Product Impulsive Buying on Online Shops
Purpose: This research is aimed at assisting academics and business professionals in creating and implementing online marketing strategies to increase sales turnover through consumers' impulsive buying behavior to consider the factors of internet addiction, browsing and hedonistic lifestyles i...
Main Authors: | , , |
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Format: | Article |
Language: | English |
Published: |
LPPM of Narotama University Surabaya
2023-03-01
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Series: | IJEBD (International Journal of Entrepreneurship and Business Development) |
Subjects: | |
Online Access: | https://jurnal.narotama.ac.id/index.php/ijebd/article/view/2147 |
_version_ | 1797846196890370048 |
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author | Yudith Febrianty Lerrick Melvin Krisdiana Djami Rane Jofret Umbu Soru Peku Djawang |
author_facet | Yudith Febrianty Lerrick Melvin Krisdiana Djami Rane Jofret Umbu Soru Peku Djawang |
author_sort | Yudith Febrianty Lerrick |
collection | DOAJ |
description |
Purpose: This research is aimed at assisting academics and business professionals in creating and implementing online marketing strategies to increase sales turnover through consumers' impulsive buying behavior to consider the factors of internet addiction, browsing and hedonistic lifestyles in planning and implementing online marketing.
Design/methodology/approach: This research employed quantitative analysis utilizing data analysis approaches based on structural equation modeling (SEM) and a Likert scale for the measurement.
Findings: The results of the analysis of the direct effect indicate that the internet addiction and browsing variables have a significant and positive effect on the hedonistic lifestyle. Furthermore, browsing has a significant and positive effect on the impulsive buying, whereas the internet addiction and hedonistic lifestyle variables have no significant effect and are positive with regard to product impulsive purchasing on online shops by the residents of Kupang City.
Practical Implications: Impulsive online buying behavior is a substantial market potential for MSMEs in Kupang City to market or promote their products using highly effective and efficient online shop media.
Originality/value: This paper is genuine
Paper type: research paper
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first_indexed | 2024-04-09T17:52:08Z |
format | Article |
id | doaj.art-0ae3a5c962b0406f847b852baa10f97d |
institution | Directory Open Access Journal |
issn | 2597-4750 2597-4785 |
language | English |
last_indexed | 2024-04-09T17:52:08Z |
publishDate | 2023-03-01 |
publisher | LPPM of Narotama University Surabaya |
record_format | Article |
series | IJEBD (International Journal of Entrepreneurship and Business Development) |
spelling | doaj.art-0ae3a5c962b0406f847b852baa10f97d2023-04-15T15:39:36ZengLPPM of Narotama University SurabayaIJEBD (International Journal of Entrepreneurship and Business Development)2597-47502597-47852023-03-016210.29138/ijebd.v6i2.2147Product Impulsive Buying on Online ShopsYudith Febrianty Lerrick0Melvin Krisdiana Djami Rane1Jofret Umbu Soru Peku Djawang2Artha Wacana Christian UniversityArtha Wacana Christian UniversityArtha Wacana Christian University Purpose: This research is aimed at assisting academics and business professionals in creating and implementing online marketing strategies to increase sales turnover through consumers' impulsive buying behavior to consider the factors of internet addiction, browsing and hedonistic lifestyles in planning and implementing online marketing. Design/methodology/approach: This research employed quantitative analysis utilizing data analysis approaches based on structural equation modeling (SEM) and a Likert scale for the measurement. Findings: The results of the analysis of the direct effect indicate that the internet addiction and browsing variables have a significant and positive effect on the hedonistic lifestyle. Furthermore, browsing has a significant and positive effect on the impulsive buying, whereas the internet addiction and hedonistic lifestyle variables have no significant effect and are positive with regard to product impulsive purchasing on online shops by the residents of Kupang City. Practical Implications: Impulsive online buying behavior is a substantial market potential for MSMEs in Kupang City to market or promote their products using highly effective and efficient online shop media. Originality/value: This paper is genuine Paper type: research paper https://jurnal.narotama.ac.id/index.php/ijebd/article/view/2147Buying on Online Shops |
spellingShingle | Yudith Febrianty Lerrick Melvin Krisdiana Djami Rane Jofret Umbu Soru Peku Djawang Product Impulsive Buying on Online Shops IJEBD (International Journal of Entrepreneurship and Business Development) Buying on Online Shops |
title | Product Impulsive Buying on Online Shops |
title_full | Product Impulsive Buying on Online Shops |
title_fullStr | Product Impulsive Buying on Online Shops |
title_full_unstemmed | Product Impulsive Buying on Online Shops |
title_short | Product Impulsive Buying on Online Shops |
title_sort | product impulsive buying on online shops |
topic | Buying on Online Shops |
url | https://jurnal.narotama.ac.id/index.php/ijebd/article/view/2147 |
work_keys_str_mv | AT yudithfebriantylerrick productimpulsivebuyingononlineshops AT melvinkrisdianadjamirane productimpulsivebuyingononlineshops AT jofretumbusorupekudjawang productimpulsivebuyingononlineshops |