Open AccessDETERMINAN IMPULSIVE BUYING BEHAVIOR PEMBELIAN PRODUK FASHION MUSLIM PADA MARKETPLACE ERA NEW NORMAL DI MADIUN
Author(s) -
Uswatun Kasanah,
Khusnul Fikriyah
Publication year - 2022
Publication title -
jurnal ekonomika dan bisnis islam
Language(s) - English
Resource type - Journals
ISSN - 2686-620X
DOI - 10.26740/jekobi.v4n3.p53-68
Subject(s) - nonprobability sampling , situational ethics , religiosity , advertising , purchasing , population , psychology , statistics , marketing , business , mathematics , social psychology , demography , sociology
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 linear regression analysis are used in hypothesis testing. Based on the research results, the consumer characteristics and situational 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.