THE IMPACT OF WEBSITE QUALITY AND SALES PROMOTION ON IMPULSIVE BUYING BEHAVIOR ON FASHION AND BEAUTY PRODUCTS THROUGH THE MEDIATION OF HEDONIC SHOPPING VALUE (THE STUDY OF TIKTOK SHOP IN INDONESIA)

Abstract

The purpose of this study was to examine the impact of website quality and sales promotion on impulse buying behavior, using hedonic shopping value as a mediating variable. The type of research used is descriptive and causal with the research method used is explanatory research. Based on the sampling technique using the purposive sampling method, a sample of 220 respondents who had purchased fashion and beauty products at the TikTok Shop in Indonesia was obtained. The Structural Equation Model Partial Least Squares (SEMPLS) method was used to analyze the data in this study. This study uses SmartPLS 4.0 software to perform PLS analysis. The results showed that the website quality variable did not have a significant effect on the impulsive buying behavior variable. However, this study also found that the website quality variable has a positive and significant effect on the hedonic shopping value variable, the sales promotion variable has a positive and significant effect on the hedonic shopping value variable, and the sales promotion variable has a positive and significant effect on the impulsive buying behavior variable. Also, the hedonic shopping value variable can mediate between website quality and impulsive buying behavior. The hedonic shopping value variable can also mediate between sales promotions and impulsive buying behavior.
Keywords: Website Quality, Sales Promotion, Hedonic Shopping Value, Impulsive Buying Behavior.

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