The Influence of the Technology Acceptance Model (TAM) of the Shopee E-Commerce Platform Chatbot and Sales Promotion on Impulsive Buying (A Study of Make Over Cosmetic Users on Shopee in Jabodetabek
DOI:
https://doi.org/10.61963/jkt.v3i2.199Keywords:
Technology Acceptance Model, Sales Promotion, Impulsive Buying, Shopee Chatbot, Make Over CosmeticsAbstract
This study looks at how Sales Promotion and the Technology Acceptance Model (TAM) affect Shopee users' impulsive purchasing behavior. Multiple linear regression in SPSS was used to analyze data from 150 respondents using a quantitative approach. While the F-test indicates their combined influence, the t-test results indicate that both TAM and Sales Promotion have a positive and significant impact on impulsive buying. These factors account for 86.9% of the variation in impulsive purchases, according to an R2 value of 0.869, underscoring the significance of technology adoption and marketing tactics in e-commerce.
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