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All Journal E-Jurnal Ekonomi dan Bisnis Universitas Udayana
Ni Luh Dila Diah Paramita
Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia
Economics, Econometrics & Finance Education

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Journal : E-Jurnal Ekonomi dan Bisnis Universitas Udayana

 1 
PERAN PROMOSI DAN E-WALLET MEMODERASI PENGARUH KUALITAS WEBSITE PADA NILAI HEDONIK DAN PEMBELIAN IMPULSIF MARKETPLACE I Gede Nandya Oktora Panasea; Ni Nyoman Rsi Respati; Komang Riska Febyanti Mastama; Ni Luh Dila Diah Paramita; Nova Widya Ningsih; Agus Erik Wistika Putra
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.11.NO.05.TAHUN.2022
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (355.658 KB) | DOI: 10.24843/EEB.2022.v11.i05.p11

Abstract

The online buying and selling system causes a transition from the initial payment being made in cash, now turning into a non-cash payment using an e-wallet. One way to increase the number of e-wallet users is to carry out sales promotions. Sales promotion stimulants create a hedonic value that leads to impulsive shopping behavior in consumers. Therefore, the purpose of this study was to determine the effect of website quality moderated by sales promotion and use of e-wallet on hedonic value and online impulse buying from marketplace users. This study examines four variables, namely website quality, sales promotion, use of e-wallet, hedonic value and online impulse buying. This study took samples using a purposive sampling method with the target respondents being people who shopped at the marketplace more than 2 times. As for the number of respondents who were determined as many as 320 respondents.
Co-Authors Agus Erik Wistika Putra I Gede Nandya Oktora Panasea Komang Riska Febyanti Mastama Ni Nyoman Rsi Respati Nova Widya Ningsih