PENGARUH E-SALES PROMOTION DAN E-INTERACTIVE MARKETING TERHADAP E-IMPULSE BUYING DIMEDIASI OLEH E-TRUST (Studi Pada Pengguna Marketplace Shopee)

This study aimed to determine and analyze e-sales promotion, e-interactive marketing, e-impulse buying and e-trust on Shopee marketplace. The type of this research was quantitative research with the population used was users of marketplace Shopee in Malang City. The number of samples specified in this study was 112 respondents with purposive sampling technique. The data collection technique in this research used online questionnaire. The data analysis method used was scale range and Structural Equation Model (SEM) with SmartPLS 4.0 software. Based on the results of research and analysis, it can be concluded that E-Sales Promotion has a positive and significant effect on E-Impulse Buying, E-Interactive Marketing has a positive and significant effect on E-Impulse Buying, E-Trust has a positive and significant effect on E-Impulse Buying, E-Sales Promotion has a positive and significant effect on E-Trust, E-Interactive Marketing has a positive and significant effect on E-Trust, E-Trust is able to mediated the effect of E-Sales Promotion on E-Impulse Buying, and E-Trust is able to mediated the effect of E-Interactive Marketing on E-Impulse Buying.