Abstract
The purpose of this study was to determine the effect of shopping lifestyle, Hedonic Shopping, Fashion Lifestyle, and Impulse Buying in Shopee e-commerce. This study used a quantitative approach. Data obtained by online questionnaire via google form. Hypothesis testing is carried out using the classical assumption method, multiple regression and hypothesis testing with SPSS 21. Based on the finding of this study, hedonic shopping and shopping lifestyle show the significant effect toward Shopee e-commerce. However, the impulse buying, and fashion involvement show the insignificant effect toward Shopee e-commerce. The limitation of this study is a small number of sample sizes. This research is important for analysing and knowing customer shopping styles in developing digital marketing strategies. The finding of this research will help companies in developing digital marketing strategies so that companies can achieve maximum goals.
Metadata
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Creators: | Creators Email / ID Num. Kumbara, Vicky Brama UNSPECIFIED Sanjaya, Sigit UNSPECIFIED Nadilla, Nia UNSPECIFIED Mohd Kodri, Aida Nur aidanur@uitm.edu.my Muhamad Hanapiyah, Zulkefli UNSPECIFIED |
| Contributors: | Contribution Name Email / ID Num. Chief Editor Abdul Rasool, Mohamed Saladin UNSPECIFIED Chief Editor Awang Tuah, Siti Normah UNSPECIFIED Editor Muhamad Hanapiyah, Zulkefli UNSPECIFIED Editor P. Rameli, Mohd Faizal UNSPECIFIED Editor Ahmad, Siti Nurul Akma UNSPECIFIED Editor Md Jani, Syahrina Hayati UNSPECIFIED Editor Ali, Siti Mariam UNSPECIFIED Editor Wan Mohamed Saferdin, Wan Aisyah Amni UNSPECIFIED Agency Representative Rokman, Zesdyzar UNSPECIFIED Agency Representative Azhar, Nur Aleya Natasha UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Social aspects. Social marketing H Social Sciences > HF Commerce > Marketing > Telemarketing. Internet marketing H Social Sciences > HF Commerce > Electronic commerce > Malaysia |
| Divisions: | Universiti Teknologi MARA, Melaka > Alor Gajah Campus > Academy of Contemporary Islamic Studies (ACIS) |
| Journal or Publication Title: | The 8th Southeast Asia International Philanthropy Conference 2023 (SEAIPC2023) |
| Event Title: | The 8th Southeast Asia International Philanthropy Conference 2023 (SEAIPC2023) |
| Event Dates: | 7-9 November 2023 |
| Page Range: | p. 96 |
| Keywords: | Ecommerce; Shopping lifestyle; Hedonic shopping; Impulse buying |
| Date: | 2023 |
| URI: | https://ir.uitm.edu.my/id/eprint/105152 |
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