Factors Affecting Consumers’ Impulsive Buying Behavior on Marketplace

Abstract

The developments of technology have changed consumer behavior in shopping where consumers spend more time shopping online through the marketplace. More and more marketplace users indicate that online behavior is increasing by consumers and can later increase the tendency to make impulse buying. Impulsive buying online through the marketplace do happen a lot, but the cause of this happening is still not known for certain. Therefore, this study aims to determine the factors that can influence impulse buying in the marketplace, both internal and external factors: sales promotion. This research will be conducted using quantitative methods with online surveys. The online survey obtained 200 respondents from generation Y women who came from Jakarta. The data were analyzed by multiple regression method using the SPSS 25 application. This study shows that five of the eleven hypotheses are accepted and significantly influence impulsive buying behavior where sales promotions, internal personality trait extraversion, impulsive buying tendency, and materialism have a positive and significant relationship with impulsive shopping behavior. However, the personality trait agreeableness has an inverse relationship where the lower the agreeableness level, the higher consumers make impulsive buying. With the results obtained, this study can help the marketplace and/or sellers in the marketplace to create marketing strategies and increase sales.