The impact of sales promotion, convenience, and service quality on online shopping toward consumers buying decision: Case study of Lazada

Abstract

The purpose of this research was to study the impact of sales promotion, convenience, and service quality on online shopping toward consumers buying decision: case study of Lazada. Lazada Group is the Southeast Asia’s leading and fast-growing e-commerce platform which has the largest selection of brands and sellers. The researcher used the quantitative technique by using the questionnaire as the research tool and distributed the questionnaires to collect the data from the users of Lazada in Bangkok, Nonthaburi and Samutprakarn respondents in Thailand. The Multiple Regression was employed for hypothesis testing at 0.05 level of statistically significance. The results were found that all the independent variables, sales promotion, convenience and service quality had the impact on consumers buying decision of Lazada online shopping.