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All Journal Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Candice Yap Yap
Universitas Pelita Harapan Medan Campus, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Social Media Marketing, Hedonic Shopping Motivation and Electronic Word of Mouth Towards Impulse Purchases for Shopee’s Customers in Medan Candice Yap Yap; Genesis Sembiring Depari
Jurnal Ekonomi dan Bisnis Digital Vol. 1 No. 1 (2022): January 2022
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (385.316 KB) | DOI: 10.55927/ministal.v1i1.66

Abstract

This paper aims to research regarding the impacts that social media marketing, hedonic shopping motivation and electronic word of mouth has to a Shopee customer’s impulse purchases. The method applied in this study is quantitative and data will be collected by providing online to Shopee’s customers located in Medan, Indonesia. Convenience sampling method will be used and the sample will be distributed to whom the writer can easily distribute to. From the questionnaires distributed, 97 respondent’s data were obtained and they will be processed with the SPSS statistical software program. Result shows that only hedonic shopping motivation will significantly impact the impulse purchases made by Shopee customers in Medan while the others will not much impact to impulse purchases.
Co-Authors Depari, Genesis Sembiring