Impulse Buying : The Effect Of Shopping Lifestyle, Sales Promotion Attractiveness and Understanding Of Quality Website

Satrio, Danang (2020) Impulse Buying : The Effect Of Shopping Lifestyle, Sales Promotion Attractiveness and Understanding Of Quality Website. International Journal of Economic and Business Applied (IJEBA), 1 (2). pp. 99-104. ISSN 2745-4401

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Abstract

he purpose of this study was to examine the influence of shopping lifestyle, sales promotion and website quality on the behavior of impulse buying at consumers on the lazada.co.id site. This research was conducted through the Kaskus.com forum with a number of respondents as many as 100 people, where the collected data was tested using multiple linear regression analysis. The results of this study indicate that only the quality of the website has a positive and significant influence on impulse buying, while the shopping lifestyle and sales promotion do not have a significant effect on impulse buying. Based on the results of these studies, it can be concluded that the better and responsive websites that consumers use to buy through online shop, the tendency of consumers to make impulse buying become higher. However, the high or low lifestyle of shopping that is characterized by consumers and the good or bad sales promotions carried out by companies cannot encourage a consumer to make a purchase spontaneously. Based on the results of these studies, it is expected that the company will always improve the quality of its website therefor the website become better and mush more easier to use.

Item Type: Article
Uncontrolled Keywords: Shopping Lifestyle, Sales Promotion, Website Quality, Impulse Buying
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4050 Electronic information resources
Divisions: Artikel Unikal
Depositing User: S.Hum. Niken Maharani Hayuningtyas
Date Deposited: 30 Aug 2022 06:12
Last Modified: 30 Aug 2022 06:12
URI: http://repository.unikal.ac.id/id/eprint/326

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