Analysis of Impulsive Buying Behavior of E-Commerce Users in The Jabodetabek Area
DOI:
https://doi.org/10.59664/jded.v5i1.11819Keywords:
Impulsive Buying Behavior; E-Commerce; Psychological Factors; Promotions; Jabodetabek Consumption.Abstract
Perkembangan teknologi digital telah membawa perubahan signifikan dalam berbagai aspek kehidupan, termasuk perilaku konsumen, khususnya dalam aktivitas belanja. Salah satu inovasi besar dari transformasi digital ini adalah munculnya e-commerce, yang memungkinkan transaksi jual beli dilakukan melalui internet tanpa interaksi fisik antara penjual dan pembeli. E-commerce memberikan kenyamanan, efisiensi, dan fleksibilitas bagi konsumen serta membuka peluang bagi usaha kecil dan menengah untuk menjangkau pasar yang lebih luas. Penelitian ini bertujuan untuk menganalisis perilaku membeli impulsif di kalangan pengguna e-commerce di wilayah Jabodetabek, serta faktor-faktor yang mempengaruhinya. Penelitian ini menggunakan metode kualitatif deskriptif dengan mengumpulkan data secara online melalui quisoner dan terkumpul sebanyak 211 responden yang berada di wilayah jabodetabek. Hasil penelitian menunjukkan bahwa faktor psikologis dan emosional seperti kebosanan, tekanan emosional, stres, dan keinginan untuk mendapatkan kepuasan instan memainkan peran penting dalam keputusan pembelian impulsif. Selain itu, promosi menarik dan fitur interaktif di platform e-commerce turut memperkuat perilaku ini. Disarankan agar pengelola platform e-commerce mengembangkan strategi pemasaran yang tidak hanya mengandalkan aspek emosional, tetapi juga mendorong konsumen untuk membuat keputusan pembelian yang lebih bijaksana.
Keywords : Perilaku Membeli Impulsif; E-Commerce; Faktor Psikologis; Promosi; Konsumsi Jabodetabek.
Abstract
The development of digital technology has brought significant changes to various aspects of life, including consumer behavior, particularly in shopping activities. One of the major innovations of this digital transformation is the emergence of e-commerce, which enables buying and selling transactions to take place via the internet without physical interaction between sellers and buyers. E-commerce offers convenience, efficiency, and flexibility for consumers and opens up opportunities for small and medium enterprises to reach a broader market. This study aims to analyze impulsive buying behavior among e-commerce users in the Jabodetabek area and the factors influencing it. This research uses qualitative deskriptive method by collecting data online through questionnaires and collected 211 respondents who are in the Jabodetabek area. The results show that psychological and emotional factors such as boredom, emotional pressure, stress, and the desire for instant gratification play an important role in impulsive buying decisions. Furthermore, attractive promotions and interactive features on e-commerce platforms strengthen this behavior. It is recommended that e-commerce platform managers develop marketing strategies that do not solely rely on emotional aspects, but also encourage consumers to make more thoughtful purchasing decisions.
Keywords : Impulsive Buying Behavior; E-Commerce; Psychological Factors; Promotions; Jabodetabek Consumption.
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Copyright (c) 2026 fazl nawla ola, Luna Syah Putri, Rahmat Ikhwan, Sophia Cantika Putri, Rizka Zakiah
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