Increasing Impulse Buying Customer Through Social Media Influencer: E-WOM, Testimonial, Flashsale as Stimulus

Shopee as a shopping platform with the most
traffic in Indonesia has various features that can
increase transactions due to the impact of
changes in consumer shopping patterns
including E-WOM and testimonials containing
after-purchase consumer reviews and flashale.
Therefore, the purpose of this study is to
analyze: the effect of E-WOM on SMI, the
effect of testimonials on SMI, the effect of
flashale on SMI, the effect of E-WOM on
impulse buying, the effect of testimonials on
impulse buying, the effect of flashsale on
impulse buying, the effect of SMI on impulse
buying, the effect of E-WOM on impulse
buying, the effect of Testimonial on impulse
buying, the effect of Flashsale on impulse
buying through SMI on the Shopee platform.
This study uses a quantitative approach and
SEM-PLS analysis. The population of this
research is all unlimited users of the Shopee
platform and a sample of 180 respondents. The
results of this study state that there is a
significant effect of E-WOM on SMI,
testimonials on SMI, flashsale on SMI, E-WOM
on impulse buying, testimonials on impulse
buying, and flashsale on impulse buying. SMI
on impulse buying and E-WOM, testimonials
and flashsale on impulse buying through SMI.
Keywords: E-WOM, Testimonial, Flashsale,
SMI, Impulse Buying