Peran Digital Marketing Dalam Memediasi Pengaruh Electronic Word Of Mouth, Promosi dan Harga Terhadap Impluse Buying (Studi pada E-commerce Shopee)

Rahmawati, Febrina Dian

doi:10.33476/jeba.v7i2.3416

Cited by 2 publications

(2 citation statements)

References 15 publications

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“…This reveals that EWOM can promote and increase impulsive buying. This statement is also supported by [17], who states that impulse buying can be improved by emphasizing word of mouth and electronic word of mouth, which become references that shape consumer expectations.…”

Section: Resultsmentioning

confidence: 81%

The Influence of Electronic Word of Mouth and Hedonic Shopping Motivation on Impulse Buying with Fear of Missing Out as a Moderating Variable

Ramdani,

Sulhaini,

Handayani

2024

PoS

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Current developments in digital marketing technology are suspected to increase consumer impulse buying behaviour. This research analyses the influence of Electronic Word of Mouth and hedonic shopping motivation on impulse buying, moderated by Fear of Missing Out. This research is quantitative research that uses a causal associative approach. The method used to test the hypothesis is SEM PLS with the help of the SmartPLS application. The research results show that Electronic Word of Mouth and hedonic shopping motivation positively and significantly affect impulse buying. FOMO. The results of this research can also be used as a basis for marketers of e-commerce companies to increase efforts to obtain and spread positive EWOM and increase the occurrence of impulsive buying from consumers.

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Section: Resultsmentioning

confidence: 81%

The Influence of Electronic Word of Mouth and Hedonic Shopping Motivation on Impulse Buying with Fear of Missing Out as a Moderating Variable

Ramdani,

Sulhaini,

Handayani

2024

PoS

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“…The world of fashion in the era of technological advances is increasingly widespread through various digital platforms, one of which is social media. The existence of technological developments makes it easier for people to shop which can be done online on social media or other platforms (Rahmawati, 2022). In addition, in this digital era, it also creates many opportunities for people to start selling in a faster and more effective way in reaching consumers by marketing online.…”

Section: Introductionmentioning

confidence: 99%

Factors Influencing Purchase Intention with Brand Awareness as a Mediator on Local Fashion Brand Products

Ratnasari,

Kesumahati

2024

Ecombis. Rev. J. Ilm. Eco. and Bussines.

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This research aims to know which factors are more affective to increasing and attracting consumer purchase intentions in local fashion brands. This research used quantitative method by distributing questionnaires which obtains as many as 475 respondents with a population of people who have purchased or used local fashion products in Indonesia. The data analysis method uses PLS-SEM through SmartPLS 3.0. The results of the study show that several factors have a significant effect on purchase intention such as product quality and brand awareness. Meanwhile brand awareness mediates the relationship between purchase intention and social media marketing and addition brand awareness also mediates the relationship between purchase intention and celebrity endorser. This study show that local fashion brand business must pay more attention to product quality factors and build awareness of their business brand. Creating high brand awareness in the community will be very influential for businesses to be able to know that there business exists.

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Peran Digital Marketing Dalam Memediasi Pengaruh Electronic Word Of Mouth, Promosi dan Harga Terhadap Impluse Buying (Studi pada E-commerce Shopee)

Cited by 2 publications

References 15 publications

The Influence of Electronic Word of Mouth and Hedonic Shopping Motivation on Impulse Buying with Fear of Missing Out as a Moderating Variable

The Influence of Electronic Word of Mouth and Hedonic Shopping Motivation on Impulse Buying with Fear of Missing Out as a Moderating Variable

Factors Influencing Purchase Intention with Brand Awareness as a Mediator on Local Fashion Brand Products

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