Analysis of The Effect of Impulsive Purchase and Service Quality on Customer Satisfaction and Loyalty in Beauty E-Commerce

In order to provide satisfactory service quality for customers to encourage customer loyalty, it is not yet clear whether impulse buying and service quality can create customer satisfaction and loyalty in beauty e-commerce, so further research is required. This study aimed to discover how respondents evaluate impulsive purchases, service quality, customer satisfaction, and loyalty in beauty e-commerce. This study examined the effect of impulse buying on customer satisfaction, the effect of service quality on customer satisfaction, and determined the effect of customer satisfaction on customer loyalty in beauty e-commerce. This study falls under the category of quantitative research, using primary data obtained through surveys distributed through a Google form. The samples used in this study were 300 respondents. The data analysis technique in this study utilized SEM analysis techniques with SmartPLS. The results showed that all the hypothesized links were significant and positive except for the effect of impulse buying on customer satisfaction, which was negative. There was a positive and significant effect between service quality on customer satisfaction. Moreover, there was a positive and significant effect between customer satisfaction and customer loyalty. Suggestions from this research are to improve the quality of service, and beauty e-commerce must continue to improve the quality of its website, especially pay more attention to regulations regarding compensation for customers in order to encourage customer satisfaction.