FACTORS INFLUENCING ONLINE IMPULSE BUYING BEHAVIOR ON SOCIAL COMMERCE: A CASE OF GREATER JAKARTA IN INDONESIA
Kata Kunci:
atmospheric cues, online shopping enjoyment, impulsiveness buying behavior, social commerceAbstrak
Penelitian ini meneliti hubungan antara indikator kenikmatan berbelanja terhadap perilaku pembelian impulsif di social commere. Data primer dikumpulkan dengan menyebarkan kuesioner secara daring. Penelitian ini melibatkan 202 pengguna social commerce dari area Jabodetabek sebagai responden. Analisa data menggunakan Structural Equation Modeling (SEM). Temuan penelitian menunjukkan bahwa kesenangan berbelanja secara substansial memengaruhi perilaku pembelian impulsif. Variabel mediasi impulsivitas dan aktivitas browsing menunjukkan pengaruh yang signifikan. Penelitian ini meningkatkan pemahaman tentang pengaruh kesenangan berbelanja terhadap perilaku pembelian impulsif secara daring, khususnya di antara pengguna social commerce.
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