THE EFFECT OF CONSUMER TRAITS AND SITUATIONAL FACTORS ON IMPULSE BUYING IN THE PANDEMIC TIME (CASE STUDY ON SHOPEE USER IN GREATER JAKARTA)

Abstract

Online shopping has become a habit for many people, especially during the pandemic that occurred in Indonesia. In the current state of the Covid-19 pandemic, consumer impulse buying is a concern at a time of economic and social change. Shopee as an online store provider for its users must first identify the characteristics of consumers who will use and transact at Shopee because basically, the characteristics of consumers are different for each individual. This study aims to see how much the influence of three dimensions of consumer traits and four dimensions of situational factors on impulse buying on e-commerce Shopee by using multiple linear regression analysis and the number of respondents is 397 Shopee users in Greater Jakarta. The findings of this study reveal that the variables Impulse Buying Tendency (IBT), Shopping Enjoyment Tendency (SET), Materialism (MT), Persons Situation (PS), Website Quality (WQ), Motivational Activities by Retailer (MAR), and Product Attributes (PA) simultaneously have an effect on impulsive buying on Shopee users in Greater Jakarta. While WQ and PA partially have no effect on impulsive buying on Shopee users in Greater Jakarta.