Faktor Yang Mempengaruhi Terjadinya Impulsive Buying Dalam Berbelanja Online Di Shopee

Abstrak

This study aims to identify and analyze the factors that influence impulsive buying in online shopping at Shopee, one of the largest e-commerce platforms in Indonesia. The research method used is a quantitative method with a survey approach. Data were collected through questionnaires distributed to consumers who actively shop at Shopee. Respondents were asked to provide an assessment of various factors that are considered to influence impulsive buying. Data analysis was carried out using multiple regression analysis techniques to determine the extent to which each factor influences impulsive buying. The results of this study are expected to provide deeper insight into the dynamics of consumer behavior in online shopping. These findings can also be a basis for e-commerce managers to design more effective marketing strategies that are in accordance with the characteristics of consumers who shop impulsively, by paying more attention to psychological, social, technological, and promotional factors, in order to minimize the negative impacts of impulsive buying and increase consumer loyalty.