September 5, 2025Journal of Management Small and Medium Enterprises (SMEs)Open Access

Marketing Strategy to Drive Impulse Buying and Hedonic Shopping on Shopee E-Commerce: A Neuromarketing-Based Approach

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Authors

RFRonald P C Fanggidae SSSanaji Sanaji RSRaya SulistyowatiState University of Semarang

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Implication

This article explores how neuromarketing influences impulse buying and hedonic shopping on Shopee, suggesting marketers can harness emotional responses and sensory stimuli.

Key Points

Emotional responses and sensory stimuli significantly increase impulse buying on Shopee.
Key factors like attractive promotions and product variety drive hedonic shopping behavior.
The Zaltman Metaphor Elicitation Technique helped unveil consumer motivations and perceptions.
Marketers can create effective strategies to boost sales, although the study had limitations in sample size.

Cite This Study

Fanggidae et al. (2025) studied this question.

synapsesocial.com/papers/68c23a2cb210217d6477ee77 https://doi.org/10.35508/jom.v18i2.22398

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Implication

This article explores how neuromarketing influences impulse buying and hedonic shopping on Shopee, suggesting marketers can harness emotional responses and sensory stimuli.

Marketing Strategy to Drive Impulse Buying and Hedonic Shopping on Shopee E-Commerce: A Neuromarketing-Based Approach

Discussion

Member takes

Implication

Key Points

Cite This Study

Marketing Strategy to Drive Impulse Buying and Hedonic Shopping on Shopee E-Commerce: A Neuromarketing-Based Approach

Discussion

Member takes

Implication

Key Points

Cite This Study

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Also Consider