Analysis of Factors Contributing to Impulse Buying Behavior of E-Commerce Users

Ronaldo Yolanda Putra; Syifa Nurul Fadillah; Annisa Afifah Nugroho; Ifta Firdausa Nuzula

doi:10.56741/jmsd.v1i01.43

Authors

Ronaldo Yolanda Putra
yolandaronaldo7@gmail.com
Universitas Sebelas Maret
Syifa Nurul Fadillah Universitas Sebelas Maret
Annisa Afifah Nugroho Universitas Sebelas Maret
Ifta Firdausa Nuzula Universitas Sebelas Maret

DOI:

https://doi.org/10.56741/jmsd.v1i01.43

Keywords:

Consumer Behavior, Impulse Buying, E-commerce

Abstract

Ease of accessing the internet and information technology triggers impulsive buying behavior through increased accessibility to products and services that facilitate the buying process. Through internet facilities by browsing, consumers can feel like window shopping in a mall. This study focuses on the Java-Bali area which is a strategic location in access to products. Data were collected from 273 respondents of E-commerce users using a survey method. Structural Equation Modeling (SEM) modeling technique with SmartPLS 3.0 software. The results show that e-commerce browsing and the big five models have a significant effect on urge to purchase and impulse purchase. E-commerce usage intensity and urge to purchase have no effect on impulse purchases and the results of the mediation role test of urge to purchase have no effect on e-commerce browsing, e-commerce usage intensity, and the big five model on impulse purchases.

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Author Biographies

Ronaldo Yolanda Putra, Universitas Sebelas Maret

Ronaldo Yolanda Putra is a Fresh Graduate of the Master of Management Study Program at Sebelas Maret University in 2022. His research interests are Consumer Behavior and Strategic Marketing. (email: yolandaronaldo7@gmail.com).

Syifa Nurul Fadillah, Universitas Sebelas Maret

Syifa Nurul Fadillah is an employee at Telkom Indonesia, the largest state-owned enterprise engaged in the telecommunications industry in Indonesia. She often works as a business analyst in a branch of a company in the city of Cirebon, West Java. Her research interests are Program and Project Management and Marketing Strategy. (email: syifanurulfd@student.uns.ac.id).

Annisa Afifah Nugroho, Universitas Sebelas Maret

Annisa Afifah Nugroho is a graduate student at Universitas Sebelas Maret. Her research interests are Marketing Strategy, Sustainable Marketing, and Strategic Management. (email: annisaafifahnugroho@student.uns.ac.id).

Ifta Firdausa Nuzula, Universitas Sebelas Maret

Ifta Firdausa Nuzula is a young researcher. She has published several articles in reputable international journals. Ifta is also a member of the Indonesian Institute of Science and Technology. She is also an editor in Jurnal Genesis Indonesia. She got a scholarship for her study from the Ministry of Education and Culture during her undergraduate study and the BARISTA Program from the National Research and Innovation Agency of Indonesia for her graduate study. (email: iftafirdausan@gmail.com).

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