Publication Date: 2023/11/11
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.
DOI: https://doi.org/10.5281/zenodo.10110156
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT23NOV315.pdf
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