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

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.