Abstract
This research conducted to see the effect of impulsive buying behavior factors on muslim female consumers in Madiun who purchase muslim fashion products online during the new normal period. The non-probability sampling technique used was purposive sampling and the population is muslim female consumers in Madiun, East Java and calculated using the unknown populations formula. The quantitative approach used in this research is based on primary data sources. Multiple linear regression analysis are used in hypothesis testing. Based on the research results, the consumer characteristics and situational factors has a significant positive effect, the website characteristics has a significant negative effect. The religiosity has no significant effect. The simultaneous test results showed a significant positive effect between consumer characteristics, website characteristics, situasional factors, and religiosity to impulsive buying behavior in purchasing muslim fashion products on the marketplace in the new normal.
Highlights
This research conducted to see the effect of impulsive buying behavior factors on muslim female consumers
The quantitative approach used in this research is based on primary data sources
Multiple linear regression analysis are used in hypothesis testing
Summary
Koefisien regresi karakteristik konsumen bernilai positif dimana jika karakteristik konsumen mengalami kenaikan maka impulsive buying behavior meningkat dengan asumsi variabel lain tetap. Koefisien regresi karakteristik website bernilai negatif menyatakan ketika karakteristik website meningkat maka impulsive buying behavior mengalami penurunan dengan asumsi variabel lain tetap. Sedangkan pada koefisien religiusitas https://journal.unesa.ac.id/index.php/jei bernilai negatif menyatakan ketika religiusitas meningkat maka akan menurunkan nilai impulsive buying behavior dengan asumsi variabel lain tetap. Hasilnya variabel karakteristik konsumen (X1) menunjukkan nilai Sig 0,00 > 0,05 sehingga berpengaruh positif signifikan terhadap variabel terikat impulsive buying behavior. Kemudian untuk variabel religiusitas (X4) diketahui nilai Sig 0,177 > 0,05 sehingga religiusitas tidak berpengaruh signifikan terhadap variabel terikat impulsive buying behavior. Kesimpulannya semua variabel bebas karakteristik konsumen (X1), karakteristik website (X2), faktor situasional (X3), dan religiusitas (X4) secara bersamaan atau simultan memberi pengaruh positif dan signifikan terhadap variabel terikat impulsive buying behavior (Y)
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