Analisis impulse buying pada e-commerce B2C: studi kasus pada

Samiono, Bambang Eko (2017) Analisis impulse buying pada e-commerce B2C: studi kasus pada Transformasi: Jurnal Ekonomi, Manajemen dan Akuntansi, 1 (2). pp. 34-47. ISSN 1907-3429

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The purpose of this study is to determine the effect of Hedonic Motive against impulse buying through browsing and shopping at online shop lifestyle business model B2C ( This study uses path analysis (Path Analysis) to determine the causal effect between the variables. The result of the study shows that: (1) E-Commerce B2C – Zalora: Hedonic Motives significantly influence Browsing. (2) E-Commerce B2C – Zalora: Hedonic Motives significant effect on Lifestyle Shopping. (3) E�Commerce B2C – Zalora: Hedonic Motives does not significantly influence impulse buying (4) Browsing does not affect the Impulse Buying on E-Commerce B2C – Zalora (5) In E-Commerce B2C – Zalora: shoping LifeStyle has effect on Impulse Buying. (6) Browsing has no influence as a mediator between the hedonic motives with impulse buying but shopping lifestyle has an influence on E-Commerce B2C – Zalora.

Item Type: Article
Uncontrolled Keywords: Hedonic Motives; Browsing; Shopping Lifestyle; Impulse Buying; Descriptive Analysis and Path Analysis
Subjects: 300 Social sciences > 330 Economics > 338 Production, Industrial Economics
600 Applied sciences & technology > 650 Management & public relations > 658 General Management
Divisions: Universitas Al-Azhar Indonesia (UAI) > Fakultas Ekonomi dan Bisnis (FEB)
Depositing User: Rifda Jilan
Date Deposited: 25 Nov 2022 06:29
Last Modified: 25 Nov 2022 06:29

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