Research Horizon
Vol. 4 No. 3 (2024): Research Horizon - June 2024

The Impact of E-Wom, Shopping Lifestyle, and Sales Promotion on Online Impulsive Buying of Cosmetic Products at Shopee Marketplace

Prakasiwi , Linda (Unknown)
Nuvriasari, Audita (Unknown)

Article Info

Publish Date
13 Aug 2024

Abstract

This study aims to analyze the impact of E-Wom, Shopping Lifestyle, and Sales Promotion on Online Impulsive Buying of Cosmetic Products at Shopee Marketplace. The sample used was 100 respondents with a sampling technique in the form of Purposive Sampling. Based on the results of multiple linear regression analysis tests and hypothesis testing with the t test, the results of this study prove that: (1) E-Wom has a significant positive effect on Online Impulsive Buying of Cosmetic Products at Marketplace Shopee, (2) Shopping Lifestyle has a significant positive effect on Online Impulsive Buying of Cosmetic Products at Marketplace Shopee, (3) Sales Promotion has a significant positive effect on Online Impulsive Buying of Cosmetic Products at Marketplace Shopee..

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Journal Info
Research Horizon
Website

Abbrev

RH

Publisher

Lifescifi

Subject

Arts Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

Description

The journal aims to make significant contributions to applied research and knowledge across the globe through the publication of original and high-quality research articles. It publishes original research articles, reviews, mini-reviews, case reports, letters to the editor, and commentaries, thereby ...