PENGALAMAN PENGGUNA, KEAMANAN TRANSAKSI, KEMUDAHAN PENGGUNAAN, KENYAMANAN, DAN PENGARUHNYA TERHADAP PERILAKU PEMBELIAN ONLINE SECARA IMPULSIF

In Indonesia, online shopping has become a trend and transactions have increased drastically, marked by the development of business players involved in the online marketplace industry, one of which is Lazada, which is the top marketplace in Indonesia. Lazada is an online product buying and selling application that offers a variety of products and uses the internet and social media as a forum for interactive two-way interactions with its users. Product bids, attractive prices and availability of information can lead to impulsive buying behavior. The impulse to buy impulsively is described as a complex, sudden, pleasant purchase and the decision-making process occurs instantaneously without thinking of any other considerations. This study has the main objective of identifying the effect of user experience, transaction security, ease of use, convenience on impulsive online buying behavior aimed at the Lazada marketplace. The population in this study are consumers who have made online purchases at Lazada. The sampling technique used is non-probability sampling, with a purposive sampling method with the following sample criteria: consumers who have made online Lazada purchases more than once, and aged over 17 years to 50 years. Respondents came from the city of Sidoarjo and totaled 120 people. Multiple linear regression analysis is an analytical tool used in this study. The t test is to prove the research hypothesis which previously carried out the reliability test. From the results of the analysis of the research results, it is found that experience, safety, convenience and comfort have a significant influence on impulsive buying behavior at Lazada. The experience variable is a variable that has a dominant effect. Keywords: experience, security, ease of use, enjoyment, impulsive buying behavior.

THE EFFECT of PROMOTION on IMPULSIVE BUYING with LIFESTYLE as a MODERATION VARIABLE on FASHION PRODUCTS in ONLINE SHOP SHOPEE

The purpose of this study was to explain the effect of promotion on impulsive buyers and to explain that people with high lifestyles often make impulse purchases. Sampling using incidental sampling technique, the number of respondents as many as 100 respondents. The data collection method used is the observation method and the questionnaire method. Analysis of the data used is a multiple linear regression analysis with moderating variables using the SPSS program. The results of the study prove that promotion has a direct effect on impulse buying and it is not proven that people with a high lifestyle are more likely to make impulsive purchases.

THE EFFECT of PROMOTION on IMPULSIVE BUYING with LIFESTYLE as a MODERATION VARIABLE on FASHION PRODUCTS in ONLINE SHOP SHOPEE

The purpose of this study was to explain the effect of promotion on impulsive buyers and to explain that people with high lifestyles often make impulse purchases. Sampling using incidental sampling technique, the number of respondents as many as 100 respondents. The data collection method used is the observation method and the questionnaire method. Analysis of the data used is a multiple linear regression analysis with moderating variables using the SPSS program. The results of the study prove that promotion has a direct effect on impulse buying and it is not proven that people with a high lifestyle are more likely to make impulsive purchases.

IMPULSIVE BUYING PADA FANS K-POP DI TWITTER

Salah satu fenomena yang muncul akibat dampak globalisasi adalah munculnya Korean Wave yang sudah akrab dirasakan sejak awal tahun 2000-an di Indonesia, hingga kini menciptakan budaya baru yang banyak memperdagangkan barang dagangan sebagai bentuk identitas untuk grup K-Pop. Dalam penelitian ini, kami mengeksplorasi hubungan antara pemujaan selebriti, regulasi diri dan pembelian impulsif pada pembelian merchandise oleh penggemar K-Pop yang telah menjadi budaya bagi komunitas penggemar selama satu dekade terakhir. Sampel penelitian ini adalah komunitas fansclub band K-Pop ‘Day6’ asal Solo, MyDaySolo dengan total 67 responden. Metode pengambilan sampel yang digunakan adalah purposive sampling dengan beberapa kriteria yang dibutuhkan. Penelitian ini dilakukan dengan pendekatan kuantitatif dengan menggunakan analisis regresi berganda. Hasil penelitian menunjukkan bahwa terdapat hubungan antara pemujaan selebriti, regulasi diri, dan pembelian impulsif yang ditunjukkan oleh hasil analisis regresi berganda yaitu F = 60,982 (p<0,05). Kata kunci: impulsive buying, celebrity worship, regulasi diri, penggemar K-Pop

Self-monitoring and Trust as Essential Factors on Impulsive Purchase of Hand Sanitizer Products in Indonesian COVID-19 Situation

This study was conducted to analyze how self-monitoring affects impulse buying of hand sanitizers during the COVID-19 pandemic, as well as investigating what self-monitoring factors affect impulse buying of hand sanitizers during the covid-19 pandemic. This study uses an independent variable, namely self-monitoring. The dependent variable is impulse buying with consumer trust as an intervention variable. This study uses a descriptive causal research method with a quantitative approach. Sampling technique used in research. We use a non-probability sampling technique with purposive sampling type, with a total of 100 respondents. The data analysis technique used descriptive analysis and multiple linear regression analysis. Based on the results of descriptive analysis, there is a mediating effect between the relationship between consumer confidence with impulsive buying decisions.

The Need for Uniqueness’s Impact Analysis on Impulsive Buying of Online Fashion Product with Prices as Intervening Variable

The objective of this study is to analyze the significance of the impact of the need for uniqueness on prices of online fashion products and impulsive buying of generations Y and Z. The research method used was causal quantitative. Data was collected through an online survey and analyzed using SEM-PLS through the SmartPLS application. The research sample is consumers who make unplanned purchases of online fashion products in one year. The findings show that the need for uniqueness has a significant positive impact on direct impulse buying and a significant positive impact on indirect impulse buying through price. Although the indirect impact is significant, the price of online fashion products does not mediate fully but partially. Generation Y and Z in Indonesia are not price sensitive. They are tolerant of the prices of original, unique, and rare fashion products in an effort to fulfill the need for uniqueness. This condition in turn triggers impulsive buying.

Pengaruh Sale Promotion dan Store Atmosphere terhadap Impulsive Buying dengan Positive Emotion sebagai Variable Intervening pada Konsumen Matahari Department Store Yogyakarta

There is knowledge about the analysis of the influence of sales store atmosphere and sales promotion on impulse buying and positive emotion in Matahari Department Store Yogyakarta. Non-probability sampling method and purposive sampling technique using Matahari Department Store consumers as many as 100 consumers as respondents. The questionnaire which is the instrument in this study was analyzed using SPSS 25. The researcher took the result that positive emotion was not positively influenced by sales promotion. Positive emotion is positively influenced by store atmosphere. Impulse buying is not positively influenced by sales promotion. Impulsive buying is also not positively influenced by the store atmosphere. Meanwhile, impulsive buying is significantly influenced by the positive emotion variable. Keywords: Sale Promotion, Store Atmosphere, Positive Emotion, Impulsive Buying

The Moderating Role of Anticipated Regret and Product Involvement on Online Impulsive Buying Behavior

Online impulsive buying behavior has drawn an increasing amount of attention from researchers and marketers as well; however, little research has explored how cognitive aspect and emotional aspect effect online impulsive buying together. The study examines the role of product involvement (cognitive aspect) and anticipated regret (emotional aspect) on the online impulsive buying behavior of the consumer. The results indicate that consumers who experienced downward anticipated regret showed more online impulsive buying behavior than those who experienced upward anticipated regret. Moreover, anticipated regret moderates the relationship between product involvement and online impulsive buying behavior, for participants who experienced downward anticipated regret showing more online impulsive buying behavior than those who experienced upward anticipated regret in the low product involvement group, but there is no differential between downward and upward anticipated regret in the high involvement product group. These findings suggest that anticipated regret helps consumers make more deliberative online shopping choices. The implications for both future research and online consumers are discussed.