The Effect of E-WOM, Price Discount and Hedonic Shopping Motivation on Impulse Buying through Online Marketplace

Arraf, Azizil (2022) The Effect of E-WOM, Price Discount and Hedonic Shopping Motivation on Impulse Buying through Online Marketplace. Diploma thesis, Universitas Andalas.

Preview	Text (Cover and Abstract) COVER AND ABSTRACT.pdf - Published Version Download (445kB) | Preview
Preview	Text (INTRODUCTION) CHAPTER 1 INTRODUCTION.pdf - Published Version Download (72kB) | Preview
Preview	Text (CONCLUSION AND SUGGESTION) CHAPTER V CONCLUSION AND SUGGESTION.pdf - Published Version Download (63kB) | Preview
Preview	Text (REFERENCEE) REFERENCEE.pdf - Published Version Download (128kB) | Preview
	Text (THESIS FULL TEXT) THESIS FULL TEXT.pdf - Published Version Restricted to Repository staff only Download (2MB)

Abstract

The purpose of this study was to analysis the direct effect of Electronic Word of Mount, Price Discount and Hedonic Shopping Motivation on Impulse Buying. The population in this study were users of the online marketplace application. The sample size was 190 respondents using the Bernoulli formula for measuring sample size. Meanwhile, respondents have criteria, including: respondents shopped more than once through online market places and consumers are social media users (purposive sampling). Collecting data using a Google form questionnaire and data analysis methods using Statistical Product and Service Solutions (SPSS) 16. The results show that the Hedonic Shopping Motivation variable has a significant effect on Impulse Buying, the Electronic Word of Mount and Price Discount variables have no significant effect on Impulse Buying

Actions (login required)

View Item