PERAN E-SALES PROMOTION , E-INTERACTIVE MARKETING TERHADAP E-IMPULSIVE BUYING DI MEDIASI OLEH E-TRUST PADA MARKETPLACE SHOPEE

This research aims to analyze the effect of e-sales promotion, e-interactive marketing on e-impulsive buying with mediation of e-trust in the Shopee marketplace. The population of this research is Aerostreet consumers in the Shopee marketplace who live in Malang City using a simple random sampling technique. The sample used in this study amounted to 200 respondents with the characteristics of having a minimum age of 17 years and consumers of Aerostreet products who have shopped at the Shopee marketplace spontaneously (unplanned). The data analysis method uses Structural Equation Modeling - Partial Least Square (SEM-PLS) with SmartPLS 3.0 software. The results showed that e-sales promotion, e-interactive marketing and e-trust have a positive and significant effect on e-impulsive buying. E-trust does not mediate the effect of e-sales promotion on e-impulsive buying. E-trust is able to mediate the effect of e-interactive marketing on e-impulsive buying. The results of this study can be a useful guide for marketplace development to make it more attractive and more trusted by consumers. Future researchers can develop similar research with different methods such as mixed methods (quantitative-qualitative). Using other variables that may affect impulsive buying decisions such as emotional factors, geographical and cultural factors.