Jurnal Manajemen dan Pemasaran Jasa
Vol. 13 No. 1 (2020): Maret

Impact of shopping emotion towards impulse buying in e-commerce platform

Fajar Destari (universitas Jember, Indonesia)
Ketut Indraningrat (universitas Jember, Indonesia)
Maulita Nanda Nilam Putri (universitas Jember, Indonesia)

Article Info

Publish Date
23 May 2020

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.

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Journal Info
Jurnal Manajemen dan Pemasaran Jasa
Website

Abbrev

jasa

Publisher

Universitas Trisakti

Subject

Economics, Econometrics & Finance

Description

Jurnal Manajemen dan Pemasaran Jasa is a peer reviewed and open access journal published by Lembaga Penerbit Fakultas Ekonomi dan Bisnis (LPFEB). This journal receives an original research paper and review paper which suitable with focus and ...