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.
References
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Akram, U. et al. (2018) ‘How Website Quality Affects Online Impulse Buying: Moderating Effects of Sales Promotion and Credit Card Use’, Asia Pacific Journal of Marketing and Logistics, 30(1), pp. 235–256.
Anggriani, R. & Athar, H. S. (2017) ‘Pengaruh Sifat Materialisme, Motivasi Hedonik Terhadap Impulsive Buying Dan Kecenderungan Compulsive Buying Secara Online Di Kalangan Mahasiswa Universitas Mataram’, JMM UNRAM - Master of Management Journal , 6(2).
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Badgaiyan, A. J. & Verma, A. (2014) ‘Intrinsic factors affecting impulsive buying behaviour-evidence from india’, Journal of Retailing and Consumer Services, 21(4), pp. 537-549, doi: 10.1016/j.jretconser.2014.04.003.
Chein, T. S., Hui, O. T. & Chan, J. L. (2020) ‘Factors Affecting Impulsive Buying Behaviour-Evidence from Malaysia’, Global Business and Management Research, 12(2).
Clara, M. (2017) ‘Pengaruh Promosi Penjualan terhadap Keputusan Pembelian Impulsif Ibu Rumah Tangga (Studi Kasus Department Store di Kota Bogor)’. Bogor.
Dameyasani, A. W. & Abraham, J. (2013) ‘Impulsive buying, cultural values dimensions, and symbolic meaning of money: A study on college students in Indonesia’s capital city and its surrounding’, International Journal of Research Studies in Psychology, 2(3), pp. 35-52, doi: 10.5861/ijrsp.2013.374.
Dawson, S. & Kim, M. (2009) ‘External and internal trigger cues of impulse buying online’, Direct Marketing, 3(1), pp. 20-34, doi: 10.1108/17505930910945714.
DeFranzo, S. E. (2012) ‘The 4 Main Reasons to Conduct Surveys’, SnapSurveys. Available at: https://www.snapsurveys.com/blog/4-main-reasons-conduct-surveys/.
e-Conomy SEA by Google, Temasek and Bain & Company. (2020) e-Conomy SEA 2020 Resilient and Racing Ahead: Southeast Asia at Full Velocity.
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Fitriani, F. F. (2020) ‘Ternyata! Milenial yang Paling Gemar Belanja Online Saat Pandemi Covid-19’, Ekonomi. Available at: https://ekonomi.bisnis.com/read/20200603/9/1248016/ternyata-milenial-yang-paling-gemar-belanja-online-saat-pandemi-covid-19-.
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Gąsiorowska, A. (2011) ‘Gender as a moderator of temperamental causes of impulse buying tendency’, Journal of Customer Behaviour, 10(2), pp. 119-142, doi: 10.1362/147539211x589546.
Hendrawan, D. & Nugroho, D. A. (2018) ‘Influence of personality on impulsive buying behaviour among Indonesian young consumers’, in International Journal of Trade and Global Markets, 11(1-2), pp. 31-39, doi: 10.1504/IJTGM.2018.092489.
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iPrice Group (2021) ‘Peta E‑Commerce Indonesia’, iPrice Insights. Available at: https://iprice.co.id/insights/mapofecommerce/.
Iriani, S. S. et al. (2021) ‘The Impact of Government Regulations on Consumers Behaviour during the COVID-19 Pandemic: A Case Study in Indonesia’, Journal of Asian Finance, Economics and Business, 8(4), pp. 939-948, doi: 10.13106/jafeb.2021.vol8.no4.0939.
Jalees, T. (2009) ‘An empirical analysis of impulsive buying behavior in Pakistan’, International Review of Business Research Papers, 5(6).
Joung, H. M. (2013) ‘Materialism and clothing post-purchase behaviors’, Journal of Consumer Marketing, 30(6). doi: 10.1108/JCM-08-2013-0666.
Kalla, S. M. & Arora, A. P. (2011) ‘Impulse buying: A literature review’, Global Business Review, 12(1), pp. 145-157, doi: 10.1177/097215091001200109.
Karim, M. W. et al. (2021) ‘Analysis of Factors Influencing Impulse Buying Behavior towards e-Tailing Sites: An Application of SOR Model’, Contemporary Management Research, 17(2), pp. 97–126.
Kelland, M. D. (2020) ‘Paul Costa and Robert McCrae and the Five-Factor Model of Personality’, in Personality Theory in a Cultural Context. Open Education Resource (OER) LibreTexts Project, pp. 269–271.
Kempa, S., Vebrian, K. and Bendjeroua, H. (2020) ‘Sales Promotion, Hedonic Shopping Value, and Impulse Buying on Online Consumer Websites’, SHS Web of Conferences, 76. doi: 10.1051/shsconf/20207601052.
Kotler, P. & Keller, K. L. (2009) Manajemen Pemasaran. 13 Jilid 2. Indonesia: Erlangga.
Laksana, K. A. P. & Suparna, G. (2015) ‘Peran Motivasi Hedonis Memediasi Pengaruh Sifat Materialisme Terhadap Perilaku Pembelian Impulsif Secara ONLINE’, E-Jurnal Manajemen Unud, 4(6), pp. 1661-1675.
Lidwina, A. (2021) ‘Penggunaan E-Commerce Indonesia Tertinggi di Dunia ’, Databoks.
Malhotra, N. K. & Birks, D. F. (2007) Marketing Research: An Applied Approach. 3rd edn. Prentice Hall, Inc.
Miao, M. et al. (2020) ‘The effects of personality, culture and store stimuli on impulsive buying behavior: Evidence from emerging market of Pakistan’, Asia Pacific Journal of Marketing and Logistics, 32(1), pp. 188-204, doi: 10.1108/APJML-09-2018-0377.
Miranda, Y. C. (2016) ‘Kajian Terhadap Faktor yang Mempengaruhi Impulse buying dalam Online Shoping’, Journal Kompetensi, 10(1).
Moran, B., Bryant, M. A. L. & Kwak, L. E. (2015) Effect of Stress, Materialism and External Stimuli on Online Impulse Buying AUTHORS, jrconsumers.com.
Al Mutanafisa, T. & Retnaningsih (2021) ‘The Effect of Sales Promotion and Knowledge on Impulsive Buying of Online Platform Consumers’, Journal of Consumer Sciences, 6(1). doi: 10.29244/jcs.6.1.77-91.
Nayeem, T. (2012) ‘Cultural Influences on Consumer Behaviour’, International Journal of Business and Management, 7(21). doi: 10.5539/ijbm.v7n21p78.
Pinto, C. A. S. (2021) ‘Understanding Online Impulsive Buying Behavior in The Fashion Industry’. Porto.
Populix (2020) ‘Menelusuri Lebih Jauh Tren Belanja Online Masyarakat Indonesia’, Populix.
Rahma, W. S. & Septrizola, W. (2019) ‘Pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle terhadap E-Impulse Buying Mahasiswi Universitas Negeri Padang’, Jurnal Kajian Manajemen dan Wirausaha, 1(1), pp. 276–282.
Rook, D. W. & Fisher, R. J. (1995) ‘Normative Influences on Impulsive Buying Behavior’, Journal of Consumer Research, 22(3). doi: 10.1086/209452.
Shakaib Farid, D. & Ali, M. (2018) ‘Effects of Personality on Impulsive Buying Behavior: Evidence from a Developing Country’, Marketing and Branding Research, 5(1). doi: 10.33844/mbr.2018.60197.
Sofi, S. A. & Nika, F. A. (2016) ‘The Role of Personality in Impulse Buying Behavior’, Jindal Journal of Business Research, 5(1). doi: 10.1177/2278682116674079.
SurveyMonkey (2021) ‘Why surveys? How Survey Research and Methodology Make a Difference’, SurveyMonkey. Available at: https://www.surveymonkey.com/mp/why-survey-understanding-survey-methodology/.
Syahputra, E. (2022) ‘Perang E-Commerce Shopee, Tokopedia & Lazada, Siapa Juaranya?’, CNBC Indonesia. Available at: https://www.cnbcindonesia.com/tech/20220605111737-37-344437/perang-e-commerce-shopee-tokopedia-lazada-siapa-juaranya.
Waheed Khan, S. (2021) ‘Impact Of Five Personality Traits On Impulsive Buying Behavior’, Journal of Marketing Strategies, 1(1), pp. 22-37, doi: 10.52633/jms.v1i1.2.
Wibisono, A. B. & Fachira, I. (2021) ‘Factors Influencing Online Impulsive Buying Behavior in Indonesia’, MIMBAR : Jurnal Sosial dan Pembangunan, 37(1), pp. 127-137, doi: 10.29313/mimbar.v37i1.6926.
Widodo, S. (2014) ‘Pengaruh Shopping Enjoyment Tendency dan Impulsive Buying Tendency Terhadap Impulsive Buying Behaviour di Carrefour Kota Mojokerto’, Proceedings of the National Academy of Sciences, 3(1).
Akram, U. et al. (2018) ‘How Website Quality Affects Online Impulse Buying: Moderating Effects of Sales Promotion and Credit Card Use’, Asia Pacific Journal of Marketing and Logistics, 30(1), pp. 235–256.
Anggriani, R. & Athar, H. S. (2017) ‘Pengaruh Sifat Materialisme, Motivasi Hedonik Terhadap Impulsive Buying Dan Kecenderungan Compulsive Buying Secara Online Di Kalangan Mahasiswa Universitas Mataram’, JMM UNRAM - Master of Management Journal , 6(2).
APJII & Indonesia Survey Center. (2020) Laporan Internet Survei APJII 2019 - 2020 (Q2).
Atulkar, S. & Kesari, B. (2018) ‘Role of consumer traits and situational factors on impulse buying: does gender matter?’, International Journal of Retail and Distribution Management, 46(4), pp. 386-405, doi: 10.1108/IJRDM-12-2016-0239.
Badgaiyan, A. J. & Verma, A. (2014) ‘Intrinsic factors affecting impulsive buying behaviour-evidence from india’, Journal of Retailing and Consumer Services, 21(4), pp. 537-549, doi: 10.1016/j.jretconser.2014.04.003.
Chein, T. S., Hui, O. T. & Chan, J. L. (2020) ‘Factors Affecting Impulsive Buying Behaviour-Evidence from Malaysia’, Global Business and Management Research, 12(2).
Clara, M. (2017) ‘Pengaruh Promosi Penjualan terhadap Keputusan Pembelian Impulsif Ibu Rumah Tangga (Studi Kasus Department Store di Kota Bogor)’. Bogor.
Dameyasani, A. W. & Abraham, J. (2013) ‘Impulsive buying, cultural values dimensions, and symbolic meaning of money: A study on college students in Indonesia’s capital city and its surrounding’, International Journal of Research Studies in Psychology, 2(3), pp. 35-52, doi: 10.5861/ijrsp.2013.374.
Dawson, S. & Kim, M. (2009) ‘External and internal trigger cues of impulse buying online’, Direct Marketing, 3(1), pp. 20-34, doi: 10.1108/17505930910945714.
DeFranzo, S. E. (2012) ‘The 4 Main Reasons to Conduct Surveys’, SnapSurveys. Available at: https://www.snapsurveys.com/blog/4-main-reasons-conduct-surveys/.
e-Conomy SEA by Google, Temasek and Bain & Company. (2020) e-Conomy SEA 2020 Resilient and Racing Ahead: Southeast Asia at Full Velocity.
Erlangga, E. B. et al. (2022) ‘The Effect of Consumer Intrinsic Factors on Impulsive Buying Behavior in Online Marketplace: Case Study of Shopee Consumers’, in Proceedings of the 3rd International Conference on Business and Management of Technology (ICONBMT 2021). doi: 10.2991/aebmr.k.211226.024.
Febrilia, I. & Warokka, A. (2021) ‘Consumer traits and situational factors: Exploring the consumer’s online impulse buying in the pandemic time’, Social Sciences & Humanities Open, 4(1). doi: 10.1016/j.ssaho.2021.100182.
Fitriani, F. F. (2020) ‘Ternyata! Milenial yang Paling Gemar Belanja Online Saat Pandemi Covid-19’, Ekonomi. Available at: https://ekonomi.bisnis.com/read/20200603/9/1248016/ternyata-milenial-yang-paling-gemar-belanja-online-saat-pandemi-covid-19-.
Formplus (2019) ‘The 4,5, and 7 Point Likert Scale + [Questionnaire Examples]’, Formplus. Available at: https://www.formpl.us/blog/point-likert-scale.
Ganawati, N., Sudarmini, K. & Sariani, N. K. (2018) ‘External and Internal Factors Affecting The Impulse Buying of Buyer In Retail Franchise In The Gianyar Regency of Bali Province, Indonesia’, International Journal of Economics, Commerce and Management, VI(12).
Gąsiorowska, A. (2011) ‘Gender as a moderator of temperamental causes of impulse buying tendency’, Journal of Customer Behaviour, 10(2), pp. 119-142, doi: 10.1362/147539211x589546.
Hendrawan, D. & Nugroho, D. A. (2018) ‘Influence of personality on impulsive buying behaviour among Indonesian young consumers’, in International Journal of Trade and Global Markets, 11(1-2), pp. 31-39, doi: 10.1504/IJTGM.2018.092489.
Hofstede, G. & Hofstede, G. J. (2005) Cultures and Organizations: Software of the Mind. Expanded 2. McGraw-Hill.
iPrice Group (2021) ‘Peta E‑Commerce Indonesia’, iPrice Insights. Available at: https://iprice.co.id/insights/mapofecommerce/.
Iriani, S. S. et al. (2021) ‘The Impact of Government Regulations on Consumers Behaviour during the COVID-19 Pandemic: A Case Study in Indonesia’, Journal of Asian Finance, Economics and Business, 8(4), pp. 939-948, doi: 10.13106/jafeb.2021.vol8.no4.0939.
Jalees, T. (2009) ‘An empirical analysis of impulsive buying behavior in Pakistan’, International Review of Business Research Papers, 5(6).
Joung, H. M. (2013) ‘Materialism and clothing post-purchase behaviors’, Journal of Consumer Marketing, 30(6). doi: 10.1108/JCM-08-2013-0666.
Kalla, S. M. & Arora, A. P. (2011) ‘Impulse buying: A literature review’, Global Business Review, 12(1), pp. 145-157, doi: 10.1177/097215091001200109.
Karim, M. W. et al. (2021) ‘Analysis of Factors Influencing Impulse Buying Behavior towards e-Tailing Sites: An Application of SOR Model’, Contemporary Management Research, 17(2), pp. 97–126.
Kelland, M. D. (2020) ‘Paul Costa and Robert McCrae and the Five-Factor Model of Personality’, in Personality Theory in a Cultural Context. Open Education Resource (OER) LibreTexts Project, pp. 269–271.
Kempa, S., Vebrian, K. and Bendjeroua, H. (2020) ‘Sales Promotion, Hedonic Shopping Value, and Impulse Buying on Online Consumer Websites’, SHS Web of Conferences, 76. doi: 10.1051/shsconf/20207601052.
Kotler, P. & Keller, K. L. (2009) Manajemen Pemasaran. 13 Jilid 2. Indonesia: Erlangga.
Laksana, K. A. P. & Suparna, G. (2015) ‘Peran Motivasi Hedonis Memediasi Pengaruh Sifat Materialisme Terhadap Perilaku Pembelian Impulsif Secara ONLINE’, E-Jurnal Manajemen Unud, 4(6), pp. 1661-1675.
Lidwina, A. (2021) ‘Penggunaan E-Commerce Indonesia Tertinggi di Dunia ’, Databoks.
Malhotra, N. K. & Birks, D. F. (2007) Marketing Research: An Applied Approach. 3rd edn. Prentice Hall, Inc.
Miao, M. et al. (2020) ‘The effects of personality, culture and store stimuli on impulsive buying behavior: Evidence from emerging market of Pakistan’, Asia Pacific Journal of Marketing and Logistics, 32(1), pp. 188-204, doi: 10.1108/APJML-09-2018-0377.
Miranda, Y. C. (2016) ‘Kajian Terhadap Faktor yang Mempengaruhi Impulse buying dalam Online Shoping’, Journal Kompetensi, 10(1).
Moran, B., Bryant, M. A. L. & Kwak, L. E. (2015) Effect of Stress, Materialism and External Stimuli on Online Impulse Buying AUTHORS, jrconsumers.com.
Al Mutanafisa, T. & Retnaningsih (2021) ‘The Effect of Sales Promotion and Knowledge on Impulsive Buying of Online Platform Consumers’, Journal of Consumer Sciences, 6(1). doi: 10.29244/jcs.6.1.77-91.
Nayeem, T. (2012) ‘Cultural Influences on Consumer Behaviour’, International Journal of Business and Management, 7(21). doi: 10.5539/ijbm.v7n21p78.
Pinto, C. A. S. (2021) ‘Understanding Online Impulsive Buying Behavior in The Fashion Industry’. Porto.
Populix (2020) ‘Menelusuri Lebih Jauh Tren Belanja Online Masyarakat Indonesia’, Populix.
Rahma, W. S. & Septrizola, W. (2019) ‘Pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle terhadap E-Impulse Buying Mahasiswi Universitas Negeri Padang’, Jurnal Kajian Manajemen dan Wirausaha, 1(1), pp. 276–282.
Rook, D. W. & Fisher, R. J. (1995) ‘Normative Influences on Impulsive Buying Behavior’, Journal of Consumer Research, 22(3). doi: 10.1086/209452.
Shakaib Farid, D. & Ali, M. (2018) ‘Effects of Personality on Impulsive Buying Behavior: Evidence from a Developing Country’, Marketing and Branding Research, 5(1). doi: 10.33844/mbr.2018.60197.
Sofi, S. A. & Nika, F. A. (2016) ‘The Role of Personality in Impulse Buying Behavior’, Jindal Journal of Business Research, 5(1). doi: 10.1177/2278682116674079.
SurveyMonkey (2021) ‘Why surveys? How Survey Research and Methodology Make a Difference’, SurveyMonkey. Available at: https://www.surveymonkey.com/mp/why-survey-understanding-survey-methodology/.
Syahputra, E. (2022) ‘Perang E-Commerce Shopee, Tokopedia & Lazada, Siapa Juaranya?’, CNBC Indonesia. Available at: https://www.cnbcindonesia.com/tech/20220605111737-37-344437/perang-e-commerce-shopee-tokopedia-lazada-siapa-juaranya.
Waheed Khan, S. (2021) ‘Impact Of Five Personality Traits On Impulsive Buying Behavior’, Journal of Marketing Strategies, 1(1), pp. 22-37, doi: 10.52633/jms.v1i1.2.
Wibisono, A. B. & Fachira, I. (2021) ‘Factors Influencing Online Impulsive Buying Behavior in Indonesia’, MIMBAR : Jurnal Sosial dan Pembangunan, 37(1), pp. 127-137, doi: 10.29313/mimbar.v37i1.6926.
Widodo, S. (2014) ‘Pengaruh Shopping Enjoyment Tendency dan Impulsive Buying Tendency Terhadap Impulsive Buying Behaviour di Carrefour Kota Mojokerto’, Proceedings of the National Academy of Sciences, 3(1).
Published
2022-09-01
How to Cite
PRAMESITA ARIFIN, Ilena; KUSUMAWATI, Nurrani.
Factors Affecting Consumers’ Impulsive Buying Behavior on Marketplace.
Asian Journal of Research in Business and Management, [S.l.], v. 4, n. 3, p. 111-125, sep. 2022.
Available at: <https://myjms.mohe.gov.my/index.php/ajrbm/article/view/19351>. Date accessed: 24 june 2025.
Section
Articles
