Abstract
Psychological components of Online Customer's Shopping Experience (OCSE) on attitude loyalty and online impulsive buying in e-commerce. The research approach used is quantitative. The population was all Indonesian people who used and bought e-commerce products. The sample was determined using a non-probability sampling method with a convenience sampling technique. The number of samples is 470 respondents. Research data were analyzed using AMOS 24 software with Structural Equation Model (SEM) modeling. The results of SEM analysis showed that informativeness has a positive and significant effect on online impulsive buying, convenience has a positive and significant impact on online impulsive buying and attitude loyalty, and attitude loyalty has a positive and significant impact on online impulsive buying.
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