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"Perkembangan teknologi yang begitu pesat saat ini, telah memunculkan berbagai peluang baru dalam bisnis, salah satunya e-commerce. Saat ini di Indonesia jual beli secara online terus mengalami peningkatan, khususnya dilakukan melalui empat marketplace besar Indonesia (Shopee, Tokopedia, Lazada dan Bukalapak). Proses pembelian online tidak terlepas dari adanya pembelian impulsif yang dipengaruhi oleh stimulus internal dan eksternal. Penelitian ini bertujuan untuk mengetahui pengaruh rangsangan internal dan ekternal terhadap pembelian impulsif. Untuk memperoleh data, dilakukan online survei terhadap lebih dari 500 responden. Selanjutnya data diolah menggunakan aplikasi Smart PLS yang merupakan analisis SEM berbasis varians dengan tujuan pada pengujian teori model yang menitikberatkan pada studi prediksi. Studi ini menemukan bahwa trust propensity, willingness to buy, self-confidence, variety of selection, interpersonal influence, dan brand ambassador berpengaruh secara langsung pada perilaku pembelian impulsif. Mengingat hanya sedikit penelitian yang membahas topik ini, khususnya di Indonesia, maka hasil penelitian ini diharapkan dapat memberikan wawasan baru tentang perilaku pembelian impulsif secara online dan juga dapat berkontribusi pada industri e-commerce Indonesia.

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The rapid development of technology today, has given rise to various new opportunities in business, one of which is e-commerce. Currently in Indonesia buying and selling online continues to increase, especially through four major Indonesian marketplaces (Shopee, Tokopedia, Lazada and Bukalapak). The online buying process is inseparable from impulse purchases that are influenced by internal and external stimuli. This study aims to determine the effect of internal and external stimuli on impulse buying. To obtain the data, an online survey of more than 500 respondents was conducted. Furthermore, the data is processed using the Smart PLS application which is a variance-based SEM analysis with the aim of testing model theory that focuses on prediction studies. The study found that trust propensity, willingness to buy, self-confidence, variety of selection, interpersonal influence, and brand ambassadors have a direct effect on impulse buying behaviour. Given that only a few studies discuss this topic, especially in Indonesia, the results of this study are expected to provide new insights into impulse buying behaviour online and can also contribute to Indonesia's e-commerce industry."

"[ABSTRAKPromosi penjualan biasanya digunakan oleh perusahaan untuk merangsang perilaku pembelian konsumen terhadap produk atau jasa. Tujuan penelitian ini adalah untuk menjelaskan bagaimana pengaruh promosi penjualan dalam bentuk online discount pricing terhadap online impulse buying pada produk fashion di Lazada. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 orang konsumen dengan syarat telah mengakses situs dan membeli produk fashion tanpa perencanaan sebelumnya di Lazada dengan menggunakan metode non-probability sampling serta teknik purposive. Instrumen penelitian ini menggunakan kuisioner dan dianalisis menggunakan simple regression. Hasil dari penelitian ini menunjukkan bahwa promosi penjualan dalam bentuk online discount pricing memiliki pengaruh yang signifikan terhadap online impulse buying. Promosi penjualan dalam bentuk online discount pricing mempengaruhi online impulse buying sebesar 28.5% dan sisanya sebesar 71.5% dipengaruhi oleh faktor lainABSTRACTSales promotion are generally used by companies to stimulate consumer buying behavior of a product or service. The objective of this research is to analyze how the effect of sales promotion in the form of online discount pricing toward online impulse buying on fashion product in Lazada. This research applied quantitative approach. The sample of this research are 100 fashion products consumers in Lazada provided that have purchased a product without prior planning and collected using non-probability sampling with purposive technique. This research used questionnaire as research instrument and analyzed with simple regression. The result of this research indicate that sales promotion in the form of online discount pricing have a significant effect toward online impulse buying. Sales promotion in the form online discount pricing effect online impulse buying equal to 28.5% an residue equal to 71.5% effected by some other factors. ;Sales promotion are generally used by companies to stimulate consumer buying behavior of a product or service. The objective of this research is to analyze how the effect of sales promotion in the form of online discount pricing toward online impulse buying on fashion product in Lazada. This research applied quantitative approach. The sample of this research are 100 fashion products consumers in Lazada provided that have purchased a product without prior planning and collected using non-probability sampling with purposive technique. This research used questionnaire as research instrument and analyzed with simple regression. The result of this research indicate that sales promotion in the form of online discount pricing have a significant effect toward online impulse buying. Sales promotion in the form online discount pricing effect online impulse buying equal to 28.5% an residue equal to 71.5% effected by some other factors. , Sales promotion are generally used by companies to stimulate consumer buying behavior of a product or service. The objective of this research is to analyze how the effect of sales promotion in the form of online discount pricing toward online impulse buying on fashion product in Lazada. This research applied quantitative approach. The sample of this research are 100 fashion products consumers in Lazada provided that have purchased a product without prior planning and collected using non-probability sampling with purposive technique. This research used questionnaire as research instrument and analyzed with simple regression. The result of this research indicate that sales promotion in the form of online discount pricing have a significant effect toward online impulse buying. Sales promotion in the form online discount pricing effect online impulse buying equal to 28.5% an residue equal to 71.5% effected by some other factors. ]"

"Tujuan dari penelitian ini adalah untuk menganalisa pada konsumen online di Indonesia apakah motivasi hedonik yang terdiri dari adventure, idea, value, social dan relaxation memiliki signifikansi terhadap kecendrungan pembelian impulsif pada konsumen yang melakukan pembelian online, dan juga menemukan dimensi apa dari motivasi hedonik tersebut yang memiliki signifikansi paling besar terhadap kecendrungan pembelian impulsif online. Yang dalam pengumpulan datanya dilakukan penyebaran kuesioner dan dari total 169 sampel kemudian diuji lewat regresi berganda untuk ditemukan signifikansinya. Dan hasil yang didapat adalah bahwa motivasi adventure, idea, value dan relaxation mempunyai nilai signifikansi positif terhadap online impulse buying tendency, dan ditemukan juga bahwa motivasi social tidak memiliki pengaruh signifikansi apapun terhadap online impulse buying tendency.

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The purpose of this research is to explore whether hedonic motivations which consist of adventure, idea, value, social and relaxation of Indonesia consumers have any significant impact on their online impulse buying tendency. And also to find which dimentions of those hedonic motivations that have strongest effect on online impulse buying tendency. An online survey was conducted and from the 169 sampe received, multiple regression method was conducted to test the data sample. And the finding confirm that adventure, idea, value, and relaxation motivation has positive impact on online impulse buying tendency. While social motivation has no significance on online impulse buying tendency."

"Masifnya penetrasi internet telah mengubah perilaku konsumen dari berbelanja melalui store fisik menjadi belanja online. Sebagian besar konsumen menunjukkan perilaku online impulse buying atau pembelian secara spontan tanpa adanya perencanaan saat berbelanja online. Perilaku impulse buying dapat terjadi karena adanya stimulus, seperti website quality, sales promotion, dan online payment use. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh website quality terhadap online impulse buying yang dimoderasi dengan sales promotion dan online payment use pada konsumen produk kecantikan dan perawatan di Kanal LazMall Lazada pada wilayah Jakarta. Penelitian menggunakan pendekatan kuantitatif melalui teknik purposive sampling pada 165 responden yang didapatkan melalui online questionnaire. Hasil penelitian menunjukkan bahwa website quality berpengaruh secara signifikan terhadap online impulse buying. Namun, tidak terdapat pengaruh signifikan pada sales promotion dan online payment use terhadap online impulse buying. Selanjutnya, sales promotion dan online payment use tidak memoderasi hubungan antara website quality dan online impulse buying.

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The massive penetration of the internet has changed consumer behavior from shopping through physical stores to online shopping. Most consumers show impulse buying online behavior or buy certain products spontaneously without careful consideration when shopping online. Impulse buying behavior can occur due to stimuli, such as website quality, sales promotion, and online payment use. Therefore, this study aims to analyze the effect of website quality on online impulse buying moderated by sales promotion and online payment use for consumers of beauty and personal care products in the LazMall Channel Lazada in the Jakarta area. The study used a quantitative approach through purposive sampling technique on 165 respondents, who were obtained through an online questionnaire. The results showed that website quality had a significant effect on online impulse buying. However, there is no significant effect on sales promotion and online payment use on online impulse buying. Furthermore, sales promotion and online payment use do not moderate the relationship between website quality and online impulse buying."

"Perkembangan Internet dan perangkat telepon pintar secara langsung dapat mempengaruhi masyarakat dalam menggunakan media sosial. Peningkatan pengguna media sosial dapat dimanfaatkan oleh Usaha Mikro Kecil dan Menengah (UMKM). Instagram sebagai platform komplementer dari e-marketplace berpeluang besar dalam meningkatkan pendapatan UMKM. Pada kenyataannya, di Indonesia Instagram for Business belum secara efektif digunakan oleh UMKM. Penelitian ini membangun model adopsi Instagram for Business berdasarkan model Stimulus-Organism-Response (S-O-R) oleh UMKM. Metodologi penelitian menggunakan kuantitatif dan kualitatif (mixed methods), data kuantitatif dikumpulkan melalui kuesioner kepada UMKM dan pembelinya di Instagram. Data kualitatif diperoleh melalui wawancara dengan dengan beberapa UMKM. Model S-O-R digunakan pada penelitian sebelumnya mengenai impulse buying di Facebook. Pada penelitian ini model S-O-R dikembangkan untuk menganalisis response dari stimulus, berupa impulse buying, kepada UMKM dan pembelinya, yang dianggap sebagai organism. Data responden yang terkumpul diolah menggunakan SmartPLS 3. Hasil dari pengujian model S-O-R menunjukkan bahwa respon impulse buying dari sudut pandang UMKM hanya dipengaruhi oleh stimulus yang memiliki pengaruh positif secara langsung pada perceived usefulness yaitu product availability, ease of use, visual appeal dan advertisement content yang berdampak pada adopsi serta impulse buying. Apabila dari sudut pandang pembeli, keseluruhan stimulus tersebut memiliki pengaruh positif terhadap perceived usefulness dan perceived enjoyment yang mengestimasi respon perilaku impulsif dari pembeli.

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The development of the Internet and smartphone devices can directly influence the public in using social media. Increased social media users can be utilized by Micro, Small and Medium Enterprises (MSMEs). Instagram as a complementary platform of e-marketplace has a great opportunity to increase MSME income. But in reality, MSMEs in Indonesia have not used Instagram for Business effectively. This study builds an Instagram for Business adoption model based on the Stimulus-Organism-Response (S-O-R) model by MSMEs. The research methodology uses quantitative and qualitative methods (mixed methods), quantitative data collected through questionnaires to MSMEs and buyers on Instagram. While qualitative data is obtained through interviews with several MSMEs. The S-O-R model was used in previous studies regarding impulse buying on Facebook. In this study the S-O-R model was developed to analyze responses from stimulus, in the form of impulse buying, to MSMEs and buyers, which are considered as organisms. The collected respondents' data were processed using SmartPLS 3. The results of the SOR model testing showed that the impulse buying response from the perspective of MSMEs was only influenced by stimuli that had a direct positive influence on perceived usefulness, namely product availability, ease of use, visual appeal and advertisement content have an impact on adoption and impulse buying. Whereas from the buyer's point of view, the overall stimulus has a positive influence on perceived usefulness and perceived enjoyment. Thus causing a response to impulsive behavior from buyers."

"Pembelian secara online merupakan sebuah terobosan dalam era digitalisasi dunia pemasaran. Berbeda dengan etalase fisik, belanja di internet merupakan cara baru untuk berbelanja. Internet telah menjadi sarana penting untuk melaksanakan transaksi komersial. Salah satu industri yang mengalami banyak perubahan akibat munculnya perdagangan secara online yaitu pariwisata. Dengan adanya digitalisasi tiket menjadi e-ticket, sebuah efisiensi menjadi sangat signifikan. Penelitian ini bertujuan untuk mengetahui dan menguji secara empiris bagaimana hubungan kepribadian website web personality yang terdiri dari lima indikator yaitu solidity, enthusiasm, genuineness, sophistication, unpleasantness terhadap perilaku pembelian impulsif online secara langsung, dan dengan di mediasi oleh perilaku penelusuran web yang utilitarian dan hedonik terhadap perilaku pembelian impulsif secara online pada produk pariwisata oleh masyarakat Jakarta dan sekitarnya. Pengumpulan data dilakukan dengan kuesioner disebarkan menggunakan teknik snowball sampling dengan menggunakan googleforms. Kuesioner dibuat secara online pada link berikut: www.bitly.com/risettraveloka. Kemudian tautan kuesioner ini disebarkan melalui berbagai aplikasi instant messaging seperti LINE, WhatsApp, dan Instagram Message. Total kuesioner yang tersebar dan terkumpul adalah sejumlah 272 dengan jumlah responden yang lolos dalam kualifikasi sejumlah 254 responden. Sampel penelitian yang telah terkumpul sebanyak 254 tersebut merupakan representatif dari pembeli produk pariwisata secara online khususnya melalui situs web www.traveloka.com yang berdomisili di Jakarta, Bogor, Depok, Tangerang dan Bekasi sesuai dengan cakupan wilayah yang ingin diteliti dan terdiri dari jenis kelamin pria sebanyak 81 31,9 dan wanita sebanyak 183 68,1. Metode statistik menggunakan Structural Equation Model dengan software AMOS 20.0. Hasil dari penelitian ini menunjukkan bahwa seluruh hipotesis diterima dan berpengaruh signifikan, hal ini sejalan dengan penelitian sebelumnya yang dilakukan oleh Rezai et al.

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Online purchase transaction is a breakthrough in the era of digitalization of the marketing world. In contrast to the physical storefront, shopping on the internet is a new way to shop. The internet has become an important means to carry out commercial transactions. One of the industries that experienced many changes due to the emergence of online trading is tourism. With the digitization of tickets into e ticket, an efficiency becomes very significant. This study aims to know and test empirically how the relationship personality website web personality which consists of five indicators of solidity, enthusiasm, genuineness, sophistication, unpleasantness of online impulsive buying behavior directly, and by mediation by utilitarian web search behavior and hedonic to the impulsive buying behavior online in tourism products by the people of Jakarta and surrounding areas. The data were collected using questionnaires distributed using snowball sampling technique using googleforms. Questionnaires are made online at the following link www.bitly.com risettraveloka. Then the questionnaire link is disseminated through various instant messaging applications like LINE, WhatsApp, and Instagram Message. Total questionnaires that are scattered and collected are a number of 272 with the number of respondents who qualified in a number of 254 respondents. The sample of research that has been collected as many as 254 is representative of the buyers of tourism products online, especially through the website www.traveloka.com domiciled in Jakarta, Bogor, Depok, Tangerang and Bekasi in accordance with the scope of the area to be studied and consists of male gender as many as 81 31.9 and women as many as 183 68.1. Statistical method using Structural Equation Model with AMOS 20.0 software. The results of this study indicate that all hypotheses are accepted and have a significant effect, this is in line with previous research conducted by Rezai et al."

"Pengaruh sosial dikenal sebagai salah satu faktor yang mempengaruhi perilaku belanja online konsumen. Sebagai bagian dari pengaruh sosial, ulasan online yang memberikan informasi penting dan rekan sebaya sebagai agen sosialisasi konsumen telah menunjukkan bahwa mereka mempengaruhi perilaku belanja online konsumen. Namun, sedikit penelitian yang meneliti bagaimana mereka dapat mempengaruhi perilaku pembelian impulsif. Saat ini, belanja online telah meningkat di Indonesia. Dimana, platform online tersebut digunakan untuk membeli produk kecantikan dan kosmetik. Maka, banyak produk kosmetik indie Indonesia baru didirikan online. Penelitian ini bertujuan untuk mengidentifikasi bagaimana produk kosmetik indie Indonesia dapat menghasilkan pembelian impuls online. Untuk melakukannya, sebuah model penelitian yang menggabungkan teori ulasan online dan pengaruh teman sebaya bersama dengan penelusuran dan komunikasi rekan digunakan. Penelitian ini memiliki 173 peserta pada survei online yang dilakukan di Jabodetabek, Indonesia. Hasil data dianalisis menggunakan persamaan model struktural, khususnya metode partial least square (Smart PLS 3.2.8). Hasil penelitian menunjukkan bagaimana nilai hedonis ulasan online memiliki pengaruh pada penjelajahan, sementara kekuatan ikat dengan teman sebaya dan identifikasi dengan teman sebaya berpengaruh pada komunikasi teman sebaya; yang kemudian mendorong keinginan untuk membeli secara impulsif yang merangsang perilaku pembelian impulsif.

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Social influence is known as one of the factors affecting consumers online shopping behavior. As part of social influence, online reviews providing important informations and peers as consumer socialization agents had shown that they affect on consumers online shopping behavior. However, little research had examined how they may have influence on impulse buying behavior. Currently, online shopping had been increasing in Indonesia. Specifically, the online platform had been used on purchasing beauty and cosmetic products. Therefore, there had been many new Indonesian indie cosmetic products established online.

This study aims to identify how Indonesian indie cosmetic products can generate online impulse buying. To do so, a research model combining theories of online reviews and peers influence along with browsing and peer communication was used. Further, this research had 173 participants on the online survey that was conducted in Greater Area of Jakarta, Indonesia. The data results were analyzed using structural modeling equation, specifically partial least square method (Smart PLS 3.2.8).

Results show how hedonic value of online reviews have influence on browsing while tie strength with peers and identification with peer group have influence on peer communication; that then encourage urge to buy impulsively that stimulates impulse buying behavior."

"Dalam beberapa tahun terakhir, kemajuan teknologi mengalami perkembangan yang begitu pesat, dilihat dari munculnya mobile commerce yang bermunculan salah satunya Raena sebagai mobile commerce yang bergerak pada penjualan produk kosmetik dan/atau perawatan diri kemudian menyebabkan timbulnya online impulse buying behavior karena pengaruh consumer perceived value dan interpersonal influence. Tujuan dari penelitian ini adalah menganalisis pengaruh consumer perceived value terhadap online impulse buying behavior melalui interperosnal influence pada pengguna aplikasi Raena. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey melalui kuesioner yang disadasarkan oleh metode purposive sampling. Jumlah responden dalam penelitian ini adalah 162 yang dijaring melalui online quesionnaire menggunakan Google Form. Pengolahan data dilakukan dengan menggunakan software SmartPLS 3.2.9. Hasil penelitian ini menunjukan bahwa terdapat pengaruh signifikan antara consumer perceived value terhadap online impulse buying behavior namun tidak terdapat pengaruh signifikan terhadap consumer perceived value terhadap online impulse buying behavior yang dimoderasi oleh interpersonal influence pada pengguna aplikasi Raena. Penelitian ini bermanfaat untuk menyusun strategi memaksimalkan online impulse buying behavior dalam Aplikasi Raena melalui rangsangan consumer perceived value. Berdasarkan hasil penelitian tersebut, penelitian selanjutnya dapat mempertimbangkan penggunaan variabel moderasi lain selain interpersonal influence yang dapat memoderasi hubungan antara consumer perceived value terhadap online impulse buying behavior.

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In last few years, technological advances have developed rapidly, seen from the emergence of mobile commerce, one of which is Raena as a mobile commerce engaged in selling cosmetic and/or personal care products which causes online impulse buying behavior due to influenced of consumer perceived value and interpersonal influence. The purpose of this study was to analyze the effect of consumer perceived value on online impulse buying behavior through interpersonal influence on users of Raena application. The study used a quantitative approach with a survey method on purposive sampling. The number of respondents in this study wes 162 obtained through online questionnaire using Google Form. Data processing was performed using SmartPLS 3.2.9. The results of this study indicate that there is an significant influence between consumer perceived value on online impulse buying behavior but there is no significant influence on consumer perceived value on online impulse buying behavior which is moderated by interpersonal influence on users of the Raena application. This research is useful for developing strategies to maximize online impulse buying behavior in Raena application trough consumer perceived value simulation. Based on the results of this study, further research can consider the used of ither moderating variabels besides interpersonal influence which can moderate the relationship between consumer perceived value and online impulse buying behavior."