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All Journal Forum Bisnis dan Kewirausahaan
Avrilia Gusti Purwaningsih
Program Studi Administrasi Bisnis, UPN "Veteran", Surabaya, Jawa Timur
Economics, Econometrics & Finance

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Pengaruh Promosi Penjualan Dan Gender Terhadap Perilaku Impulse Buying Pada E-Commerce Shopee Avrilia Gusti Purwaningsih; Nurhadi Nurhadi
FORBISWIRA FORUM BISNIS DAN KEWIRAUSAHAAN - SINTA 4 Vol 10 No 2 (2021): Forum Bisnis dan Kewirausahaan
Publisher : LPPM Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/forbiswira.v10i2.807

Abstract

This study aims to analyze the effect of sales promotion on impulse buying on e-commerce Shopee with gender as a moderating variable in the form of a dummy variable. The sample of this study was 233 respondents with multiple linear regression analysis techniques and chi square. The result is that coupons have a negative and significant effect on impulse buying. variables Rebates, bonus pack, free premium gift, and event have a positive and significant effect on impulse buying. The variables price-off deals, loyalty program, and gender did not have a significant effect on impulse buying. test results Chi square also support that gender has no effect on impulse buying
Co-Authors nurhadi, nurhadi