THE ANALYSIS FACTORS INFLUENCING IN ONLINE IMPULSE BUYING BEHAVIOR IN TOKOPEDIA: A CASE OF JAKARTA

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.