Customer Impulsive Buying Behaviors in Indonesia E-Marketplace

Customers' buying behavior is critical in e- marketplace. It is crucial to analyze customers' impulsive buying behavior to increase sales in e-commerce, especially on e-marketplace. This study aims to investigate factors that influence the impulsive behavior of customers in the e- marketplace by using the SOR Model. This study aimed to determine the effect of impulsive customer behavior on the e- marketplace. There are six variables in the research model: Situational Factor, Promotional Factor, Product Factor, Internal Factor, Urge to Buy Impulsive, and Impulsive Buying. This study used the SOR (Stimulus, Organism, and Response) Model to confirm all the hypothesis results. For Statistic analysis, Sequential Equation Modeling (SEM) with Smart PLS 3.0 was used to calculate the data of 510 respondents. The data was collected online and used the Purposive sampling method in November 2021. The results showed that all five hypotheses had a significant effect.