Jurnal Ilmiah

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ANALISIS IMPULSE BUYING DALAM BERBELANJA ONLINE (Studi Pada Mahasiswa STIE Gentiaras Bandar Lampung

ABSTRACT Impulse buying is an irrational purchase and is associated with quick and unplanned purchases, followed by a conflict of thoughts and emotional impulses. Impulse buying does not only happen in offline purchases (in-store), but can also occur when consumers do shopping online. This study aims to determine the internal faktors and external faktors to impulse buying in online shopping. The subjects of this study were STIE Gentiaras Bandar Lampung students who had done impulse buying during online shopping. The results of this study are internal faktors and external faktors together - positive to impulse buying in online shopping. The comparison of online purchase cost is insignificant and insignificant to the impulse buying variable in online shopping. The definition of determination test (R2) shows the determination of 69.2%. Keywords : internal faktors, external faktors, impluse buying online shopping.

 
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