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The COVID-19 pandemic has accelerated the adoption of digital systems in shopping activities. This also has an impact on the pattern of people's consumptive behavior and makes Indonesia one of the potential markets that is quite good for e-commerce provider companies. The result of the Covid-19 pandemic is the emergence of impulsive buying behavior. This study aims to analyze what factors are the high determinants of online impulse buying behavior during the Covid-19 pandemic in the marketplace. In addition, researchers analyzed the products that were purchased the most impulsively when shopping online during the Covid-19 pandemic. This study uses primary data. The data collection tool used in this study is an online questionnaire and processed using SPSS 21. The results of this study are that the most respondents who make impulse purchases in the Shopee marketplace, the most purchased products are clothes. The highest factor influencing the purchase is the low price. The correlation between the level of the tendency of impulsive buyers and the number of purchases is not proven.

 

Keyword: e-commerce; marketplace; impulse buying; covid-19 pandemic

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Hak Cipta (c) 2022 Ascasaputra Aditya, Kiswari Punandita Arimbi

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Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

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Biografi Penulis

Ascasaputra Aditya, Widya Mataram University

Prodi Manajemen

Fakultas Ekonomi

Universitas Widya Mataram

Cara Mengutip
Aditya, A., & Arimbi, K. P. (2022). ANALISIS PEMBELIAN IMPULSIF PADA MARKETPLACE PADA MASA PANDEMI COVID 19. Management Insight: Jurnal Ilmiah Manajemen, 17(2). Diambil dari https://ejournal.unib.ac.id/Insight/article/view/22991
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Referensi

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