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All Journal Diponegoro Journal of Management
Iftita Rizky Amelia
Departemen Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro
Decision Sciences, Operations Research & Management

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PENGARUH REVIEW PELANGGAN DAN ACARA PEMASARAN TERHADAP KEPUASAN PELANGGAN DENGAN IMPULSE BUYING SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Shopee Di Kota Semarang) Iftita Rizky Amelia; Mahfudz Mahfudz
Diponegoro Journal of Management Volume 11, Nomor 6, Tahun 2022
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

This study aims to analyze how much influence customer reviews and marketing events have on customer satisfaction with impulse buying as an intervening variable for e-commerce Shopee customers in Semarang City. The population used in this study are customers who have transacted at e-commerce Shopee for more than two times in the last a year who are domiciled in the city of Semarang. The sample used was 120 respondents. The sampling technique used was purposive sampling. The data collection method used is a questionnaire. This research uses Structural Equation Modeling (SEM) analysis technique using AMOS 22.0 analysis tool. The results showed that customer reviews and marketing events had a positive and significant effect on customer satisfaction. In addition, customer reviews and marketing events also have a positive and significant effect on impulse buying.
Co-Authors Mahfudz Mahfudz