Study of Online Impulsive Buying in Indonesia During Covid-19 Pandemic Outbreak

Abstract

E-commerce has swipe the new culture of marketing way in Indonesia. During the Covid-19 pandemic the intensity of the uses of marketplace canal is increasing dramatically. This research aims to know the effect of Website Quality, Electronic Word-of-Mouth and Sales Promotion on Impulsive Buying behaviors of Shopee consumers during the Covid-19 pandemic outbreak in Indonesia. The type of research used in this research was quantitative research. Data was collected through the online questionnaire. By surveying 445 respondents that had done online shopping on Shopee e-commerce during the Covid-19 pandemic this study adopt nonprobability sampling technique was used in this research with purposive sampling as a sampling method. Multiple Linear Regression with SPSS 21.0 For Windows was conducted to analyze the data collected from the online questionnaire. The findings revealed that Website Quality, Electronic Word-of-Mouth and Sales Promotion of Shopee significantly and positively affect public's Impulsive Buying in e-commerce Shopee during the Covid-19 Pandemic partially or simultaneously.

Influence of Consumer Characteristics and Situational Factors on Online Impulsive Buying of Fashion Products

“…Impulse buying is a concept that is broadly defined, which includes various forms of irrational buying behavior (Salim et al, 2021). Most impulse purchases are related to unplanned events and sudden purchases that occur somewhere and are accompanied by strong urges and feelings of joy and excitement (Lavuri et al, 2022).…”