The influence of online customer shopping experience on online impulsive buying in e-commerce with attitudinal loyalty as a mediation variable

Hana Rizquna Nabela; Albari Albari

doi:10.20525/ijrbs.v12i6.2876

Authors

Hana Rizquna Nabela Master of Management Study Program, Faculty of Business and Economics, Universitas Islam Indonesia, Indonesia https://orcid.org/0009-0004-6933-3273
Albari Albari Department of Management, Business and Economics Faculty, Universitas Islam Indonesia, Yogyakarta https://orcid.org/0000-0001-6382-6676

DOI:

https://doi.org/10.20525/ijrbs.v12i6.2876

Keywords:

Online Customers Shopping Experience, Online Impulsive Buying, E-Commerce

Abstract

Psychological components of Online Customer's Shopping Experience (OCSE) on attitude loyalty and online impulsive buying in e-commerce. The research approach used is quantitative. The population was all Indonesian people who used and bought e-commerce products. The sample was determined using a non-probability sampling method with a convenience sampling technique. The number of samples is 470 respondents. Research data were analyzed using AMOS 24 software with Structural Equation Model (SEM) modeling. The results of SEM analysis showed that informativeness has a positive and significant effect on online impulsive buying, convenience has a positive and significant impact on online impulsive buying and attitude loyalty, and attitude loyalty has a positive and significant impact on online impulsive buying.

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