The Effects of Sales Promotion, Attractiveness of Internet Advertising, and Website Quality on Impulse Buying of Consumers of Tokopedia in Indonesia

Firdausy, Carunia Mulya and Fernanda, Maria The Effects of Sales Promotion, Attractiveness of Internet Advertising, and Website Quality on Impulse Buying of Consumers of Tokopedia in Indonesia. The Effects of Sales Promotion, Attractiveness of Internet Advertising, and Website Quality on Impulse Buying of Consumers of Tokopedia in Indonesia.

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Abstract

Like in many other countries, buying and selling transactions through electronic
commerce or e-commerce have grown rapidly in Indonesia. However, the behavior of ecommerce

consumers argued to be mostly impulse buying. Many empirical studies in
Indonesia found factors that influenced impulse buying of consumers were mainly due to
sales promotion, attractiveness of internet advertising, and website quality. This study for that
a posteriori reason aims at re-examining this phenomena by taking into account consumer
behavior of Tokopedia in Indonesia as a case study. The data source of this study was
collected from a quantitative survey of consumers of Tokopedia in Jakarta, the Capital City
of Indonesia. The sampling method applied was the non-probability sampling technique since
no access to the population database was given by Tokopedia. All of the 151 respondents
completed the questionnaires distributed to them. These respondents were consumers of
Tokopedia in the past 6 months of 2019. The data were then analyzed by using statistical
multiple linear regression analysis. This study confirmed that sales promotion, attractiveness
of internet advertising, and website quality significantly affected impulse buying of
consumers of Tokopedia in Jakarta. The limitations of the study were discussed so caveats
apply to interpret the findings from this study.

Item Type:	Article
Subjects:	Penelitian > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	Puskom untar untar
Date Deposited:	15 Dec 2020 07:53
Last Modified:	15 Dec 2020 07:53
URI:	https://repotest.untar.ac.id/id/eprint/13404

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