Does the Novelty, Advertising Value, Relevance, and Privacy Concern Effect on the Online Impulse Buying Tendency?

Anisha Rizka Femilia, Mega Mayasari

2021

Abstract

Online impulse buying is a factor that can generate profit for online retailers and advertisers. Currently, buying and selling activities do not only occur face-to-face, but can be done through an e-commerce which offers many conveniences. Marketing methods are also increasingly developing through social media. This research is a quantitative study which aims to test the effect of novelty factors, advertising value, relevance, and privacy concern on the tendency to make impulsive online purchases. Respondents used were students majoring in Business Management at Batam State Polytechnic with a sample of 108 students with a sampling technique using purposive sampling. This study uses multiple linear regression analysis techniques. The results of this study indicate that the relevance and privacy concern have a significant effect on the tendency to make online impulse. Meanwhile, the novelty and advertising value variables did not have a significant effect on the online impulse buying tendency.

Paper Citation

in Harvard Style

Rizka Femilia A. and Mayasari M. (2021). Does the Novelty, Advertising Value, Relevance, and Privacy Concern Effect on the Online Impulse Buying Tendency?. In Proceedings of the 3rd International Conference on Applied Economics and Social Science - Volume 1: ICAESS, ISBN 978-989-758-605-7, pages 444-450. DOI: 10.5220/0010935700003255

in Bibtex Style

@conference{icaess21,
author={Anisha Rizka Femilia and Mega Mayasari},
title={Does the Novelty, Advertising Value, Relevance, and Privacy Concern Effect on the Online Impulse Buying Tendency?},
booktitle={Proceedings of the 3rd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,},
year={2021},
pages={444-450},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010935700003255},
isbn={978-989-758-605-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 3rd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,
TI - Does the Novelty, Advertising Value, Relevance, and Privacy Concern Effect on the Online Impulse Buying Tendency?
SN - 978-989-758-605-7
AU - Rizka Femilia A.
AU - Mayasari M.
PY - 2021
SP - 444
EP - 450
DO - 10.5220/0010935700003255