Impulse Buying Behaviour in E-commerce: An Empirical Analysis of Shopee Users in Indonesia

Aims: This study aims to examine the influence of fashion involvement, shopping lifestyle, sales promotion, and hedonic shopping motivation on impulse buying. Study Design: This study employs a quantitative approach, utilizing an online questionnaire for data collection. Methodology: This research was conducted in Purwokerto from February to June. The population of this study consists of residents who live in Purwokerto. Samples in this study were selected by the purposive sampling method. The number of samples in this study was determined based on the Roscoe formula which states that the optimal sample size is at least 10 times the number of variables. Therefore, the researcher took a sample size of 160 respondents. However, because there were 21 outlier data, the data used was only 139. This Shopee is the e-commerce platform being analyzed. The research test was conducted using SPSS 26 and the analysis method used was multiple linear reggresion. Results: The results showed that fashion involvement, shopping lifestyle, and sales promotion had a significant positive effect on impulse buying. Meanwhile, the hedonic shopping motivation variable has no effect on impulse buying. The adjusted R-squared coefficient of determination test results show a value of 81.8% which indicates that the regression is strong. This high adjusted R-squared value is due to the suitability of the regression model used and the variables used in relation to the research context. These result indicate that the independent variables used in the model are able to explain most of the variation in the dependent variable. Fashion involvement, shopping lifestyle, sales promotion, and hedonic shopping motivation variables are able to influence impulse buying by 81.8% while 18.2% is influenced by other factors. Conclusion: Based on the findings of this study, it can be concluded that the higher a person's interest in fashion, the higher their shopping style, and the more attractive the sales promotion offered, the more likely they are to shop impulsively. The implication of this study is the importance of the Shopee e-commerce platform in optimizing marketing strategies that focus on increasing consumer interest in fashion, creating an entertaining shopping experience, and presenting attractive promotional offers to trigger impulse purchases more effectively.