Pengaruh Promosi Penjualan, Electronic Word of Mouth dan Hedonic Shopping Motivation Terhadap Pembelian Impulsif pada Aplikasi Shopee

(Studi Kasus pada Mahasiswa STEI Indonesia)

  • Syahrul Effendi Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
  • Faris Faruqi Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
  • Maya Mustika Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
  • Rudi Salim Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
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Keywords: sales promotion, electronic word of mouth, hedonic shopping motivation, impulsive buying

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh promosi penjualan, electronic word of mouth, hedonic shopping motivation terhadap pembelian impulsif. Populasi dalam penelitian ini menggunakan teknik nonprobability sampling yaitu purposive sampling dengan sampel mahasiswa Stei Indonesia sebanyak 100 konsumen. Hasil menunjukan Promosi penjuala, Electronic word of mouth dan Hedonic shopping motivation secara simultan berpengaruh signifikan terhadap pembelian impulsif. Promosi penjualan dan hedonic shopping motivation secara parsial berpengaruh signifikan terhadap pembelian impulsif. Sementara electronic word of mouth secara parsial tidak berpengaruh signifikan terhadap pembelian impulsive.

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Published
2020-10-19
How to Cite
Effendi, S., Faruqi, F., Mustika, M., & Salim, R. (2020). Pengaruh Promosi Penjualan, Electronic Word of Mouth dan Hedonic Shopping Motivation Terhadap Pembelian Impulsif pada Aplikasi Shopee. Jurnal Akuntansi Dan Manajemen, 17(2), 22 - 31. https://doi.org/10.36406/jam.v17i02.332
Section
Articles

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