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This document summarizes a study that examined the influence of sales promotions, fashion involvement, and shopping lifestyle on impulse buying in the e-commerce platform Shopee. The study used a quantitative methodology, collecting data through questionnaires distributed on social media to 64 Shopee users and consumers. Statistical tests using PLS-based structural equation modeling found that sales promotions, fashion involvement, and shopping lifestyle all had a positive influence on impulse buying on Sho

Author

saoki andriyana

Language

EN