ANALISIS PEMBELIAN PRODUK BARU YANG TIDAK DIRENCANAKAN PADA TOKO ONLINE (studi pada kaskus.us)

Abstract

This study analyzed the replication of unplanned purchases at online stores that
exist in the kaskus.us fjb seen from the intentions and consumers of psychological
factors as a stimulus, a case study at 77 kaskus.us fjb users. This study uses new
variable product knowledge, consumer's esteem, consumer's excitement, e-wom, on
impulse buying intention and impulse buying behavior. The study revealed that; new
product knowledge and consumer's excitement to have a positive relationship to impulse
buying intention. Note also that the new product knowledge, consumer's esteem, and
word of mouth have a positive relationship to impulse buying behavior. And also found
that a positive relationship to impulse buying on impulse buying behavior intention.