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Abstract :
One proof of the ease of technology is the emergence of e-commerce. E-commerce is a medium that allows sellers and buyers to meet face-to-face. This research aims to provide a measurement tool to analyze the influence of sales promotion, utilitarian motive, self-esteem, and hedonic motive on purchasing decisions with impulse buying and behavioral intention as intervening variables. This research surveyed with the participation of 30 respondents who had purchased products through XYZ e-commerce Therefore, this measuring instrument meets the requirements and is acceptable for further research.
Keywords :
Behavior Intention, Hedonic Motive, impulse buying, Purchase Decision., Sales Promotion., Self-esteem., Utilitarian.References :
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