ANALISIS IMPULSE BUYING DALAM BERBELANJA ONLINE (Studi Pada Mahasiswa STIE Gentiaras Bandar Lampung)

Yunada Arpan; Stephani Dwi Lingga Ambarwati

Yunada Arpan Sekolah Tinggi Ilmu Ekonomi Gentiaras Bandar Lampung
Stephani Dwi Lingga Ambarwati Sekolah Tinggi Ilmu Ekonomi Gentiaras Bandar Lampung

Keywords: internal faktors, external faktors, impluse buying online shopping

Abstract

Impulse buying is an irrational purchase and is associated with quick and unplanned purchases,
followed by a conflict of thoughts and emotional impulses. Impulse buying does not only happen in
offline purchases (in-store), but can also occur when consumers do shopping online. This study aims to
determine the internal faktors and external faktors to impulse buying in online shopping. The subjects of
this study were STIE Gentiaras Bandar Lampung students who had done impulse buying during online
shopping.
The results of this study are internal faktors and external faktors together - positive to impulse
buying in online shopping. The comparison of online purchase cost is insignificant and insignificant to
the impulse buying variable in online shopping. The definition of determination test (R2) shows the
determination of 69.2%.


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