FACTORS AFFECTING CONSUMERS’ IMPULSIVE BUYING BEHAVIOR ON MARKETPLACE

• Main Author: Pramesita Arifin, Ilena
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67085
• Institution: Institut Teknologi Bandung

The development of technology has changed consumer behavior in shopping where consumers spend more time shopping online through marketplace. A lot of marketplace users indicate that online behavior is increasing promote the tendency to surge an impulse buying practice. This practice does happen a lot in various marketplaces, but the cause of this phenomenon is still certainly unknown. Therefore, this study aims to determine factors that can influence impulse buying in the marketplace, both internal and external factors: sales promotion. This research will be conducted using quantitative methods with online surveys. The survey collected 200 respondents from generation Y women who came from Jakarta. The data were analyzed by multiple regression method using the SPSS 25 application. This study shows that five of the eleven hypotheses are accepted and significantly influence impulsive buying behavior whereas sales promotions, internal personality trait extraversion, impulsive buying tendency, and materialism have a positive and consequential relationship with impulsive buying behavior. However, the personality trait agreeableness has an inverse connection where the lower the level of agreeableness, the higher chance of consumers make impulsive buying. With the results obtained, this study can help the marketplace and/or sellers in the marketplace to create marketing strategies and increase sales.