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Sales Promotion, Hedonic Shopping Value, and Impulse Buying on Online Consumer Websites

Kempa, Sesilya and VEBRIAN, KEVIN and Bendjeroua, Hakim (2020) Sales Promotion, Hedonic Shopping Value, and Impulse Buying on Online Consumer Websites. [UNSPECIFIED]

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        Abstract

        The phenomenon in the increasing fashion business is caused by online shopping activity, especially in fashion products. In this research, shopping activity is focused on online shopping. Online shopping is also called internet shopping, electronic shopping, online buying, or buying through the internet. Online shopping has become the newest trend for Indonesian as an alternative to buying a product or service. Advertisement and trend are able to influence consumers in doing or deciding to buy. This is the reason people buy excessively unplanned as needed. This research purpose is to observe the sales promotion influence toward impulse buying with hedonic shopping value as intervening to fashion online shopping consumers in Surabaya. This research uses 99 respondents, and the data analysis uses the Partial Least Square (PLS) model. The result shows that sales promotion and hedonic shopping value have significant positive influence on impulse buying. Moreover, hedonic shopping value as variable intervening has an influence between sales promotion to impulse buying

        Item Type: UNSPECIFIED
        Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
        Divisions: Faculty of Economic > Business Management Program
        Depositing User: Admin
        Date Deposited: 05 May 2020 17:47
        Last Modified: 28 May 2022 11:26
        URI: https://repository.petra.ac.id/id/eprint/19353

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