The Impact of E-Wom, Shopping Lifestyle, and Sales Promotion on Online Impulsive Buying of Cosmetic Products at Shopee Marketplace

Linda  Prakasiwi; Audita Nuvriasari

doi:10.54518/rh.4.3.2024.299

Authors

Linda Prakasiwi Universitas Mercu Buana, Yogyakarta, Indonesia
Audita Nuvriasari Universitas Mercu Buana, Yogyakarta, Indonesia

DOI:

https://doi.org/10.54518/rh.4.3.2024.299

Keywords:

E-Wom, Shopping Lifestyle, Sales Promotion, Online Impulsive Buying

Abstract

This study aims to analyze the impact of E-Wom, Shopping Lifestyle, and Sales Promotion on Online Impulsive Buying of Cosmetic Products at Shopee Marketplace. The sample used was 100 respondents with a sampling technique in the form of Purposive Sampling. Based on the results of multiple linear regression analysis tests and hypothesis testing with the t test, the results of this study prove that: (1) E-Wom has a significant positive effect on Online Impulsive Buying of Cosmetic Products at Marketplace Shopee, (2) Shopping Lifestyle has a significant positive effect on Online Impulsive Buying of Cosmetic Products at Marketplace Shopee, (3) Sales Promotion has a significant positive effect on Online Impulsive Buying of Cosmetic Products at Marketplace Shopee..

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