Abstract: Online impulse buying is one of the consumer behaviors in which consumers buy a certain product suddenly, spontaneously, and urgently based on affective and cognitive processes through exposure to online stimuli. Demographic factors (gender, age, education level, and income) are internal factors that can influence someone to make an impulse buying. In addition to demographic factors, perceived benefits of OVO e-money related to efficiency are thought to be the main predictor in strengthening or weakening the influence of demographic relationships on online impulse buying. This research was conducted in Denpasar City with 105 respondents. Data collection by distributing questionnaires and indicators used were 21 items, which were measured using a Nominal Scale and a Likert Scale. The data analysis technique used is Moderated Regression Analysis (MRA) and Chi-Square Analysis. The results of this study explain that demographics (gender and income) have a significant positive effect, while age has a significant negative effect on online impulse buying. The effect of education is not significant on online impulse buying. Perceived benefits of OVO e-money is a pure moderator variable that can strengthen the influence of gender, income and age, but weakens the effect of education on online impulse buying.
Keywords: demographics, online impulse buying, perceived benefits, e-money.
Title: Demographic Effect on Online Impulse Buying with Ovo E-Money as Moderator Variable
Author: Fitria Handayani, Gede Suparna
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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