DETERMINANTS OF IMPULSIVE BUYING ON COMPULSIVE BUYING IN E-COMMERCE: A STUDY ON COLLEGE STUDENTS IN JABODETABEK

Abstract

This research aims to determine the influence of impulsive buying on compulsive buying. There are 5
variables in this research: hedonic shopping motivation, financial literacy, materialism, impulsive
buying, and compulsive buying. Data collection was carried out in Jakarta from December 2023. The
data was collected through the distribution of online questionnaires using the purposive sampling
method. The method used in this research is the survey method. The data used in this research is
quantitative data using path analysis. The population in this study was 228 students from all over
Jabodetabek. The data analysis techniques employed for processing the data included validity and
reliability tests using SPSS software, and Structural Equation Modeling (SEM) using AMOS 26 software.
The results of this research are: (1) there is a positive and significant influence hedonic shopping
motivation on impulsive buying, (2) there is a negative and significant financial literacy on impulsive
buying, (3) there is a positive and significant influence materialism on impulsive buying, (4) there is no
significant financial literacy on compulsive buying, (5) there is no significant materialism on compulsive
buying, (6) there is a positive and significant influence impulsive buying on compulsive buying.