Abstract:
Internet user in Indonesia is growing exponentially and with this digitization, all business organization is trying to adapt to it. Online shopping is becoming a trend in Indonesia more than 50% of Indonesian who use the internet are buying a product through online shopping. With this rapid growth in online shopping, there is an opportunity to study impulsive buying behavior of the buyer in online shopping. In this research, studies about various factors like hedonic motivation, website quality, Trust, situational factor and variety seeking and their effect on buyer decision of customers on Fave app or website and how this factors triggers urge for impulsive buying of customers. This factor are used to identify the new dominant factor that can be built from this research. This research was carried out on 150 Fave app and website user to study their impulsive buying behavior. This research will use a quantitative method, and use online questionnaire to collect the data. SPSS 24.0 software is used to do the factor analysis for find out the dominant factor. The result of the analysis shows that there is four new dominant factor that can be construct by this research, perceived reputation, positive emotion, enjoyment factor and availability, which perceived reputation as the most dominant factor.
