FACTORS AFFECTING IMPULSIVE PURCHASES AMONG ONLINE BUYERS IN MASJID TANAH, MELAKA

Abstract

This article aims to discuss research related to factors that influence consumer purchasing behavior among social media users based on the Purchasing Intention Model (PIM) and the Theory of Planned Behavior Model (TPBM). Masjid Tanah, Melaka are the city of tourism attractive place and among a higher contribution of online purchasing during a pandemic COVID-19 . Respondents were online buyers who were randomly selected according to google form receivers, a total of 250 respondents. The data obtained will be analyzed using the Statistical Package for Social Science (SPSS) version 25.0 software which includes descriptive data, correlation analysis, regression analysis and mean scores used to find out which factors are more motivating with the dependent variable. The findings of the study show the factors that influence consumer purchasing intentions among respondents, Store environment factor, promotion factors and product features factor. The result of this study is to find out the extent to which personal attitude factors, subjective norms and behavioral control are able to influence purchasing intentions among online buyers.

Keywords: Purchasing Intention, Personal Attitude, Subjective Norm, Behavioral Control.