PENGARUH PROMOSI PENJUALAN, KUALITAS WEBSITE, DAN POSITIVE EMOTION TERHADAP IMPULSIVE BUYING PERSPEKTIF EKONOMI ISLAM

Authors

  • Ainaya Arum Puspita Institut Agama Islam Tazkia Bogor, Indonesia
  • Afif Zaerofi Institut Agama Islam Tazkia Bogor, Indonesia

DOI:

https://doi.org/10.30868/ad.v8i01.6487

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh promosi penjualan, kualitas website, dan positive emotion terhadap impulsive buying pada pengguna aplikasi shopee di Kota Bogor Raya. Populasi dalam penelitian ini adalah para pengguna aplikasi shopee di Kota Bogor Raya. Pengambilan sampel menggunakan metode purposive sampling, dengan jumlah sampel 150 responden. Data dianalisis dengan menggunakan teknik analisis regresi linear berganda melalui software SPSS. Penelitian ini menemukan bahwa 1). promosi penjualan berpengaruh negatif signifikan terhadap impulsive buying, 2). Kualitas Website berpengaruh positif signifikan terhadap impulsive buying, 3). Positive emotion berpengaruh positif signifikan terhadap impulsive buying, 4). Promosi penjualan, kualitas website, dan positive emotion berpengaruh secara simultan terhadap impulsive buying.

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Published

2024-04-22

How to Cite

Ainaya Arum Puspita, & Afif Zaerofi. (2024). PENGARUH PROMOSI PENJUALAN, KUALITAS WEBSITE, DAN POSITIVE EMOTION TERHADAP IMPULSIVE BUYING PERSPEKTIF EKONOMI ISLAM. Ad-Deenar: Jurnal Ekonomi Dan Bisnis Islam, 8(01). https://doi.org/10.30868/ad.v8i01.6487

Issue

Vol. 8 No. 01 (2024): Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam

Section

Articles

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