Impact of Shopping Emotion towards Impulse Buying in e-Commerce Platform
Date
2020-03-01Author
DESTARI, Fajar
INDRANINGRAT, Ketut
PUTRI, Maulita Nanda Nilam
Metadata
Show full item recordAbstract
This empirical research aims to examine the influence of discount programs, website
quality, and online reviews directly and indirectly on the impact of shopping emotion
towards impulse buying on the e-commerce website. Data were purposively obtained
from a total population of 130 respondents and analyzed using a Structural Equation
Model (SEM). The results showed a significant positive effect on discount Programs and
Website Quality on impulse buying with shopping emotions as a mediating variable.
Besides, the result also showed an insignificant impact on online reviews.
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- LSP-Jurnal Ilmiah Dosen [7292]