Product Impulsive Buying on Online Shops

Purpose: This research is aimed at assisting academics and business professionals in creating and implementing online marketing strategies to increase sales turnover through consumers' impulsive buying behavior to consider the factors of internet addiction, browsing and hedonistic lifestyles i...

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Main Authors: Yudith Febrianty Lerrick, Melvin Krisdiana Djami Rane, Jofret Umbu Soru Peku Djawang
Format: Article
Language:English
Published: LPPM of Narotama University Surabaya 2023-03-01
Series:IJEBD (International Journal of Entrepreneurship and Business Development)
Subjects:
Online Access:https://jurnal.narotama.ac.id/index.php/ijebd/article/view/2147
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author Yudith Febrianty Lerrick
Melvin Krisdiana Djami Rane
Jofret Umbu Soru Peku Djawang
author_facet Yudith Febrianty Lerrick
Melvin Krisdiana Djami Rane
Jofret Umbu Soru Peku Djawang
author_sort Yudith Febrianty Lerrick
collection DOAJ
description Purpose: This research is aimed at assisting academics and business professionals in creating and implementing online marketing strategies to increase sales turnover through consumers' impulsive buying behavior to consider the factors of internet addiction, browsing and hedonistic lifestyles in planning and implementing online marketing. Design/methodology/approach: This research employed quantitative analysis utilizing data analysis approaches based on structural equation modeling (SEM) and a Likert scale for the measurement. Findings: The results of the analysis of the direct effect indicate that the internet addiction and browsing variables have a significant and positive effect on the hedonistic lifestyle. Furthermore, browsing has a significant and positive effect on the impulsive buying, whereas the internet addiction and hedonistic lifestyle variables have no significant effect and are positive with regard to product impulsive purchasing on online shops by the residents of Kupang City. Practical Implications: Impulsive online buying behavior is a substantial market potential for MSMEs in Kupang City to market or promote their products using highly effective and efficient online shop media. Originality/value: This paper is genuine Paper type: research paper
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language English
last_indexed 2024-04-09T17:52:08Z
publishDate 2023-03-01
publisher LPPM of Narotama University Surabaya
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series IJEBD (International Journal of Entrepreneurship and Business Development)
spelling doaj.art-0ae3a5c962b0406f847b852baa10f97d2023-04-15T15:39:36ZengLPPM of Narotama University SurabayaIJEBD (International Journal of Entrepreneurship and Business Development)2597-47502597-47852023-03-016210.29138/ijebd.v6i2.2147Product Impulsive Buying on Online ShopsYudith Febrianty Lerrick0Melvin Krisdiana Djami Rane1Jofret Umbu Soru Peku Djawang2Artha Wacana Christian UniversityArtha Wacana Christian UniversityArtha Wacana Christian University Purpose: This research is aimed at assisting academics and business professionals in creating and implementing online marketing strategies to increase sales turnover through consumers' impulsive buying behavior to consider the factors of internet addiction, browsing and hedonistic lifestyles in planning and implementing online marketing. Design/methodology/approach: This research employed quantitative analysis utilizing data analysis approaches based on structural equation modeling (SEM) and a Likert scale for the measurement. Findings: The results of the analysis of the direct effect indicate that the internet addiction and browsing variables have a significant and positive effect on the hedonistic lifestyle. Furthermore, browsing has a significant and positive effect on the impulsive buying, whereas the internet addiction and hedonistic lifestyle variables have no significant effect and are positive with regard to product impulsive purchasing on online shops by the residents of Kupang City. Practical Implications: Impulsive online buying behavior is a substantial market potential for MSMEs in Kupang City to market or promote their products using highly effective and efficient online shop media. Originality/value: This paper is genuine Paper type: research paper https://jurnal.narotama.ac.id/index.php/ijebd/article/view/2147Buying on Online Shops
spellingShingle Yudith Febrianty Lerrick
Melvin Krisdiana Djami Rane
Jofret Umbu Soru Peku Djawang
Product Impulsive Buying on Online Shops
IJEBD (International Journal of Entrepreneurship and Business Development)
Buying on Online Shops
title Product Impulsive Buying on Online Shops
title_full Product Impulsive Buying on Online Shops
title_fullStr Product Impulsive Buying on Online Shops
title_full_unstemmed Product Impulsive Buying on Online Shops
title_short Product Impulsive Buying on Online Shops
title_sort product impulsive buying on online shops
topic Buying on Online Shops
url https://jurnal.narotama.ac.id/index.php/ijebd/article/view/2147
work_keys_str_mv AT yudithfebriantylerrick productimpulsivebuyingononlineshops
AT melvinkrisdianadjamirane productimpulsivebuyingononlineshops
AT jofretumbusorupekudjawang productimpulsivebuyingononlineshops