Abstract:This study uses AGI shopping motivation as the independent variable, impulse buying as the dependent variable and internet browsing as the mediating variable. The data used is primary data obtained through distributing questionnaires using Google Form with data obtained as many as 320 respondents. Purposive sampling is a sampling technique used in this study, by taking consumers who have done online shopping at least six times in one year. The method used in data processing is a structural equation model (SEM)… Show more
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