The Influence of Sales Promotions, Product Quality, and E-Word of Mouth on Shopee Live on Impulsive Buying Behavior Among Muhammadiyah University Students in Sidoarjo
Pengaruh Promosi Penjualan, Kualitas Produk, dan E-Word of Mouth Pada Shopee Live Terhadap Perilaku Impulsive Buying di Kalangan Mahasiswa Universitas Muhammadiyah Sidoarjo
DOI:
https://doi.org/10.21070/ups.4001Keywords:
Sales Promotion, Product Quality, E-Word of Mouth, Impulsive BuyingAbstract
This research aims to determine the influence of sales promotion, product quality, and e-word of mouth on Shopee Live on impulsive buying behavior among Muhammadiyah University Sidoarjo students. The population in this study is all students at Muhammadiyah University of Sidoarjo who regularly make purchases on Shopee Live. The sample determination method used a purposive sampling method, with a total of 100 respondents. The data analysis technique uses multiple linear regression analysis techniques. The research results show that sales promotion has a positive and significant effect on impulsive buying behavior, product quality has a positive but not significant effect on impulsive buying behavior, while e-word of mouth has a negative and not significant effect on impulsive buying behavior. The research results show that sales promotion, Product quality and e-word of mouth simultaneously have a positive and significant influence on impulsive buying behavior.
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