Determinan Pembelian Impuls Daring

Abstract

This study aims to examine the effect of the impulse buying impulse variable. The impulse to buy impulses is influenced by perceived pleasure. Perceived pleasure is influenced by the suitability of information with tasks and visual appeal. Data were obtained through questionnaires distributed to the people of Surakarta who had shopped online using cluster probability sampling. The sampling technique used was random sampling as many as 200 respondents. Hypothesis testing using structural equation modeling analysis (Structural Equation Modeling - SEM). The results showed that perceived pleasure had a positive effect on impulse buying. The suitability of information with the task has a positive effect on perceived pleasure. Visual attractiveness has a positive effect on perceived pleasure.
Keywords : impulse purchase encouragement, perceived pleasure, conformity of information
                  with tasks, visual attractiveness.