Impulsive Online Buying Behavior: The Influence of Website Personality, Online Customer Trust, and Online Sales Promotion

Online buying has become more impulsive. Indonesians can shop online with a few clicks thanks to ecommerce and technology. This research explores the influence of website personality, online customer trust, and online sales promotion in comprehending online impulsive buying behaviour. This research method uses structural equation modelling (SEM) and purposive sampling for data collection. The study sample comprised 238 Shopee and Tokopedia users who made spontaneous purchases and data analysis with Smart-PLS. The study indicates that a website’s personality does not substantially influence impulsive online purchasing. Customers are less likely to make impulsive purchases more often if they do not consider the website’s personality as interesting, likable, and consistent with their tastes. In addition, internet buyers’ trust plays a crucial part in influencing their impulsive purchasing behaviour. Customers with high confidence in a website are likelier to make purchases on a whim. God sales marketing might promote online impulsive purchases. This study adds to our knowledge of the elements that impact online impulsive purchasing. In this context, online customer trust and sales promotion play a significant role in understanding and explaining impulsive online buying, but website personality does not. The findings of this research may serve as a foundation for developing marketing tactics that are more successful at driving online impulsive purchases and boosting sales performance in a digital environment.