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All Journal Jurnal Manajemen dan Pemasaran Jasa
Maulita Nanda Nilam Putri
universitas Jember, Indonesia
Economics, Econometrics & Finance

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Impact of shopping emotion towards impulse buying in e-commerce platform Fajar Destari; Ketut Indraningrat; Maulita Nanda Nilam Putri
Jurnal Manajemen dan Pemasaran Jasa Vol. 13 No. 1 (2020): Maret
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (2992.867 KB) | DOI: 10.25105/jmpj.v13i1.6123

Abstract

This empirical research aims to examine the influence of discount programs, website quality, and online reviews directly and indirectly on the impact of shopping emotion towards impulse buying on the e-commerce website. Data were purposively obtained from a total population of 130 respondents and analyzed using a Structural Equation Model (SEM). The results showed a significant positive effect on discount Programs and Website Quality on impulse buying with shopping emotions as a mediating variable. Besides, the result also showed an insignificant impact on online reviews.
Co-Authors Fajar Destari Ketut Indraningrat