The Determinants of Online Impulsive Buying on Shopee: An Empirical Study

Nita Anastasia; Dian Widyaningtyas; Totok Haryanto; Meydy Fauziridwan

doi:10.55927/ministal.v4i3.15194

Authors

Nita Anastasia Univeritas Muhammadiyah Purwokerto
Dian Widyaningtyas Univeritas Muhammadiyah Purwokerto
Totok Haryanto Univeritas Muhammadiyah Purwokerto
Meydy Fauziridwan Univeritas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/ministal.v4i3.15194

Keywords:

Sales Promotion, Hedonic Shopping Motivation, Shopping Lifestyle, E-WOM, Impulsive Buying

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.

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