Industrial Revolution 4.0

The Effect of Online Shopping Towards Impulse Buying

DOI

10.2991/aebmr.k.210928.044How to use a DOI?

Keywords

industrial revolution 4.0, online shopping, impulse buying

Abstract

The research was conducted following the phenomenon a lively online shopping in the community. The purpose of this research is to know /against buying impulses in the era of the Industrial Revolution 4.0. This is the kind of research survey research, namely research who her to take samples from a population and used a questionnaire for 100 samples that was spread through google form and the questionnaire fit for a data collection main instrument. Thus, this research categorized as explanatory research. The sample collection the research uses technique purposive sampling. Collected data method using questionnaire, then the data processed through software spss, instrument analysis in this research using linear regression. Variable in this research: variety of selection, price attribute, sensory attribute, utilitarian web browsing, and the hedonic web browsing. This research result indicates that the hedonic web browsing variable affect impulse buying in online shopping. The results of this study indicate that the hedonic web browsing variable partially affects impulse buying in online shopping, where the Variety of Selection, price attribute, Sensory Attribute, Utilitarian Web Browsing variables have no effect. Online shopping simultaneously affects impulse buying. It means that the more the respondent is hedonistic, the easier it will be to do impulse buying.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Risca Kurnia Sari
AU  - Arisa Zairina
AU  - Satria Putra Utama
PY  - 2021
DA  - 2021/09/30
TI  - Industrial Revolution 4.0
BT  - Proceedings of the 3rd Annual International Conference on Public and Business Administration (AICoBPA 2020)
PB  - Atlantis Press
SP  - 222
EP  - 227
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210928.044
DO  - 10.2991/aebmr.k.210928.044
ID  - Sari2021
ER  -