Journal of Legal, Ethical and Regulatory Issues (Print ISSN: 1544-0036; Online ISSN: 1544-0044)


Correlation between Impulsive Buying and Customer Satisfaction on Online Purchase "X"

Author(s): Sarah Logianti Diani, Ratna Jatnika, Nurul Yanuarti

 Impulsive buying is a purchase of goods that are not approved by the individual, relatively quickly, and suddenly there is a strong urge to buy goods and stimulated by emotional factors. The convenience of online shopping makes the phenomenon of impulsive buying increase. Impulsive buying has become a phenomenon, especially among teenagers, while college students are included. However, impulsive buying activities do not only bring satisfaction but also bring more dissatisfaction. The purpose of this study is to study whether there is a relationship between impulsive buying and customer satisfaction with online clothing purchases at Shopping Site “X” for college students. The research design used was non-experimental with the correlational method. A total of 50 college students became the respondents in this study. Data obtained through a questionnaire measuring instrument based on impulsive buying theory from Rook & Fisher (1995) and satisfaction theory from Oliver (2010). The data obtained is analysed using a Spearman rank correlation test. The results showed that there was no relationship between impulsive buying and consumer satisfaction (r=-0.078; p=0.591). However, there is a negative relationship between psychological imbalance and consumer satisfaction (rs=0.049; p=-0.280). It has a meaning that the higher the level of psychological imbalance, the lower the level of customer satisfaction. 

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