How Website Quality Influence Impulse Purchase Behaviour Mediating by Sales Promotion As Seen On Beauty E-Commerce in Indonesia (Study Case: Sociolla).

Araffianti, Kusumawati Martin (2021) How Website Quality Influence Impulse Purchase Behaviour Mediating by Sales Promotion As Seen On Beauty E-Commerce in Indonesia (Study Case: Sociolla). Diploma thesis, Universitas Andalas.

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Abstract

As online shopping provides customers the convenience to shop anywhere at any time, nowadays it is common to choose it as an alternative impulsive channel aside from brick-and-mortar store. As Indonesian consumers’ confidence in making online transaction rises, understanding what triggers consumers to act impulsively during online shopping is necessary, as several study found that online and offline shopper’s behaviors are different. Along with those fact, this study aims to examine how website quality influence impulse purchase behavior mediating by sales promotion as seen on beauty e-commerce in Indonesia. This study used quantitative approach with online survey technique. This research found that Sales promotion is apparently the number one trigger for online shoppers to buy impulsively and positively moderates the relationship between website quality and impulse buying behavior. Website quality is discovered to have no positive influence on online impulse buying, but it has a positive and significant impact on sales promotion.

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