PENGARUH WEBSITE QUALITY, ELECTRONIC WORD-OF-MOUTH, DAN SALES PROMOTION TERHADAP IMPULSE BUYING PADA ZALORA

Yonita Magdalena Ngurah Sugianto

Abstract


This study was conducted to determine the effect of website quality, electronic word-of-mouth, and sales promotion against impulse buying at Zalora. This study uses a quantitative method by distributing questionnaires to 80 respondents who meet the requirements of the study. 80 respondents consisted of respondents who are browsing on the website Zalora encountered by researchers. Processing of research data using SPSS 24.0. the result of three independent variables: website quality, electronic word-of-mouth, and sales promotion have a positive impact toward impulse buying.


Keywords


Website Quality, Electronic Word-of-Mouth, Sales Promotion, Impulse Buying, Online Consumer Sales Promotion

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