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"Pembelian impulsif sebagai salah satu tipe pembelian sudah menjadi bagian dari perilaku konsumen Indonesia masa kini. Faktor faktor intrinsik maupun ekstrinsik sudah sejak lama dianalisis dan diuji sebagai indikator terbentuknya perilaku impulsif. Tujuan penelitian ini adalah untuk menguji pengaruh kelima faktor intrinsik yaitu kepribadian budaya shopping enjoyment tendency materialism dan impulsive buying tendency terhadap pembelian impulsif. Penelitian ini merupakan penelitian dengan desain kuantitatif yakni konklusif deskriptif dan cross sectional design Metode pengumpulan data melalui survey dengan menyebar 220 kuesioner kepada responden yang pernah melakukan pembelian impulsif produk pakaian dalam 3 bulan terakhir Hasil penelitian menunjukkan bahwa kepribadian Extraversion kepribadian Agreeableness kepribadian Neuroticism budaya Individualism Materialism dan Impulsive Buying Tendency memiliki pengaruh positif terhadap pembelian impulsif produk pakaian pada mahasiswa UI.

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Impulsive buying as one of the purchase type has been a part of Indonesia consumer Intrinsic and extrinsic factors have been analyzed and tested for many previous studies as an indicator of how an impulsive behavior established. The goal of this study is to examine the effect of five intrinsic factors namely personality culture materialism shopping enjoyment tendency and impulsive buying tendency on impulsive buying behaviour. This study is designed with consclusive descriptive design and survey method Data is collected by distributing 220 questionairre to those who have made a clothes impulsive buying on the last 3 months The findings of the study confirmed that the three personality constructs the cultural construct of Individualism shopping enjoyment tendency and materialism show a significant impact on impulsive buying among the students of University of Indonesia."

"Promosi penjualan flash sale yang menerapkan scarcity marketing berupa keterbatasan kuantitas produk dan kuantitas waktu semakin marak di e-commerce dan mendorong konsumen melakukan pembelian impulsif. Apalagi konsumen perempuan cenderung mudah terpengaruh pembelian impulsif pada produk hedonis. Dihipotesiskan bahwa scarcity marketing berupa keterbatasan kuantitas stok dan keterbatasan waktu pada produk hedonis saat flash sale memengaruhi perilaku pembelian impulsif khususnya pada konsumen perempuan dan terdapat interaksi antara stok terbatas dan waktu terbatas terhadap perilaku pembelian impulsif. Untuk menguji hipotesis ini, sebuah eksperimen dengan desain penelitian 2x2 faktorial dilakukan. Terdapat 214 responden perempuan yang berusia 17-33 tahun terlibat dalam penelitian ini. Hasil analisis dengan faktorial ANOVA menemukan bahwa keterbatasan kuantitas stok (F(1, 210) = 0.32, p = 0.57) dan keterbatasan waktu (F(1, 210) = 1.76, p = 0.18) pada produk hedonis serta interaksi keduanya (F(1, 210) = 0.17, p = 0.68) tidak memengaruhi pembelian impulsif pada konsumen perempuan.

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Promotional flash sales that apply scarcity marketing in the form of limited product quantities and limited time periods are becoming more prevalent in e-commerce, driving consumers to make impulsive purchases. Especially, female consumers tend to be more influenced by impulsive purchases for hedonic products. It was hypothesized that scarcity marketing in the form of limited stock quantities and limited time during flash sales for hedonic products would influence impulsive buying behavior, particularly among female consumers, and that there would be an interaction between limited stock and limited time on impulsive buying behavior. To test this hypothesis, a 2x2 factorial experimental research design was conducted. A total of 214 female respondents aged 17-33 years were involved in this study. The results of the factorial ANOVA analysis found that limited stock quantities (F(1, 210) = 0.32, p = 0.57) and limited time (F(1, 210) = 1.76, p = 0.18) for hedonic products, as well as the interaction between the two (F(1, 210) = 0.17, p = 0.68), did not affect impulsive purchasing behavior among female consumers."