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    Impact of Shopping Emotion towards Impulse Buying in e-Commerce Platform

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    F. EB_Jurnal_Fajar Destari_Impact of shopping emotion.pdf (749.8Kb)
    Date
    2020-03-01
    Author
    DESTARI, Fajar
    INDRANINGRAT, Ketut
    PUTRI, Maulita Nanda Nilam
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    Abstract
    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.
    URI
    http://repository.unej.ac.id/handle/123456789/99116
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    • LSP-Jurnal Ilmiah Dosen [7377]

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    Contact Us | Send Feedback

    Indonesia DSpace Group :

    University of Jember Repository
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    UIN Syarif Hidayatullah Institutional Repository