Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers?

  • Allysha Tiffany Wiranata International Undergraduate Class, Faculty of Economics and Business, Universitas Indonesia
  • Arga Hananto Department of Management, Faculty of Economics and Business, Universitas Indonesia


The prevalence of online shopping also gave rise to irrational shopping behavior like impulse buying, which makes up a large share of e-retailer revenue. This study’s objective was to analyze the factors that affect impulse buying (i.e., website quality, sales promotion, and fashion consciousness) within the context of apparel/fashion product purchase. Besides, this study also sought to examine the role of sales promotion in moderating the relationship between website quality and impulse buying. An online survey with a final sample size of 211 respondents was carried out using Google Forms and analyzed with Confirmatory Factor Analysis and multiple regression analysis (using R Statistical Software) to analyze four hypotheses. The result indicated that website quality did not affect impulse buying, while sales promotion and fashion consciousness was found to affect impulse buying positively. However, the role of website quality was still critical, since it still played a role as a hygiene factor. Once website quality interacted with sales promotion, it could positively affect impulse buying.

Keywords: fashion consciousness, impulse buying, sales promotion, website quality


Download data is not yet available.


Akram, U., Hui, P., Khan, M. K., Saduzai, S. K., Akram, Z., & Bhati, M. H. (2017). The plight of humanity: Online impulse shopping in China. Human Systems Management, 36(1), 73–90.

Bachdar, S. (2018). Lima Kota Indonesia dengan Jumlah Pembelanja Online Terbesar. Retrieved January 26, 2019, from

Badgaiyan, A. J., & Verma, A. (2015). Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors. Journal of Retailing and Consumer Services, 22, 145–157.

Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94.

Beaujean, A. A. (2014). Latent variable modeling using R: A step-by-step guide. Latent Variable Modeling Using R: A Step-by-Step Guide.

Bellini, S., Cardinali, M. G., & Grandi, B. (2017). A structural equation model of impulse buying behaviour in grocery retailing. Journal of Retailing and Consumer Services, 36, 164–171.

Chen, C. C., & Yao, J. Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1249–1262.

Chen, J. V., Su, B. C., & Widjaja, A. E. (2016). Facebook C2C social commerce: A study of online impulse buying. Decision Support Systems, 83, 57–69.

Dawson, S., & Kim, M. (2009). External and internal trigger cues of impulse buying online. Direct Marketing, 3(1), 20–34.

Eriksson, N., Rosenbröijer, C.-J., & Fagerstrøm, A. (2017). The relationship between young consumers’ decision-making styles and propensity to shop clothing online with a smartphone. Procedia Computer Science, 121, 519–524.

Euromonitor International. (2018). Internet Retailing in Indonesia.

Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425–439.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis. Edinburgh: Pearson Education Limited.

Leong, L.-Y., Jaafar, N. I., & Ainin, S. (2018). The effects of Facebook browsing and usage intensity on impulse purchase in f-commerce. Computers in Human Behavior, 78, 160–173.

Lertwannawit, A., & Mandhachitara, R. (2012). Interpersonal effects on fashion consciousness and status consumption moderated by materialism in metropolitan men. Journal of Business Research, 65(10), 1408–1416.

Liao, S. L., Shen, Y. C., & Chu, C. H. (2009). The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behaviour. International Journal of Consumer Studies, 33(3), 274–284.

Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829–837.

Lo, L. Y. S., Lin, S. W., & Hsu, L. Y. (2016). Motivation for online impulse buying: A two-factor theory perspective. International Journal of Information Management, 36(5), 759–772.

Loiacono, E., Watson, R., & Goodhue, D. (2007). WebQual: An Instrument for Consumer Evaluation of Web Sites. International Journal of Electronic Commerce, 11(3), 51–87.

Madhavaram, S. R., & Laverie, D. A. (2004). Exploring Impulse Purchasing on the Internet Exploring Impulse Purchasing on the Internet. Association for Consumer Research, 31(31), 59–66.

Mittal, S., Sondhi, N., & Chawla, D. (2018). Process of Impulse Buying: A Qualitative Exploration. Global Business Review, 19(1), 131–146.

Nunnally, J. C. (1978). Psychometric theory. McGraw-Hill.

O’Cass, A., Lee, W. J., & Siahtiri, V. (2013). Can Islam and status consumption live together in the house of fashion clothing? Journal of Fashion Marketing and Management, 17(4), 440–459.

Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer’s urge to buy impulsively. Information Systems Research, 20(1), 60–78.

Park, E. J., Kim, E. Y., & Forney, J. C. (2006). A structural model of fashion-oriented impulse buying behavior. Journal of Fashion Marketing and Management, 10(4), 433–446.

Park, E. J., Kim, E. Y., Funches, V. M., & Foxx, W. (2012). Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of Business Research, 65(11), 1583–1589.

Prihantoro, W. P., Satria, A., & Hartoyo, H. (2018). The Determinant Factors of Behavior in M-Commerce Application Usage for Online Purchasing. Indonesian Journal of Business and Entrepreneurship, 4(2).

R Core Team. (2013). R: A language and environment for statistical computing. Vienna: R Foundation for Statistical Computing. Retrieved from

Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189.

Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305.

Roseel, Y. (2012). lavaan: An R Package for Structural Equation Modeling. Journal of Statistical Software, 48(2), 1–36. Retrieved from

Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2018). Marketing Real People Real Choices (9th ed.). Pearson Education Limited.

Sproles, G. ., & Kendall, E. . (1986). The Methodology of Profiling Consumers’ Decision-Making Styles. The American Council on Consumer Interests, 20(2), 267–279.

Sundström, M., Hjelm-Lidholm, S., & Radon, A. (2019). Clicking the boredom away – Exploring impulse fashion buying behavior online. Journal of Retailing and Consumer Services, 47, 150–156.

Turkyilmaz, C. A., Erdem, S., & Uslu, A. (2015). The Effects of Personality Traits and Website Quality on Online Impulse Buying. Procedia - Social and Behavioral Sciences, 175, 98–105.

Verplanken, B., & Sato, A. (2011). The Psychology of Impulse Buying: An Integrative Self-Regulation Approach. Journal of Consumer Policy, 34(2), 197–210.

Wells, J., Parboteeah, V., & Valacich, J. (2011). Online Impulse Buying: Understanding the Interplay between Consumer Impulsiveness and Website Quality. Journal of the Association for Information Systems, 12(1), 32–56.

How to Cite
WiranataA. T., & HanantoA. (2020). Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers?. Indonesian Journal of Business and Entrepreneurship (IJBE), 6(1), 74.