The Effect of Time Scarcity Promotion, Shopping Motives and E-WoM on Impulse Buying Behavior of Shopee Consumers in Manado City
Keywords:
Time Scarcity Promotion, Hedonic, Utilitarian, Shopping Motives, E-WOM, Impulse Buying
Abstract
This study aims to identify and analyze the effect of Time Scarcity Promotion, Hedonic Shopping Motives, Utilitarian Shopping Motives and E-WoM on Impulse Buying behavior. The number of samples in this study was 100 respondents, collecting data using a questionnaire. The quantitative analysis method used is validity, reliability, classical assumptions and multiple regression using the SPSS 25 application. Shopee is an E-Commerce platform that offers a variety of attractive programs to attract more consumers. Along with the progress of E-Commerce, Impulse Buying behavior in society has developed. The results of the study show that simultaneously Time Scarcity Promotion, Hedonic Shopping Motives, Utilitarian Shopping Motives and E-WoM have a positive and significant effect on Impulse Buying behavior. Then partially each variable Time Scarcity Promotion, Hedonic Shopping Motives, Utilitarian Shopping Motives has a positive and significant effect on Impulse Buying behavior, while E-WoM partially has a positive and insignificant effect.
References
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23. Tandriady, I., and Septina, F. (2021) "The Influence of E-WOM and Sales Promotion on Impulsive Buying of Fashion Products at Shopee for Ciputra University Surabaya Students", JEMMA (Jurnal of Economic, Management, and Accounting) p-ISSN: 2615-1871/ e-ISSN: 2615-5850 DOI: http://dx.doi.org/10.35914/jemma.v5i1.800
24. Tumanggor, S., Hadi, P., and Sembiring R., (2022) "Impulsive Purchases on Shopee E-Commerce (Study on Shopee consumers in South Jakarta)" Journal of Business and Banking. ISSN 2088-7841 10.14414/jbb.v11i2.2733
25. Zaidan. AF, and Sukresna, M., (2021) “The Influence of Scarcity and Accidental Information on Online Impulsive Buying in Millennials in Malang City”, Journal of Management & Business Volume 4, issue1 (2021) Pages 397-417 ISSN: 2598-8301 (Online) DOI: https://doi.org/10.37531/sejaman.v4i2.1677 Accessed, 05 july 2022
26. Melissa Yapanto, L. (2018). Distribution of Seafood Production in Bajo Sector of Gorontalo Province Indonesia. International Journal of Innovative Science and Research Technology, 3(8). www.ijisrt.com521
27. Yapanto, L. M., Harahab, N., & Olii, A. H. (n.d.). The coastal communities and the alternative income ( Case study in. 17(04).
2. Bahrah, EN, and Fachira, I. (2021) “The Influence Of E-Commerce' Marketing On Impulsive Buying Behavior”, Advanced International Journal of Business, Entrepreneurship and SMEs, 3 (9), 349-361. DOI: 10.35631/AIJBES.39023. Accessed, 14 June 2022
3. Brink, F and Petersson, V. (2022) “A qualitative study of how millennials impulse buying behavior is influenced by limited-time promotion in Sweden”, Business Administration III- Degree Project https://www.diva-portal.org/ smash/get/diva2:1667134/FULLTEXT01.pdf Accessed, 02 August 2022
4. Cialdini, RB (2009) Influence The Psychology of Persuasion. HarperCollins Publishers.
5. Effendi, S., Faruqi, F., Mustika, M., & Salim, R., (2020) "The Effect of Sales Promotion, Electronic Word of Mouth and Hedonic Shopping Motivation on Impulsive Purchases on the Shopee Application" Journal of Accounting and Management, Vol . 17 No. 02, October 2020 https://www.ejournal.stei.ac.id/index.php/JAM/article/download/332/214 Accessed, 19 july 2022
6. Ghozali, I. (2018). SPSS 25 Multivariete Analysis Application (9th ed.). Semarang: Diponegoro University.
7. Guo. J., Xin. L,. and Wu. Y. (2017) “Arousal or Not? The Effect of Scarcity Messages on Online Impulsive Purchases”, College of Management and Economics, Tianjin University, Tianjin, China DOI: 10.1007/978-3-319-58484-3_3
8. Halim, Fitria., Sherly., and Sudirman, Acai., (2020). Marketing and Social Media. Bandung: Media Science Indonesia
9. Hasim, M., and Lestari, RB, (2022) "The Effect of Discounts, Hedonic Shopping Motivation, E-WOM and Shopping Lifestyle on Impulse Buying at Tokopedia" Scientific Journal of Economics and Business, University of Multi Data Palembang.
10. Hiranrithioru, P., and Banjongprasert, J., (2022) “The effect of the website attributes on online impulse buying: An empirical investigation of utilitarian and hedonic motivations” International Journal of Data and Network Science 6 (2022). 1419–1426
11. Indrawati, I., Ramantoko, G., Widarmanti, T., Aziz, IA and Khan, FU (2022) “Utilitarian, hedonic, and self-esteem motives in online shopping”, Spanish Journal of Marketing - ESIC Emerald Publishing Limited 2444 -9709 DOI 10.1108/SJME-06-2021-0113
12. Iyer, G.L,. Blut, M. Xiao, HS, and Grewal, Dhruv. (2019), “Impulse Buying: a meta-analytic review”, Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-019-00670-w Accessed, 04 August 2022
13. Mothersbaugh, DL, and Hawkins, DI, (2016) “Consumer Behavior: Building Marketing Strategy. Thirteenth Edition." Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121.
14. Noone, BM, and Lin, MS (2020). “Scarcity-Based Price Promotions: How Effective are they in a Revenue Management Environment?”, Journal of Hospitality & Tourism Research, 44(6), 883-907. doi:10.1177/1096348020917734 Accessed, 02 August 2020
15. Paramitha, NPIN, Sulhani and Saufi, A., (2022) "The Effect of Hedonic Shopping and Utilitarian Values on Impulse Buying Moderated by Gender on the Marketplace", International Journal of Multicultural and Multireligious Understanding. ISSN 2364-5369 Volume 9, Issue 2 February, 2022 Pages: 54-67 http://dx.doi.org/10.18415/ijmmu.v9i2.3322
16. Potter, W. James. (2021). Digital Media Effects. London: Rowman & Littlefield.
17. Salim, M., Oktaviany, P., Hayu, RS, (2021) “Study of Online Impulsive Buying in Indonesia During Covid-19 Pandemic Outbreak”, Asia-Pacific Management and Business Application 10 (2) 125-136 ©UB 2021 University of Brawijaya Malang, Indonesia DOI: 10.21776/ub.apmba.2021.010.02.1
18. Samuri, V.F.,. Soegoto, AS, and Woran, D., (2018) "Descriptive Study of Hedonic Shopping Motivation in Shopee Online Shop Consumers" https://ejournal.unsrat.ac.id/index.php/emba/article/view/20965
19. Soelton, M., Ramli, Y., Wahyono, T., Sartian, ETP, and Oktavia, C. (2021) “The Impact of Impulse Buying on Retail Markets in Indonesia”, Journal of Asian Finance, Economics and Business Vol 8 No 3 (2021) 0575–0584 doi:10.13106/jafeb.2021.vol8.no3.0575 Accessed, 11 july 2022
20. Solomon, MR, and Rabolt, NJ (2009) Consumer Behavior in Fashion. UK: Pearson/Prentice Hall
21. Solomon, Michael R. (2013) Consumer Behavior: Buying, Having, and Being. Tenth Ed. Global Ed. Pearson Education Limited.
22. Sugiyono (2015). Management Research Methods. Bandung: Alphabet.
23. Tandriady, I., and Septina, F. (2021) "The Influence of E-WOM and Sales Promotion on Impulsive Buying of Fashion Products at Shopee for Ciputra University Surabaya Students", JEMMA (Jurnal of Economic, Management, and Accounting) p-ISSN: 2615-1871/ e-ISSN: 2615-5850 DOI: http://dx.doi.org/10.35914/jemma.v5i1.800
24. Tumanggor, S., Hadi, P., and Sembiring R., (2022) "Impulsive Purchases on Shopee E-Commerce (Study on Shopee consumers in South Jakarta)" Journal of Business and Banking. ISSN 2088-7841 10.14414/jbb.v11i2.2733
25. Zaidan. AF, and Sukresna, M., (2021) “The Influence of Scarcity and Accidental Information on Online Impulsive Buying in Millennials in Malang City”, Journal of Management & Business Volume 4, issue1 (2021) Pages 397-417 ISSN: 2598-8301 (Online) DOI: https://doi.org/10.37531/sejaman.v4i2.1677 Accessed, 05 july 2022
26. Melissa Yapanto, L. (2018). Distribution of Seafood Production in Bajo Sector of Gorontalo Province Indonesia. International Journal of Innovative Science and Research Technology, 3(8). www.ijisrt.com521
27. Yapanto, L. M., Harahab, N., & Olii, A. H. (n.d.). The coastal communities and the alternative income ( Case study in. 17(04).
Published
2023-02-23
How to Cite
Ahmad, Y. N., Mandey, S. L., & Pandowo, M. H. (2023). The Effect of Time Scarcity Promotion, Shopping Motives and E-WoM on Impulse Buying Behavior of Shopee Consumers in Manado City. International Journal on Economics, Finance and Sustainable Development, 5(2), 89-103. https://doi.org/10.31149/ijefsd.v5i2.4031
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