Increasing Impulse Buying Customer Through Social Media Influencer: E-WOM, Testimonial, Flashsale as Stimulus

Abstract

Shopee as a shopping platform with the most traffic in Indonesia has various features that can increase transactions due to the impact of changes in consumer shopping patterns including E-WOM and testimonials containing after-purchase consumer reviews and flashale. Therefore, the purpose of this study is to analyze: the effect of E-WOM on SMI, the effect of testimonials on SMI, the effect of flashale on SMI, the effect of E-WOM on impulse buying, the effect of testimonials on impulse buying, the effect of flashsale on impulse buying, the effect of SMI on impulse buying, the effect of E-WOM on impulse buying, the effect of Testimonial on impulse buying, the effect of Flashsale on impulse buying through SMI on the Shopee platform. This study uses a quantitative approach and SEM-PLS analysis. The population of this research is all unlimited users of the Shopee platform and a sample of 180 respondents. The results of this study state that there is a significant effect of E-WOM on SMI, testimonials on SMI, flashsale on SMI, E-WOM on impulse buying, testimonials on impulse buying, and flashsale on impulse buying. SMI on impulse buying and E-WOM, testimonials and flashsale on impulse buying through SMI. Keywords: E-WOM, Testimonial, Flashsale, SMI, Impulse Buying