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    Moderation of Sales Promotion: Should I Excited to Buy Online Fashion Products?

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    FEB_Moderation of Sales Promotion Should I Excited to Buy Online.pdf (988.3Kb)
    Date
    2023-07-07
    Author
    SURYANINGSIH, Ika Barokah
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    Abstract
    This study aims to analyze the influence of shopping lifestyle and hedonic shopping motivation on impulse buying with sales promotion as a moderation variable on Shopee Marketplace. This study focuses on purchasing fashion products on the Shopee marketplace. In this research, the population is all Shopee consumers in Indonesia. The sample used in this study amounts 160 respondents with a purposive sampling technique. The analytical method used in this research is the Structural Equation Model and Partial Least Square analysis (SEM-PLS) using Smart PLS3.0 software to analyze data. The result showed that shopping lifestyle has a significant effect on impulse buying of fashion products in the Shopee marketplace, hedonic shopping motivation has a significant effect on impulse buying on fashion products on the Shopee marketplace, sales promotion weakens the influence of shopping lifestyle on impulse buying on fashion product on the Shopee marketplace and sales promotion strengthens the influence of hedonic shopping motivation on impulse buying on fashion product on the Shopee marketplace.
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    https://repository.unej.ac.id/xmlui/handle/123456789/117919
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    • LSP-Jurnal Ilmiah Dosen [7410]

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    UPA-TIK Copyright © 2024  Library University of Jember
    Contact Us | Send Feedback

    Indonesia DSpace Group :

    University of Jember Repository
    IPB University Scientific Repository
    UIN Syarif Hidayatullah Institutional Repository