SHS Web Conf.
Volume 76, 2020The 1st International Conference on Social Sciences and Humanities (ICSH 2019)
|Number of page(s)||10|
|Published online||29 April 2020|
Sales Promotion, Hedonic Shopping Value, and Impulse Buying on Online Consumer Websites
Faculty of Business and Economics, Petra Christian University, Siwalankerto 121–131, Surabaya 60236, Indonesia
2 Departement of Sciences of Management, Faculty of Economics, Management and Commercial Sciences, Kasdi Merbah University – Ouargla Ghardaia Road, BP.511, 30, 000, Algeria
* Corresponding author: email@example.com
The phenomenon in the increasing fashion business is caused by online shopping activity, especially in fashion products. In this research, shopping activity is focused on online shopping. Online shopping is also called internet shopping, electronic shopping, online buying, or buying through the internet. Online shopping has become the newest trend for Indonesian as an alternative to buying a product or service. Advertisement and trend are able to influence consumers in doing or deciding to buy. This is the reason people buy excessively unplanned as needed. This research purpose is to observe the sales promotion influence toward impulse buying with hedonic shopping value as intervening to fashion online shopping consumers in Surabaya. This research uses 99 respondents, and the data analysis uses the Partial Least Square (PLS) model. The result shows that sales promotion and hedonic shopping value have significant positive influence on impulse buying. Moreover, hedonic shopping value as variable intervening has an influence between sales promotion to impulse buying.
Key words: Hedonic shopping value / impulse online buying / online sales promotion
© The Authors, published by EDP Sciences, 2020
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