DETERMINAN IMPULSIVE BUYING BEHAVIOR PEMBELIAN PRODUK FASHION MUSLIM PADA MARKETPLACE ERA NEW NORMAL DI MADIUN 

DETERMINANS OF IMPULSIVE BUYING BEHAVIOR OF PURCHASE MUSLIM FASHION PRODUCTS ON THE MARKETPLACE NEW NORMAL ERA IN MADIUN

Penelitian ini dilakukan untuk melihat adanya pengaruh dari faktor-faktor impulsive buying behavior pada konsumen wanita muslim Madiun yang melakukan pembelian produk fashion muslim secara online di masa new normal. Teknik non probability sampling yang digunakan berupa purposive sampling dan populasinya adalah konsumen wanita muslim di Madiun Jawa Timur dan dihitung menggunakan rumus unknown populations. Pendekatan kuantitatif digunakan dalam penelitian ini dengan berdasar pada sumber data primer. Analisis regresi linier berganda digunakan dalam pengujian hipotesis. Berdasarkan hasil penelitian, karakteristik konsumen dan faktor situasional memiliki pengaruh positif signifikan. Karakteristik website memiliki pengaruh negatif signifikan. Adapun religiusitas tidak berpengaruh signifikan. Hasil uji simultan menunjukkan pengaruh secara positif signifikan antara karakteristik konsumen, karakteristik website, faktor situasional, dan religiusitas terhadap impulsive buying behavior dalam pembelian produk fashion muslim pada marketplace di masa new normal.

This research conducted to see the effect of impulsive buying behavior factors on muslim female consumers in Madiun who purchase muslim fashion products online during the new normal period. The non-probability sampling technique used was purposive sampling and the population is muslim female consumers in Madiun East Java and calculated using the unknown populations formula. The quantitative approach used in this research is based on primary data sources. Multiple linier regression analysis are used in hypothesis testing. Based on the research results, the consumer characteristics and situasional factors has a significant positive effect. The website characteristics has a significant negative effect. The religiosity has no significant effect. The simultaneous test results showed a significant positive effect between consumer characteristics, website characteristics, situasional factors, and religiosity to impulsive buying behavior in purchasing muslim fashion products on the marketplace in the new normal.