Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Vol. 1 No. 1 (2022): January 2022

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 (Universitas Pelita Harapan Medan Campus, Indonesia)
Genesis Sembiring Depari (Universitas Pelita Harapan, Kampus Medan)

Article Info

Publish Date
16 Apr 2022

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.

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Journal Info
Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Website

Abbrev

ministal

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Ekonomi dan Bisnis Digital (MINISTAL) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Economic, finance, management, information technology and related fields. MINISTAL provides an outlet for the increasing flow ...