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All Journal Jurnal Ecoment Global: Kajian Bisnis dan Manajemen Journal of Business Management and Economic Development
Agung P, Maulana
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

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The Influence of Online Promotion, Trust, and Website Quality on Online Impulsive Purchases as well as Emotional Responses to Online Impulsive Sulaiman, Muhammad; Suripto, Suripto; Agung P, Maulana; Wardianto, K Bagus
Jurnal Ecoment Global Vol. 10 No. 2 (2025): Volume 10 No.2 Edisi Agustus 2025
Publisher : Universitas Indo Global Mandiri Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36982/jeg.v10i2.5832

Abstract

Objective; This study aims to determine the impact of online promotions, trust, and website quality on online impulsive purchases, as well as to examine consumers' emotional responses after making online impulsive purchases. Methods; It specifically investigates the influence of online impulsive purchases on both positive and negative emotions. This study used an explanatory method with a quantitative approach. Originality/Value;Furthermore, the samples were 100 consumers of the Shopee Marketplace located in Lampung Province, Indonesia. The data were obtained through a questionnaire and analyzed using descriptive statistics and Partial Least Squares (PLS) analysis. Findings; The results showed online promotions and website quality had a significant influence on online impulsive purchases, while trust had no significant influence. Also, online impulsive purchases were found to have a significant influence on positive emotions, but no significant influence on negative emotions. Practical/Policy implication: Research shows that engaging online promotions and a high-quality website can encourage impulse buying, which is driven by emotions and situations, not beliefs. Impulse buying also increases positive emotions, so marketing strategies that stimulate it have the potential to increase customer satisfaction and loyalty.
Influence of Discount and Customer Rating on Impulse Buying: A Study on Gen Z TikTok Shop Users in Bandar Lampung Saputra, Rahmat Dwi; Agung P, Maulana; Septiani, Winda
Journal of Business Management and Economic Development Том 3 № 03 (2025): September 2025
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v3i03.1772

Abstract

TikTok Shop has emerged as a highly favored e-commerce platform among Generation Z due to its engaging and interactive shopping experience. However, the platform's ease of access and frequent usage can also lead to impulsive buying behavior. On the other hand, large discounts and high customer ratings are its own attractions that influence impulse buying. Generation Z who grew up in this digital era tend to rely on TikTok Shop as their main online shopping platform, especially in Bandar Lampung where digital growth is relatively high. This research aims to test how much influence discounts and customer ratings have on impulsive purchases in TikTok shop. Quantitative approach and explanatory research design were used in this study. The process of data collection in this study was carried out by distributing questionnaires to a total of 100 respondents who are categorized as members of Generation Z and are active users of TikTok Shop in the city of Bandar Lampung. The selection of respondents was done using a purposive sampling technique, which means participants were chosen based on specific criteria relevant to the research objectives. Once the data was collected, it was processed and analyzed using multiple linear regression analysis to examine the relationship between the variables studied. The findings of this research indicate that both discount offers and customer ratings significantly and positively affect impulsive buying behavior. This influence is evident not only when these variables are considered individually but also when they are examined simultaneously. Among the two, discounts exert the strongest influence, indicating that price reductions are more effective in driving impulsive purchasing behavior. Together, these two variables account for 36.8% of the variance in impulse buying, the remaining 63.2% was effect by other factors that were not studied by the researchers in this research.
Co-Authors Muhammad Sulaiman Saputra, Rahmat Dwi Suripto Suripto Wardianto, K Bagus Winda Septiani