Authors :
Siti Hajar; Lalu Edy Herman Mulyono; Handry Sudiartha Athar
Volume/Issue :
Volume 8 - 2023, Issue 11 - November
Google Scholar :
https://tinyurl.com/5n6dup38
Scribd :
https://tinyurl.com/3hy36fcz
DOI :
https://doi.org/10.5281/zenodo.10110156
Abstract :
The purpose of this study is to investigate how
competency Technology in marketing activities is
increasingly developing so that it has introduced ecommerce which can provide great convenience for
consumers to be able to buy the goods they want anytime
and anywhere. This research aims to examine the
influence of Shopaholic Behavior, Content Marketing and
Self Reward on Impulse Buying in e-commerce among
Millennial Consumers in Indonesia. This type of research
is quantitative research with an associative-causal
approach. The population in this research is the
Indonesian people, especially the Millennial Generation,
who actively shop online on e-commerce, an unknown
number. The number of samples in this research was 120
respondents. The sampling technique in this research
used purposive sampling. Data analysis in this research
used a Structural Equation Model (SEM) approach based
on partial Least Square (PLS) using SMART PLS 4.0
software. The results prove that shopaholic behavior,
content marketing and self-reward have a positive and
significant effect on impulse buying on e-commerce
among Millennial consumers in Indonesia.
Keywords :
Shopaholic Behavior, Content Marketing, Self Reward, Impulse Buying, E-Commerce, Millennial Consumers.
The purpose of this study is to investigate how
competency Technology in marketing activities is
increasingly developing so that it has introduced ecommerce which can provide great convenience for
consumers to be able to buy the goods they want anytime
and anywhere. This research aims to examine the
influence of Shopaholic Behavior, Content Marketing and
Self Reward on Impulse Buying in e-commerce among
Millennial Consumers in Indonesia. This type of research
is quantitative research with an associative-causal
approach. The population in this research is the
Indonesian people, especially the Millennial Generation,
who actively shop online on e-commerce, an unknown
number. The number of samples in this research was 120
respondents. The sampling technique in this research
used purposive sampling. Data analysis in this research
used a Structural Equation Model (SEM) approach based
on partial Least Square (PLS) using SMART PLS 4.0
software. The results prove that shopaholic behavior,
content marketing and self-reward have a positive and
significant effect on impulse buying on e-commerce
among Millennial consumers in Indonesia.
Keywords :
Shopaholic Behavior, Content Marketing, Self Reward, Impulse Buying, E-Commerce, Millennial Consumers.
