Measurement Tool for The Influence of Sales Promotion, Utilitarian Motive, Self Esteem Motive, and Hedonic Motive on Purchase Decision with Impulse Buying and Behavior Intention as Variable Intervening in E-commerce XYZ
Journal Title: International Journal of Current Science Research and Review - Year 2024, Vol 7, Issue 02
Abstract
One proof of the ease of technology is the emergence of e-commerce. E-commerce is a medium that allows sellers and buyers to meet face-to-face. This research aims to provide a measurement tool to analyze the influence of sales promotion, utilitarian motive, self-esteem, and hedonic motive on purchasing decisions with impulse buying and behavioral intention as intervening variables. This research surveyed with the participation of 30 respondents who had purchased products through XYZ e-commerce Therefore, this measuring instrument meets the requirements and is acceptable for further research.
Authors and Affiliations
Virnanda Laraswati, Prof. Dra. Indrawati, M. M. , Ph. D,
Keywords
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- EP ID EP730791
- DOI 10.47191/ijcsrr/V7-i2-32
- Views 55
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