Dinda Indah Saputri, Irawan Randikaparsa, Herni Justiana Astuti, Fatmah Bagis

The Influence of E-WOM, Hedonic Shopping, Sales Promotion, and FOMO on Glad2Glow at Shopee

Introduction

The influence of e-wom, hedonic shopping, sales promotion, and fomo on glad2glow at shopee . Discover how E-WOM, Hedonic Shopping, Sales Promotion, and FOMO impact Glad2Glow impulse buying on Shopee. Learn which factors significantly drive online purchases for effective marketing.

Abstract

This study examines the effect of Electronic Word of Mouth (E-WOM), Hedonic Shopping, Sales Promotion, and Fear of Missing Out (FOMO) on impulse buying of Glad2Glow products on Shopee. A quantitative approach was employed using a survey of 333 students of Universitas Muhammadiyah Purwokerto, analyzed through PLS-SEM. The results indicate that all variables simultaneously affect impulse buying. Partially, E-WOM has no significant effect, while Hedonic Shopping, Sales Promotion, and FOMO show positive and significant effects. These findings suggest that impulse buying is driven more by emotional and situational factors than by online review information. This research is expected to contribute to business actors in designing more effective marketing strategies on digital platforms.  

Review

This study, "The Influence of E-WOM, Hedonic Shopping, Sales Promotion, and FOMO on Glad2Glow at Shopee," tackles a highly relevant topic in the evolving landscape of e-commerce and consumer psychology. By investigating the combined and individual effects of electronic word-of-mouth (E-WOM), hedonic shopping, sales promotion, and fear of missing out (FOMO) on impulse buying, the research provides timely insights into factors driving purchasing decisions on digital platforms. The clear focus on a specific product (Glad2Glow) and platform (Shopee) allows for a targeted examination of these influences, which is a strength of the study's design. Methodologically, the authors utilized a quantitative approach, surveying 333 students from Universitas Muhammadiyah Purwokerto and employing PLS-SEM for data analysis. The findings indicate that, simultaneously, all variables collectively impact impulse buying. However, the partial effects reveal an interesting divergence: E-WOM surprisingly showed no significant effect, challenging conventional understanding of online reviews' influence. In contrast, Hedonic Shopping, Sales Promotion, and FOMO all demonstrated positive and significant effects, leading the authors to conclude that emotional and situational factors are more dominant drivers of impulse buying in this context than informational online reviews. The research's aspiration to contribute to business actors in designing more effective digital marketing strategies is commendable. However, the generalizability of these findings might be limited by the specific sample (students from one university) and the focus on a single product brand. Future studies could benefit from a broader and more diverse demographic, as well as an exploration across different product categories and e-commerce platforms, to enhance external validity. Further qualitative research could also be valuable in delving deeper into why E-WOM did not exert a significant influence, offering richer contextual understanding for marketers.

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