Abstract:
Purpose – This study empirically examines the effect of digital marketing on impulse buying with the experience of hedonic shopping values and the income results of SME actors as mediators.
Methodology/approach – This study uses Partial Least Square (PLS) to analyze the data. Data were collected from customers who often shop at food and clothing SMEs as the population of this study. The sample is 200 visitors in Bukittinggi City, the result of non-probability sampling usin… Show more
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