The Antecedents of Online Impulsive Buying

Consumer behavior to do shopping are changing. Impulsive buying via online platform is increasing. This study aims to examine whether shopping motivation and visual merchandising can be proven to be factors that affect online impulsive buying in consumers who shop online in the pastry and bakery business. Sample selection is carried out using non-probability sampling techniques, and purposive sampling techniques Primary data was obtained from a questionnaire that was filled out online by 120 respondents domiciled in Jabodetabek who met the requirements, and shopping between July-November 2022. The data were analyzed using the Coefficient and Annova test to determine the influence of each aspect. Multiple Linier Regression analysis were used, and the test results show that four dimensions of shopping motivation are directly influenced by online impulsive buying. Namely hedonic motivation, utilitarian motivation, peer influence, and social comparison. The Four dimensions of visualmerchandising are influenced by online impulsive buying, namely display, color, lighting, and assortment.