Journal Competency of Business
Vol. 7 No. 2 (2023): Journal Competency of Business

PENGARUH WEBSITE QUALITY, HEDONIC SHOPPING MOTIVATION¸ DAN PROMOSI PENJUALAN TERHADAP ONLINE IMPULSE BUYING PRODUK FASHION DI TOKOPEDIA

Satria, Satria (Unknown)
Yunita, Yunita (Unknown)

Article Info

Publish Date
22 Dec 2023

Abstract

This research aims to analyze the influence of website quality, hedonic shopping motivation, and sales promotions on online impulse buying of fashion products on Tokopedia. The data collection method uses a questionnaire distributed via Google Form. The population of this research are active students in Yogyakarta. Sampling was carried out using non-probability sampling with purposive sampling technique. The total sample was 108 respondents. The tests used in testing research instruments and questionnaire data include validity tests and reliability tests. The data analysis technique used is logistic regression analysis. The results of this research show that website quality, hedonic shopping motivation, and sales promotions have a positive and significant effect on online impulse buying of fashion products on Tokopedia

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Journal Info
Journal Competency of Business
Website

Abbrev

JCoB

Publisher

Universitas Cokroaminoto Yogyakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Journal Competency of Business is a peer-reviewed journal published twice a year (July and December) by the Management Study Program at Universitas Cokroaminoto Yogyakarta. Journal Competency of Business discusses management and business broadly and its applications, especially for research relevant ...