Track: Business Management

Abstract

The existence of Covid-19 in Indonesia has led to an increase in daily snack consumption using digital technology in aspects of life. The number of online snack purchases has increased during the pandemic. The increase in online snack purchases is an example of people making impulse purchases. The situation is the basis of a study to examine the factors that cause people's impulse buying. The present study analyzes the factors influencing impulse buying of online snack products. The measured dimensions are consumer mood, store visual design, store service, store promotion, and gender. The research result can be used to improve how a manufacturer markets snack products online by referring to factors that have been revealed in research. The research was conducted using quantitative methods with an explanatory approach. The study population was also taken from the active account followers of the XYZ brand, where the research distributes questionnaires by using the purposive sampling technique. The regression analysis showed that mood, service, and promotion showed a significant value of p <0.05. These results indicate that impulse buying behavior depends on the mood. The store's visual design does not significantly impact consumers' impulse buying. The insight indicates that although the store's visual design is so neat and attractive, it does not influence consumers to impulse purchases. Likewise, the gender effect is not significantly different in impulse buying behavior.