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September 10, 2025Fonduri de investiţiiOpen Access

Menguji Anteseden-Anteseden Dari Online Impulse Buying Behaviour Pada E-Commerce

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Hedonic shopping motivation significantly influences online impulse buying behavior, indicating its importance.
100 respondents in Kebumen were studied, revealing that all hypotheses about impulse buying were accepted.
The urge to buy was determined to be the strongest factor affecting online impulse buying behavior.
Multiple regression analysis was employed to evaluate the relationships between the variables studied.

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This study explores how hedonic shopping motivation and positive emotion impact online impulse buying behavior, suggesting key influences.

Intan Muliana Rhamdhani (2025) studied this question.

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This study explores how hedonic shopping motivation and positive emotion impact online impulse buying behavior, suggesting key influences.