The Influence of Online Store Characteristics on Impulse Buying Through Browsing (studies in Lakupon.com)
The Influence of Online Store Characteristics on Impulse Buying Through Browsing (studies in Lakupon.com)
Author : CITRA KUSUMA DEWI; FARAH OKTAFANI; ROSA SARASWATI Published on : IICIES 2015
Abstract
“The development of internet users encourages a great potential for the creation of a cyber market. Internet is growing rapidly and ultimately also affects the changes in consumer behavior in general. The interesting thing about consumers in Indonesia, the majority of consumers who make purchases online experience impulse buying. Online shop consumers enjoys the online shopping experiences as provide convenience when shopping, such as the ease of use of the web, navigation, comprehensive features, attractive layout, ease of payment and security. The characteristic of online shop is in turn encouraging consumers to browse more often again. One of the companies that are engaged in online business is Lakupon.Com. Lakupon is a shopping website that provides a wide range of products ranging from fashion to the services. The interesting differentiation of Lakupon is that it only providing products and services with a special price / discount. This type of research is quantitative research causal. The aim of the study was to determine the influence of the Online Store Characteristics of the Impulse Buying through Browsing (Studies in Lakupon.com). The sampling technique used is non-probability sampling techniques, using incidental sampling technique. The samples used in this study were 100 respondents. Research shows that online store characteristics influence significantly by 29% to browsing. Browsing significantly influence impulse buying by 23.1%. Online store characteristics indirectly influence impulse buying through browsing by 6.7%. While the total effect of total online store characteristics and browsing together against impulse buying is 52.1%.
Keywords: Browsing, Impulse Buying, Online Store Characteristics, Lakupon.com”
