The effects of sales promotion, attractiveness of internet advertising, and website quality on impulse buying of consumers of Tokopedia in Indonesia
by Carunia Mulya Firdausy; Maria Fernanda
International Journal of Management and Enterprise Development (IJMED), Vol. 20, No. 1, 2021

Abstract: Many empirical studies in Indonesia found factors that influenced impulse buying of consumers were mainly due to sales promotion, attractiveness of internet advertising, and website quality. This study for that a posteriori reason aims at re-examining this phenomena by taking into account consumer behaviour of Tokopedia in Indonesia as a case study. The data source of this study was collected from a quantitative survey of consumers of Tokopedia in Jakarta, the Capital City of Indonesia. The sampling method applied was the non-probability sampling technique since no access to the population database was given by Tokopedia. The data were then analysed by using statistical multiple linear regression analysis. This study confirmed that sales promotion, attractiveness of internet advertising, and website quality significantly affected impulse buying of consumers of Tokopedia in Jakarta. The limitations of the study were discussed so caveats apply to interpret the findings from this study.

Online publication date: Mon, 15-Mar-2021

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