Analisis Pembelian Tidak Terencana pada Toko Online Shopee
The development of information and communication technology in the era of globalization is growing rapidly. This has a significant impact on internet usage in Indonesia. So that makes Indonesia a very potential market for e-commerce, which has triggered the emergence of various online stores in Indo...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Fakultas Ekonomi dan Bisnis, UPN Veteran Jakarta
2019-06-01
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| Series: | Ekonomi dan Bisnis |
| Subjects: | |
| Online Access: | https://ejournal.upnvj.ac.id/ekobis/article/view/830 |
| Summary: | The development of information and communication technology in the era of globalization is growing rapidly. This has a significant impact on internet usage in Indonesia. So that makes Indonesia a very potential market for e-commerce, which has triggered the emergence of various online stores in Indonesia. Achieving success in e-commerce business in online stores in Indonesia requires a strategy. Shopee is an e-commerce company that runs the C2C mobile marketplace business, which allows users to buy or sell goods through applications available on the iOS and Android platforms. This research is a quantitative research that aims to determine the effect of functional comfort and representative excitement on Impulse Buying. Data collection uses a questionnaire with a Likert scale with PLS (Partial Least Square) method with Smart PLS 3.2.7 software. The sample used in the study was 50 people. The sampling technique uses a purposive sampling method. The results of this study indicate that functional convenience variables have a significant effect on unplanned purchases, while representative excitement variables have no significant effect on Impulse Buying.
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| ISSN: | 2356-0282 2684-7582 |