Digital Persuasion in MSMEs: The Mediating Role of Positive e-WOM and Sales Promotion on the Link Between E-Commerce Quality and Impulse Buying

Rivaldi Arissaputra; Maisa Azizah Asmara; Nurul Aziz Pratiwi; Minhajuddin Minhajuddin; Tiara Felinda Amalia

doi:10.55227/ijhess.v5i1.1832

Authors

Rivaldi Arissaputra Universitas 'Aisyiyah Bandung
Maisa Azizah Asmara Internasional Trade Department, Faculty of Economics, Businesss, and Social Sciences, Universitas Aisyiyah Bandung
Nurul Aziz Pratiwi Internasional Trade Department, Faculty of Economics, Businesss, and Social Sciences, Universitas Aisyiyah Bandung
Minhajuddin Minhajuddin Internasional Trade Department, Faculty of Economics, Businesss, and Social Sciences, Universitas Aisyiyah Bandung
Tiara Felinda Amalia Internasional Trade Department, Faculty of Economics, Businesss, and Social Sciences, Universitas Aisyiyah Bandung

DOI:

https://doi.org/10.55227/ijhess.v5i1.1832

Keywords:

E-Commerce Quality, Positive e-WOM, Sales Promotion, Impulse Buying Behaviour, MSME

Abstract

This research investigates the intricate interplay among e-commerce quality, positive electronic word-of-mouth (e-WOM), sales promotions, and impulse buying behavior, focusing on Micro, Small, and Medium Enterprises (MSMEs) in West Java. Employing a quantitative research design with a survey approach, the study gathered responses from 343 individuals who had previously made impulsive online purchases of MSME products. The findings reveal that e-commerce quality does not directly influence impulse buying behavior. However, it exerts a significant indirect effect when mediated by sales promotions. In contrast, positive electronic word of mouth (e-WOM) does not function as a significant mediator in the relationship between e-commerce quality and impulse buying. These findings highlight the critical role of embedding well-planned promotional strategies within robust e-commerce platforms to trigger consumers’ impulse buying behavior. The study delivers actionable recommendations for MSMEs to optimize their digital marketing strategies and strengthen their position in the competitive regional e-commerce market.

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