cakranegara, Pandu Adi Endang Setyawati Etty Zuliawati Zed Fitriyana Guntoro Guntoro Hendy Tannady Hermiyetti Herni Utami Rahmawati Herni Utami Rahmawati I Ketut Suada Ika Indah Lestari Imam Jayanto Iwan Henri Kusnadi Jefri Putri Nugraha Juliana, Juliana Kushariyadi Kushariyadi Latuconsina, Zainuddin M. Rafid Marwal Megawati Beddu Muhammad Akbar Setiawan Murwani Wulansari Mutiasari Mutiasari Nawiyah Nawiyah Nurul Hasanah Purwono, Purwono Rina Apriliani Setya Pramono Sulasri Kaisupy Tarigan, Miska Irani Tri Apriyono Vivid Violin Wahyuningratna, Ratu Nadya  Abd. Karman