RAMADHAN, Adrian and SRI, Rahayu Tri Astuti (2019) ANALISIS PENGARUH PROMOSI PENJUALAN, KUALITAS WEBSITE, E-WOM DAN MOTIF BELANJA HEDONIS TERHADAP PEMBELIAN IMPULSIF (Studi Pada Mahasiswa Pengguna Shopee.co.id di Kota Semarang). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.
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This study aims to analyze the effect of sales promotion, website quality, e-wom and hedonic shopping motives to impulse buying on e-commerce Shopee.co.od. The variables used in this study are sales promotion, website quality, e-wom and hedonic shopping motives as independent variables, and impulse buying as the dependent variable. The number of samples used in this study are 113 students in Semarang city who had made impulsive purchase on Shopee.co.id. The sampling method in this study is a non probability sampling method with a purposive sampling technique. The method of data collection is done using a questionnaire. This study uses Multiple Linear Regression Analysis Technique using SPSS analysis tools. The result of this study indicate that sales promotion, website quality, e-wom and hedonic shopping motives have a positive influence on impulse buying.
|Item Type:||Thesis (Undergraduate)|
|Additional Information:||aSales Promotion, Website Quality, E-WOM, Hedonic Shopping aMotives, Impulse Buying|
|Uncontrolled Keywords:||aSales Promotion, Website Quality, E-WOM, Hedonic Shopping aMotives, Impulse Buying|
|Subjects:||H Social Sciences > H Social Sciences (General)|
|Divisions:||Faculty of Economics and Business > Department of Management|
|Deposited By:||Mr. Perpustakaan Fakultas Ekonomi|
|Deposited On:||26 Sep 2019 09:09|
|Last Modified:||26 Sep 2019 09:09|
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