ANALYZING THE EFFECT OF VIRTUAL ATMOSPHERIC CUES, SALES PROMOTIONS, AND SITUATIONAL FACTORS ON ONLINE IMPULSE BUYING IN MANADO
ABSTRACT: The growth of
e-commerce in Indonesia has increased significantly in recent years, while
Indonesia’s shoppers tend to be more impulsive, and it includes shoppers in
Manado. There are many factors that could possibly affect online impulse
buying. Some of them are virtual atmospheric cues, sales promotions, and
situational factors. The aim of this study is to analyze the effect of virtual
atmospheric cues, sales promotions, and situational factors on online impulse
buying. This research collects primary data through questionnaires and uses
Multiple Regression. Population observed is internet users in Manado who have
ever bought products online with 60 respondents as the sample size. The result
of this study shows that sales promotions and situational factors have
significant positive effect on online impulse buying, while virtual atmospheric
cues does not have that effect. To attract more consumers to buy impulsively,
the recommendations for online shop owners are to keep offering sales
promotions effectively, giving affordable price to increase purchasing power of
consumer, and also maintaining the 24 hours services and easiness of accessing
online shop to stimulate consumer to spend more time at the online shop.
Author: Esther Yosilia
Ernawati Longdong, Sifrid S. Pangemanan
Journal Code: jpmanajemengg150064
