PENGARUH WEBSITE QUALITY, SALES PROMOTION DAN ELECTRONIC WORD OF MOUTH TERHADAP IMPULSIVE BUYING PADA STEAM

Ayrton Jonathan Yusuf(1*),


(1) 
(*) Corresponding Author

Abstract


Impulsive buying adalah salah satu faktor penting bagi sebuah perusahaan agar membuat keputusan pembelian konsumen menjadi tidak rasional. Penelitian ini bertujuan untuk mengetahui lebih dalam pengaruh dari website quality, sales promotion dan electronic word of mouth terhadap impulsive buying. Pengumpulan data dilakukan dengan survei melalui google form dengan total responden yang valid mencapai 133 responden. Responden penelitian ini merupakan konsumen yang berdomisil Surabaya, menggunakan Steam selama 6 bulan terakhir dan pernah melakukan transaksi di dalamnya. Penelitian disini menggunakan pendekatan kuantitatif dengan menggunakan software smartPLS v4. Hasil penelitian menemukan bawa website quality berpengaruh terhadap impulsive buying, sales promotion berpengaruh terhadap impulsive buying dan electronic word of mouth tidak memiliki pengaruh terhadap impulsive buying.

Keywords


website quality, sales promotion, electronic word of mouth, impulsive buying

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