Abstract:
Purpose The purpose of this study focus to discover the relations within e-store content,
e-store design, e-store navigation, shopping enjoyment, impulsiveness, browsing, impulse
buying behavior who have experienced bought in Tokopedia.
Design / Methodology / Approach This study used SEM (Structural Equation Model)
quantitative method to analyze the results. Researcher distributed questionnaire by online
to collect primary data. This research involved 202 Tokopedia users in Jakarta as the
respondent.
Findings The result shows that shopping enjoyment has a significant influence towards
impulsiveness. This study also found that shopping enjoyment has a significant influece
towards browsing. The last, this study underpinning that impulsiveness and browsing have
significant influences towards online impulse buying behavior.
Originality/Value This research gives better understanding knowledge the role of
atmospheric cues toward impulse buying behavior especially in online shopping focuses
on Tokopedia users currently living in Jakarta.
