Authors : Zihad Akbar Karyadi; Sulhaini; Lalu Edy Herman Mulyono

Volume/Issue : Volume 8 - 2023, Issue 12 - December

Google Scholar : https://tinyurl.com/2d8vhczt

Scribd : https://tinyurl.com/mrwu9bs6

DOI : https://doi.org/10.5281/zenodo.10401393

Abstract : This study examines how flash sales, conspicuous spending, and user-generated content affect impulsive purchases in e-commerce, using pay later as a moderation variable. This kind of research uses an associative-causal methodology and is quantitative in nature. The study's population consists of an unidentified number of Indonesians who regularly purchase online. In this study, 100 participants served as samples. Non- probability sampling was the method employed for sampling in this investigation. Using SMART PLS 4.0 software, a Structural Equation Model (SEM) technique based on partial Least Square (PLS) was applied for data analysis in this study. The results prove that (1) User- generated content has a significant effect on impulsive buying. (2) Conspicuous consumption has no significant effect on impulsive buying. (3) Flash sales have a significant effect on impulsive buying. (4) Pay later does not strengthen the influence of user-generated content on impulsive buying. (5) Pay later strengthens the influence of conspicuous consumption on impulsive buying. (6) Pay later strengthens the influence of flash sales on impulsive buying.

Keywords : Consumer Behavior, Impulse Buying, User- Generated Content, Conspicuous Consumption, Flash Sale, Pay Later.