The Effect of Sales Promotion, Self-Control, And Hedonism on Impulsive Buying In E-Commerce Platform During The Covid-19 Pandemic

Abstract

Modernization causes customers to be inseparable from the need for online shopping or e-commerce. E-commerce uses various strategies to attract customers to buy their products, especially during a pandemic due to the restriction of offline shopping by the government. The purpose of this research is to gain a more profound knowledge of the influence of sales promotion, self-control, and hedonism on impulsive buying in e-commerce platforms, especially during the Pandemic. Data were collected through a questionnaire from 205 respondents of e-commerce users who purchased during the COVID-19 Pandemic. A judgemental sampling technique is applied in this study. The data analysis method is a regression model and processed using Statistical Package for the Social Science (SPSS). The result of this study indicates that the hypothesis made by the authors is supported. The study's most important finding is that when self-control is low, impulsive purchasing occurs.