The Influence of Web Quality and Sales Promotion Toward Impulse Buying Behavior with Openness Personality as Moderating Variable (Study on Consumer of Shopee Indonesia Online Store)

FITRI, Fatiha Rahmalita (2018) The Influence of Web Quality and Sales Promotion Toward Impulse Buying Behavior with Openness Personality as Moderating Variable (Study on Consumer of Shopee Indonesia Online Store). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

To meet daily wants and needs, consumer conducted shopping. By shopping activity, they get anything what they mean it. The development and innovation of technology in this era resulted shopping no longer only done in supermarket, shopping centre, etc. Nowadays, shopping also can be done by online via internet. There are so many online shopping website in Indonesia, one of them is Shopee. Shopee entered market in Indonesia on May 2015 and started operated on June 2015. Shopee get sixth ranked in top ten e-commerce in Indonesia with selling product as fast only in 30 seconds, this proves that consumers are likely conduct online purchase in Shopee. The large number of sales promotion which are offered each day and quality of website that support the activities of shopping, consumer are more likely conduct shopping in Shopee than other online shopping sites. Based on the problem above, the purpose of this research to analysis the component of web quality and sales promotion influenced impulse buying behaviour with openness personality as moderating variable. Research methodology used for this research is a case study with survey research method. Convenience sampling techniques that come from non probability sampling techniques are used for the selection of sample. The research sample is 130, comes from consumers of Shopee around Indonesia. Method of processing data using SEM with AMOS used to analysis the data. This research implicated for start-up company based in online; Because the company could be develop, improved the quality, and create new innovation related to the result of research. The limitation of this research is the result of goodness index of fit in all variables are still in the marginal category.

Item Type: Thesis (Skripsi)
Nomor Inventaris: C18067
Uncontrolled Keywords: Web Quality, Sales Promotion, Openness Personality, Impulse Buying Behavior
Subjects: H > H305 Human behavior
P > P668 Purchasing
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Mrs Endang Kasworini
Date Deposited: 27 Jul 2020 04:10
Last Modified: 27 Jul 2020 04:10
URI: http://repository.unsoed.ac.id/id/eprint/4578

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