ANALYSIS OF CONSUMER ONLINE IMPULSIVE BUYING BEHAVIOUR IN MANADO
Abstract: Nowadays business
E-commerce has growing rapidly in Indonesia, and through the development of
technology there is a concept as a new paradigm which is online shopping, and
online shopping become the place that people can visit anytime to buy a
product, and there are many factors that stimulated people to do impulsive
buying. Nowadays the consumer buying behaviour which is impulse buying has
becoming such a part of every person’s lifestyle that they do not realize or
they are not even aware that they are doing it at times. This study aims to
analyze the factors that stimulated people to do impulsive buying. This
research uses Qualitative Method with In-depth Interview, in order to know more
detail about the factors that stimulated people to do impulsive buying. The
result of the research shows that internal and external factors have
significant influence to the behaviour of the consumer when buying impulsively
through online shops and based from all the informant the factors that dominant
stimulated people to do impulsive buying is internal factors. The suggestion it
is better to online shopping mantain their quality and for consumer it is
better to realize what factors that stimulated them to do impulse buying.
Keywords: impulse buying,
buying behaviour, online shopping, internal factors, external factors
Penulis: Marcela E. Lalelung,
Sifrid S. Pangemanan
Kode Jurnal: jpmanajemendd180297
