Impulsive Buying Behavior pada Konsumen Online

Abstract

The purpose of this study to determine the factors that influence the behavior impulsive buying in consumer online. This study is a survey research. The data used are primary data and secondary student population of the city of Surakarta as research objects. Data collection instrument in the form of a list of questions (questionnaire) both with closed questions. Data analysis methods used include 1) analysis of test instruments that test the validity and reliability test, 2) descriptive statistical analysis, 3) analysis by SEM-PLS models. These results indicate that (1) the product characteristics of the most dominant influence impulsive behavior, (2) Goodness of fit model by 61% (for R-Square = 0.61), meaning that the model is sound and Impulsive buying behavior is influenced by the characteristics of the product, marketing and consumer by 61%, and the rest 39% influenced by other factors not examined, (3) Hedonism less effective mediating influence the characteristics of the product, marketing and consumers against buying Impulsive Behavior.