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All Journal Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Anastasia, Nita
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Determinants of Online Impulsive Buying on Shopee: An Empirical Study Anastasia, Nita; Widyaningtyas, Dian; Haryanto, Totok; Fauziridwan, Meydy
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 3 (2025): August 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ministal.v4i3.15194

Abstract

This study aims to analyze the influence of sales promotion, hedonic shopping motivation, shopping lifestyle, and electronic word-of-mouth (E-WOM) on impulsive buying behavior. The research focuses on Shopee consumers in Purwokerto. The independent variables in this study are sales promotion, hedonic shopping motivation, shopping lifestyle, and E-WOM, while impulsive buying serves as the dependent variable. A quantitative research method was employed. The sample consisted of 119 respondents, selected using purposive sampling. Data were collected through a questionnaire utilizing a Likert scale. The collected data were analyzed using SPSS version 26. The results indicate that sales promotions, hedonic shopping motivation, and shopping lifestyle have a positive and significant effect on impulsive buying. However, E-WOM does not influence on impulsive buying.
Co-Authors Fauziridwan, Meydy Haryanto, Totok Widyaningtyas, Dian