FAKTOR-FAKTOR YANG MEMPENGARUHI ONLINE IMPULS BUYING

FAKTOR-FAKTOR YANG MEMPENGARUHI ONLINE IMPULS BUYING

online impuls buying, flow state, product affect, product risk, social interaction.

This study aims to analyze the factors that influence online impulse buying. The population in this study are people who have shopped impulsively at various e-stores in Indonesia such as Shopee, Lazada, Bukalapak and Tokopedia. The research sample size is 325 respondents. Data was collected by distributing questionnaires through social media and analyzed using Partial Least Square (PLS) with SmartPLS software. The results show that flow state, product affect and social interaction have a positive influence on online impulse buying so that the pleasure felt by consumers when browsing e-stores, positive (emotional) responses to products and social interactions can encourage the online impulse buying. Meanwhile, product risk has no effect on impulse buying, so product risk will not be related to the occurrence of online impulse buying. Online businessmen can encourage impulse buying by presenting attractive e-stores and providing communication space for fellow consumers
through various media to be able to share information about products and shopping experiences.

Awisal Fasyni, Astra Prima Budiarti, Rizki Sri Lasmini

DOI:http:http://dx.doi.org/10.26418/jebik.v10i2.47796

Univ. Tanjungpura

29-08-2021

Sri Wahyuni

P-ISSN : 2087-9954, E-ISSN : 2550-0066

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Indonesian

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Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK) Univ. Tanjungpura 2021