Abstract

This paper aims to research regarding the impacts that social media marketing, hedonic shopping motivation and electronic word of mouth has to a Shopee customer’s impulse purchases. The method applied in this study is quantitative and data will be collected by providing online to Shopee’s customers located in Medan, Indonesia. Convenience sampling method will be used and the sample will be distributed to whom the writer can easily distribute to. From the questionnaires distributed, 97 respondent’s data were obtained and they will be processed with the SPSS statistical software program. Result shows that only hedonic shopping motivation will significantly impact the impulse purchases made by Shopee customers in Medan while the others will not much impact to impulse purchases.

Highlights

  • Living in an evolving world, the use of marketing means has significantly changed throughout the years

  • We can conclude that only hedonic shopping motivation will significantly impact impulse purchases made by Shopee customers in Medan

  • The purpose of this study is to find whether there is any relation for social media marketing, hedonic shopping motivations and electronic word of mouth towards the impulse purchases made by Shopee customers in Medan, we can see that only the X2 variable, hedonic shopping motivation will significantly impact the Y variable

Read more

Summary

Introduction

Living in an evolving world, the use of marketing means has significantly changed throughout the years. Social Media Marketing is a crucial part of marketing as social media keeps evolving, more and more users are going online in many different platforms, allowing businesses to target a larger audience and generating more sales when proper social media marketing have been made. This leads to a pathway for many businesses to further develop, shape and create brand awareness to maximize profit. A lot of firms and e-commerce sites have adapted to the use of social media marketing. According to a survey made by Rakuten Insights, 55% of Indonesian respondents admitted that they’ve made more online purchases, and only 9% did not make any purchases online (Wolff, 2021)

Objectives
Results
Discussion
Conclusion

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.