MARKETING STRATEGY TO DRIVE IMPULSE BUYING AND HEDONIC SHOPPING ON SHOPEE E-COMMERCE: A NEUROMARKETING-BASED APPROACH

MARKETING STRATEGY TO DRIVE IMPULSE BUYING AND HEDONIC SHOPPING ON SHOPEE E-COMMERCE: A NEUROMARKETING-BASED APPROACH

This article explores marketing strategies aimed at increasing impulse buying and hedonic shopping behavior on the e-commerce platform Shopee, using a neuromarketing approach. The article highlights the rapid growth of online shopping in Indonesia, especially among the younger demographic, and uses...

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Bibliographic Details
Main Authors: Ronald Fanggidae, Sanaji Sanaji, Raya Sulistyowati, Novi Sumbawati
Format: Article
Language:English
Published: Universitas Nusa Cendana 2025-07-01
Series:Journal of Management Small and Medium Enterprises (SME's)
Subjects:
Hedonic Shopping
Impulse Buying
Neuromarketing
Marketing Strategy
Online Access:https://ejurnal.undana.ac.id/index.php/JEM/article/view/22398
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