Track: Modeling and Simulation

Abstract

The rise of online shopping platforms or e-commerce in Indonesia makes consumers' passion increase to shop easily through e-commerce applications such as Shopee. Nowadays, consumers prefer and find it easier to shop online than having to shop in offline stores to streamline their time and supported by several factors that influence the occurrence of impulse buying consumers. Intrinsic factor from within consumers and competitive prices and quite affordable and promos provided on the Shopee platform make the emergence of Impulse Buying Behavior in Shopee consumers. This study examines the factors that influence consumers in shopping to have Impulse Buying Behavior. The respondents used in the study were Shopee consumers, as many as 100 respondents analyzed using path analysis in the SmartPLS 3 application. The results of this study show that all the variables that have been tested have a positive and significant effect on Impulse Buying Shopee consumers.