Empirical analysis shows sales promotions and hedonic shopping motivation positively impact impulsive buying in consumers, suggesting effective marketing strategies.
This study aims to analyze the influence of sales promotion, hedonic shopping motivation, shopping lifestyle, and electronic word-of-mouth (E-WOM) on impulsive buying behavior. The research focuses on Shopee consumers in Purwokerto. The independent variables in this study are sales promotion, hedonic shopping motivation, shopping lifestyle, and E-WOM, while impulsive buying serves as the dependent variable. A quantitative research method was employed. The sample consisted of 119 respondents, selected using purposive sampling. Data were collected through a questionnaire utilizing a Likert scale. The collected data were analyzed using SPSS version 26. The results indicate that sales promotions, hedonic shopping motivation, and shopping lifestyle have a positive and significant effect on impulsive buying. However, E-WOM does not influence on impulsive buying.
No takes yet. Share an insight, caveat, or question.
Anastasia et al. (2025) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: