Pengaruh Promosi Penjualan, Kenikmatan Berbelanja, Gaya Hidup Online Terhadap Impulsive Buying Masyarakat Muslim Millenial
نویسندگان
چکیده
ABSTRAK
 Adanya sistem jual beli online telah mendorong terjadinya pembelian impulsif Penelitian ini bertujuan untuk melihat pengaruh promosi penjualan, kenikmatan berbelanja dan gaya hidup terhadap impulsive buying. merupakan penelitian yang menggunakan pendekatan kuantitatif. Populasi dalam adalah generasi millennial berdomisili di Kota Banda Aceh pengguna aplikasi Shopee dengan penarikan sampel menjadi seratus responden. Jenis data primer. Metode analisis Structural Equation Modeling berbasis Partial Least Square (SEM-PLS) bantuan SmartPLS. Hasil menunjukkan bahwa penjualan berhubungan positif signifikan berbelanja, Gaya kemudian buying sebagai variabel intervening, serta juga intervening.
 Kata Kunci: Promosi Penjualan, Kenikmatan Berbelanja, Hidup Online, SEM-PLS
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ژورنال
عنوان ژورنال: Journal of Sharia Economics
سال: 2022
ISSN: ['2774-3543', '2774-3551']
DOI: https://doi.org/10.22373/jose.v3i1.1549