With the increased usage of the Internet in Indonesia, there is also a surge in the use of electronic commerce, often known as e-commerce, which has lately gained popularity. This is one of the factors of the Covid-19 pandemic that is currently hitting Indonesia. This causes many changes in the daily activities and behavior of consumers. This also affects the impulsive nature of consumers with the ease, completeness and quality of prices offered by e-commerce.
This study was carried out to ascertain the effect off Website Quality (Usefullness, Easeeof Use, Entertainment and Complimentary Relationship) at Shopee Indonesia on Online Impulsive Buying Behavior moderated by Sales Promotion at Shopee Indonesia and Credit Card Usage by Shopee Indonesia customers.
This study uses quantitative methods with causal analysis. Sampling using non-probability sampling with purposive sampling type. In this study, data was collected through sending online questionnaires that were afterwards filled up by respondents, as well as by employing theories and data from books and journals. In this study, 275 respondents who used the Shopee Indonesia website were required. The data analysis technique in this study uses SmartPLS 3.0 which produces the outer model and dinner model testing.
The results of the study show that three of the five hypotheses are accepted. This study shows that Website Quality has a positive significant effect on Online Impulse Buying Behavior and Sales Promotion has a positive significant effectton Online Impulse Buying Behavior. And credit card use also shows a positive significant effect on Online Impulse Buying Behavior. However, in there sult soft his study shows that, sales promotion and Credit Card Use were not positive significant moderate the relationship between website quality and Online Impulse Buying Behavior.
The Suggestion in this research are the Shopee should improve further in term of their Website Quality, Sales Promotion and the Use of Credit Card at Shopee Website. Which explained in the conclusion and suggestion chapter.
Keywords: E-commerce, Website Quality, Sales Promotion, Credit Card Use, Online Impulsive Buying Behavior.