Djamha i, Shi in Is ikha a; Mus ika, Ma ina Dwi; Sjabadhyni, Be ina; Nda u, Ali
Ramadian Puspa
A icle
Impulsi e buying in he digi al age: in es iga ing he
dynamics o sales p omo ion, FOMO, and digi al paymen
me hods
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: Djamha i, Shi in Is ikha a; Mus ika, Ma ina Dwi; Sjabadhyni, Be ina; Nda u, Ali
Ramadian Puspa (2024) : Impulsi e buying in he digi al age: in es iga ing he dynamics o sales
p omo ion, FOMO, and digi al paymen me hods, Cogen Business & Managemen , ISSN 2331-1975,
Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp. 1-16,
h ps://doi.o g/10.1080/23311975.2024.2419484
This Ve sion is a ailable a :
h ps://hdl.handle.ne /10419/326639
S anda d-Nu zungsbedingungen:
Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen
Zwecken und zum P i a geb auch gespeiche und kopie we den.
Sie dü en die Dokumen e nich ü ö en liche ode komme zielle
Zwecke e iel äl igen, ö en lich auss ellen, ö en lich zugänglich
machen, e eiben ode ande wei ig nu zen.
So e n die Ve asse die Dokumen e un e Open-Con en -Lizenzen
(insbesonde e CC-Lizenzen) zu Ve ügung ges ell haben soll en,
gel en abweichend on diesen Nu zungsbedingungen die in de do
genann en Lizenz gewäh en Nu zungs ech e.
Te ms o use:
Documen s in EconS o may be sa ed and copied o you pe sonal
and schola ly pu poses.
You a e no o copy documen s o public o comme cial pu poses, o
exhibi he documen s publicly, o make hem publicly a ailable on he
in e ne , o o dis ibu e o o he wise use he documen s in public.
I he documen s ha e been made a ailable unde an Open Con en
Licence (especially C ea i e Commons Licences), you may exe cise
u he usage igh s as speci ied in he indica ed licence.
h ps://c ea i ecommons.o g/licenses/by/4.0/
Cogen Business & Managemen
ISSN: 2331-1975 (Online) Jou nal homepage: www. and online.com/jou nals/oabm20
Impulsi e buying in he digi al age: in es iga ing
he dynamics o sales p omo ion, FOMO, and
digi al paymen me hods
Shi in Is ikha a Djamha i, Ma ina Dwi Mus ika, Be ina Sjabadhyni & Ali
Ramadian Puspa Nda u
To ci e his a icle: Shi in Is ikha a Djamha i, Ma ina Dwi Mus ika, Be ina Sjabadhyni & Ali
Ramadian Puspa Nda u (2024) Impulsi e buying in he digi al age: in es iga ing he dynamics
o sales p omo ion, FOMO, and digi al paymen me hods, Cogen Business & Managemen ,
11:1, 2419484, DOI: 10.1080/23311975.2024.2419484
To link o his a icle: h ps://doi.o g/10.1080/23311975.2024.2419484
© 2024 The Au ho (s). Published by In o ma
UK Limi ed, ading as Taylo & F ancis
G oup
Published online: 26 Oc 2024.
Submi you a icle o his jou nal
A icle iews: 12329
View ela ed a icles
View C ossma k da a
Ci ing a icles: 5 View ci ing a icles
Full Te ms & Condi ions o access and use can be ound a
h ps://www. and online.com/ac ion/jou nalIn o ma ion?jou nalCode=oabm20
Ma ke ing | esea ch a icle
Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2419484
Impulsi e buying in he digi al age: in es iga ing he dynamics o
sales p omo ion, FOMO, and digi al paymen me hods
shi in is ikha a Djamha i, Ma ina Dwi Mus ika , Be ina sjabadhyni and ali amadian
Puspa nda u
Facul y o Psychology, uni e si as indonesia, Depok, Jawa Ba a , indonesia
ABSTRACT
he widesp ead use o sma phones and in e ne connec i i y in indonesia has
encou aged he eme gence o digi al paymen phenomena, namely e-walle s and
Payla e , which a e expec ed o con inue o g ow in line wi h he end o inancial
digi aliza ion. Despi e hei con enience, hese paymen me hods can con ibu e o
impulse pu chases, especially among he younge gene a ion. his esea ch, which
includes wo s udies, aims o p o ide insigh s in o socie al impulse buying dynamics.
he i s s udy su eyed 360 pa icipan s o examine he in luence o Payla e as a
mode a o o sales p omo ions and he ea o missing ou (FOMO) on impulsi e
buying beha io . analysis using aMOs so wa e e eals posi i e mode a ion in sales
p omo ions (p < 0.05); howe e , FOMO is no signi ican ly mode a ed (p > 0.05). he
second s udy used an expe imen al igne e me hod wi h a p omo ional pos e o
examine he e ec o sales p omo ions (mone a y and non-mone a y) and he choice
o digi al paymen me hods (Payla e and e-walle s) on impulsi e buying endencies in
559 pa icipan s. i e eals ha non-mone a y p omo ions (M = 26.501) and Payla e
(M = 26.490) in luence impulsi e buying mo e, bu hey do no do so when bo h a e
p esen simul aneously. his pape discusses he implica ions and o e s ecommenda ions
o u u e esea ch.
In oduc ion
he g ow h o e-comme ce in indonesia has led o he de elopmen o a digi al paymen ecosys em ha
includes bank ans e s, elec onic walle s (e-walle s), and Payla e . a su ey by Uni ed O e seas Bank, Pwc
singapo e, and he singapo e Fin ech associa ion published in Fin ech in asia (Fin ech in asean, 2022)
ound ha indonesia’s in ech ecosys em is he la ges in he sou heas asia egion in e ms o he numbe
o use s. One in h ee indonesians uses an e-walle as hei p ima y paymen me hod, ollowed by Payla e .
he ansac ions made h ough e-walle s in 2022 eached iD 27.1 illion (angg aeni, 2022), and Payla e
is expec ed o achie e 30% g ow h in 2028 (se iaji, 2022). i is es ima ed ha wi h he inc easing end o
inancial digi aliza ion, he duo will con inue o g ow because o he ease o hei use o online consume s
(P a ika e al., 2021). Payla e , which unc ions simila ly o a c edi ca d bu o e s mo e accessible loan
e ms, has eme ged as a use ul op ion o e-comme ce consume s, o e ing in e es - ee ins allmen pay-
men s wi h minimal ees (Di Maggio e al., 2022; ge ans e al., 2022). an e-walle is a digi al ool ha
s o es elec onic unds ecei ed h ough mobile banking se ices and acili a es inancial ansac ions (lee
e al., 2023; sunny & geo ge, 2018). he con enience and bene i s ha consume s pe cei e while pu chas-
ing p oduc s h ough hese wo paymen sys ems can in luence impulsi e buying (cha e jee & ose, 2012;
handayani & ahyuda, 2020; hilmi & P a ika, 2021; lee e al., 2023; sa i, 2021).
impulsi e buying, a pu chase made quickly and spon aneously wi hou any in en ion p io o he
pu chase, has p o en o be p o i able o selle s. he e o e, ma ke e s ac i ely seek o encou age his
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Ma ina Dwi Mus ika ma [email p o ec ed] Facul y o Psychology, uni e si as indonesia, Kampus Ba u Depok, Depok,
Jawa Ba a 16424, indonesia
h ps://doi.o g/10.1080/23311975.2024.2419484
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 20 Feb ua y
2024
e ised 7 June 2024
accep ed 16 Oc obe
2024
KEYWORDS
Buy now pay la e ; digi al
paymen ; FOMO; e-walle ;
impulsi e buying;
p omo ion
SUBJECTS
consume Psychology;
economic Psychology;
Mul idisciplina y
Psychology
2 s. i. DJaMha i e al.
beha io h ough comp ehensi e ma ke ing s a egies, including he ou Ps: p oduc , p ice, placemen ,
and p omo ion (Bandyopadhyay e al., 2021; Bea y & Fe ell, 1998). among hese ac o s, sales p omo-
ion is one o he mos esea ched because i is a ma ke ing ac ic wi h he g ea es in luence on pu -
chase decisions (Mandol o e al., 2022; od igues e al., 2021). sales p omo ions can also e oke he
eeling known as he ea o missing ou (FOMO) (al ina e al., 2023), which is d i en by a sense o
u gency and exclusi i y in owning a p oduc o se ice (hodkinson, 2019). consume s who expe ience
FOMO end o ollow he la es ends and eel ha hey a e aking ad an age o ends o ac i i ies.
his pe cep ion pushes hem o buy p oduc s impulsi ely o keep up wi h ends (good & hyman, 2020).
a ound 60% o millennial consume s make an immedia e pu chase wi hin 24 hou s o expe iencing
FOMO (ho , 2024).
gi en he inc easing impo ance o sales p omo ions, FOMO, and paymen me hods in impulsi e buy-
ing, he e emains a pauci y o esea ch examining he e ec o paymen me hods, especially Payla e ,
on he ela ionship be ween sales p omo ions, FOMO, and impulsi e buying. Payla e was chosen as he
main subjec o his esea ch because, unlike e-walle s, he e has been no signi ican esea ch on Payla e
despi e i gene a ing mass in e es in indonesia’s digi al paymen ealm. Fu he esea ch on his subjec
is ele an in indonesia because, apa om he ela i ely ecen eme gence o he digi al paymen
me hod, he popula ion s ill has a low le el o inancial li e acy, inc easing he isk o hei becoming
deb - idden as a esul o impulsi e buying. in 2019, he indonesian Financial se ices au ho i y su ey
ound ha indonesia sco ed 38.03% on he inancial li e acy index and 76.19% on he inancial inclusion
index, indica ing a signi ican gap in people’s unde s anding o he inancial se ices a ailable (Mu hia,
2022). Meanwhile, he apid g ow h o in e ne usage has made indonesia a as -g owing digi al econ-
omy in sou heas asia (Wo ld Bank g oup, 2023). his has encou aged he widesp ead adop ion o dig-
i al paymen s and e-walle s, pa icula ly in online shopping. hus, his esea ch ills a gap in he exis ing
li e a u e and makes a no able con ibu ion o ma ke e s, consume s, and policymake s in compiling
consume p o ec ion egula ions agains excessi e impulsi e pu chases.
Li e a u e e iew and hypo hesis de elopmen
Impulsi e buying
impulsi e buying has se e al cha ac e is ics. i is unplanned and occu s wi h an impulse ha eme ges
a e exposu e o a s imulus. he buying decision is made impulsi ely in a s o e o in a place whe e a
pe son encoun e s a s imulus. in addi ion, i can be in luenced by consume s’ cogni i e cha ac e is ics o
emo ional s a es (a slan, 2015). s imuli can be in he o m o discoun s, displays, o ad e isemen s
(Madhu e al., 2022). impulsi e buying can be ela ed o demog aphic ac o s, such as gende , age,
income, and educa ion (awan & abbas, 2015; sun & Wu, 2011).
as a p ecu so o impulsi e buying beha io , impulsi e buying endencies a e ela i ely s able and
highly consis en , and hey ha e signi ican p edic i e powe o impulsi e buying beha io (Wang e al.,
2022). impulsi e buying endencies encou age consume s o buy p oduc s o a ious ypes simul ane-
ously, ega dless o he bene i s hey o e . indi iduals wi h high impulsi e buying endencies a e mo e
likely o engage in impulsi e buying beha io han hose wi h lowe impulsi e buying endencies
(Bandyopadhyay, 2017; Wang e al., 2022). al hough ma ke e s o en push impulsi e buying because i
is ha mless, excessi e impulsi e buying can lead o ad e se inancial ou comes, such as o e spending
and a deb bu den (ag awal, 2018; Fen on-O’c ee y e al., 2018).
Sales p omo ion
One o he mos esea ched opics on he ac o s in luencing impulsi e buying is sales p omo ion, which
is e lec ed in incen i e ools aimed a encou aging as e o la ge pu chases o ce ain p oduc s o
se ices (Mandol o e al., 2022). sales p omo ion inc eases consume s’ desi e o pu chase (Bandyopadhyay
e al., 2021). he bene i s o p omo ions a e no limi ed o p ice sa ings. hey also p o ide consume s
wi h bene i s, such as highe p oduc quali y and shopping con enience (chandon e al., 2000). P omo ion
can be di ided in o ou ca ego ies, he cha ac e is ics o which depend on hei espec i e a ibu es,
cOgen BUsiness & ManageMen 3
such as he o m o he ewa d (mone a y o non-mone a y) and he iming o g a i ica ion (immedia e
o delayed) (Bandyopadhyay e al., 2021; Mandol o e al., 2022).
Va ious esea ch indings ha e con i med ha consume s end o be mo e impulsi e when he e a e
sales o p oduc discoun s. in insic ewa ds in sales p omo ions a e o en ci ed as a d i ing ac o o
impulsi e buying online and o line (Mandol o e al., 2022). Badgaiyan and Ve ma (2015) and ak am e al.
(2018) obse ed a ela ionship be ween c edi ca ds, sales p omo ions, and impulsi e pu chases. s udies
by Bandyopadhyay e al. (2021) and liao e al. (2009) ound ha ins an g a i ica ion p omo ions a e
mo e impo an o impulsi e buying. howe e , hey did no speci y whe he he p omo ion could be
mone a y o non-mone a y. al hough hese s udies ha e examined he ela ionship be ween sales p o-
mo ion and impulsi e buying, esea ch has ye o explo e which ypes o sales p omo ion encou age
impulsi e buying (Bandyopadhyay e al., 2021; Mandol o e al., 2022). he e o e, his esea ch will aise
u he ques ions abou sales p omo ion, p ima ily mone a y and non-mone a y p omo ion me hods.
examples o cash sales p omo ions include discoun s, cashbacks, addi ional p oduc s, and coupons. he
non-mone a y o m o sales p omo ion consis s o gi ing p izes, bonuses, oppo uni ies o win con es s,
and sweeps akes o pu chasing p oduc s (Bandyopadhyay e al., 2021; chandon e al., 2000; Mandol o,
2021; sinha & Ve ma, 2017).
h1a: sales p omo ion has a posi i e e ec on impulsi e buying.
Fea o Missing ou
Fea o Missing Ou (FOMO) is a ma ke ing phenomenon and can be in e p e ed as he wo y ha some-
one migh miss some hing wo hwhile o enjoyable ha o he s a e expe iencing (P zybylski e al., 2013).
conce ns abou no pa icipa ing in o he people’s expe iences o owning p oduc s a e inc easingly uel-
ing he g ow h o he FOMO phenomenon. he e o e, he g ow h o he FOMO phenomenon is closely
ela ed o he hea y use o social ne wo ks, whe e use s can see wha o he people a e doing and
ha ing in eal ime (Ba y & Wong, 2020; Çelik e al., 2019).
Belie ing ha an expe ience will be bene icial and ewa ding can lead o he eeling o FOMO
(good & hyman, 2020). ad e ise s c ea e he imp ession o p oduc sho ages using ph ases such as
‘limi ed o e ’, ‘only alid o a limi ed ime’, and ‘limi ed quan i y’. hese ph ases ha e p o ed e ec i e
in d i ing demand o p oduc s and FOMO endencies. his pe cep ion o sca ci y can lead o an
inc ease in he alue o goods owned (lim, 2016) and make FOMO mo e e ec i e (hodkinson, 2019).
gene ally, he eeling o FOMO leads o an emo ional esponse ha in luences pu chase decisions
(good & hyman, 2020).
h2: FOMO has a posi i e e ec on impulsi e buying.
Digi al paymen me hod
Payla e is a paymen sys em ha allows consume s o buy a p oduc o se ice wi hou paying he ull
amoun . acco ding o he ag eemen , consume s only ha e o pay in ins allmen s o pay wi hin a ce ain
ime (ge ans e al., 2022). e-walle s s o e elec onic money om mobile banking se ices and conduc
ansac ions (lee e al., 2023; sunny & geo ge, 2018). Based on p e ious s udies, hese wo cashless
paymen sys ems can in luence he le el o impulsi e buying, as consume s pe cei e con enience and
bene i s when pu chasing p oduc s (cha e jee & ose, 2012; hilmi & P a ika, 2021; lee e al., 2023; sa i,
2021). P adhan e al. (2018) assumed ha consume s’ impulse con ol may weaken because cashless
paymen s a e conside ed painless compa ed wi h cash paymen s.
Because Payla e pos pones and sp eads paymen s o e a longe pe iod, using Payla e can lowe he
pe cei ed cos o a pu chase, he eby educing he immedia e inancial impac and he pain o paying
he p ice immedia ely (Mahmud & Fa ikhah, 2023). addi ionally, Payla e can enable consume s o pu -
chase i ems ha hey may no o he wise be able o a o d o o which hey would need o sa e.
he e o e, Payla e can inc ease he accessibili y and a o dabili y o shopping, which can igge impul-
si e buying in consume s h ough FOMO. he a ailabili y o Payla e and sales p omo ions can also
4 s. i. DJaMha i e al.
inc ease he pe cei ed bene i o he pu chase by o e ing a ious incen i es, such as a lowe p ice, a
gi , o a ewa d, ha can encou age consume s o make impulsi e pu chases (Bandyopadhyay e al., 2021).
h3: Payla e posi i ely mode a es he ela ionship be ween sales p omo ion and impulsi e buying.
h4: Payla e posi i ely mode a es he ela ionship be ween FOMO and impulsi e buying.
con e sely, s udies by Pa ameswa an and islam (2022) and sa i (2021) ound a posi i e ela ionship be ween
he use o e-walle s and impulsi e beha io . his means ha he mo e equen ly consume s use e-walle s, he
g ea e hei endency o make impulsi e pu chases. his may be because he use o e-walle s acili a es shop-
ping and o e s many p omo ions o incen i es ha come om using e-walle s, hus encou aging compulsi e
beha io (sa i, 2021). e-walle s a e also belie ed o educe pe cep ions o he cos o buying and inc ease he
pe cei ed bene i o buying, which can lead o impulsi e pu chases (Pa ameswa an & islam, 2022).
al hough he e has been esea ch examining he ela ionship be ween he wo paymen me hods and
impulsi e buying, a compa ison o he e ec i eness o he wo paymen me hods has ye o be con-
duc ed, despi e he wo sys ems ha ing di e en na u es in e ms o money owne ship. he e o e, his
esea ch will be ollowed by ano he s udy compa ing digi al paymen me hods and sales p omo ion
ypes in e ms o hei in luence on impulsi e buying.
h5: he e is a signi ican e ec o he ype o sales p omo ion on impulsi e buying.
h6: he e is a signi ican e ec o he choice o digi al paymen me hod on impulsi e buying.
h7: he e is a signi ican in e ac ion e ec o sales p omo ion and paymen me hod on impulsi e buying.
S udy 1
Me hod
he measu emen ools used in he i s s udy we e se en i ems om impulsi e buying (Mandol o e al.,
2022), including, ‘i o en buy hings spon aneously when using Payla e ’, and ‘When using Payla e , i o en
buy hings wi hou hinking’. sales p omo ions use i e elemen s o sale p opensi y (Mandol o e al., 2022),
such as ‘When i buy some hing ha ’s on sale wi h Payla e , i eel like i am ge ing a good deal’. he Payla e
ques ionnai e consis s o h ee i ems adap ed om p e ious measu ing ins umen s using c edi ca ds
(Badgaiyan & Ve ma, 2015), such as ‘i gene ally use Payla e ’. o measu e FOMO, -FOMO ques ionnai e was
used. he ques ionnai e has 5 i ems, including "i become anxious du ing a sale and end o buy mo e han
i ac ually need"; and "i ha e he habi o accep ing appoin men s e en hough my schedule is ull o ea o
missing ou " (lim, 2016). all i ems we e measu ed using se en scales, anging om 1 (s ongly disag ee) o 7
(s ongly ag ee). he measu emen ins umen used in his s udy was e i ied o eliabili y, alidi y, and i em
analysis based on p e ious s udies. all measu emen ools we e also adap ed o he con ex o his esea ch
and indonesian condi ions, ollowing he p ocedu e sugges ed by sousa and ojjanas i a (2011).
Based on p e ious esea ch on impulsi e buying, pa icipan s in his s udy we e equi ed o be aged
18 o 35 yea s (Millenial and gene a ion Z) and ha e expe ience wi h Payla e and e-walle s (awan &
abbas, 2015; Badgaiyan & Ve ma, 2015; Mandol o, 2021). Pa icipan s we e ec ui ed acco ding o con e-
nience sampling echniques and he pa icipan s’ a ailabili y and sui abili y. he sampling echnique was
chosen because i is di icul o ob ain a lis o Payla e and e-walle use s o pe o m p obabili y sam-
pling. in addi ion, he loca ion o he a ge pa icipan s was sp ead ac oss a wide geog aphical a ea. his
me hod is consis en wi h p e ious s udies in he same con ex (Badgaiyan & Ve ma, 2015; Madhu e al.,
2022). links o comple e he ques ionnai e we e p o ided online h ough social ne wo ks (e.g. wi e ,
ins ag am, Facebook, linkedin, eleg am, and Wha sapp). he da a we e collec ed h ough he Zoho
online ques ionnai e pla o m om ap il 16 o May 5, 2023.
o ob ain consen , all pa icipan s mus ha e comple ed he w i en consen o m be o e pa icipa ing
in he s udy. he consen included a b ie explana ion o he pu pose o he esea ch, hei eedom o
pa icipa e in he s udy, possible isks, he con iden iali y o da a, and in o ma ion abou he lo e y
compensa ion hey could ecei e, including hei eedom o pa icipa e in he lucky d aw o no .
hey we e asked o ill ou demog aphic da a be o e comple ing he ques ionnai e. in addi ion o
cOgen BUsiness & ManageMen 5
demog aphic ques ions, a andom p esen a ion o he measu ing ins umen i ems was pe o med o
a oid bias. in his s udy, 50 lucky pa icipan s d awn andomly had al eady ecei ed elec onic money
wo h iD 50,000, which was ans e ed a e he su ey was closed. in his s udy, 486 pa icipan s com-
ple ed he ques ionnai e. a e da a cleaning, he inal numbe o pa icipan s was 360 (Mage = 22.99, sD
= 3.340, male = 30.2%, emale = 69.7%) whose da a could be p ocessed in his esea ch. Based on he
popula ion, acco ding o B ysbae (2019), a minimum sample size o 260 is equi ed. com ey and lee
(1992) ound ha a sample size o o e 500 is e y good (100 = poo , 200 = ai , 300 = good, 500 = e y
good, and 1,000 o mo e = excellen ).
Da a analysis and esul
al hough he eliabili y and alidi y o he measu ing ins umen ha e been es ed in p e ious esea ch,
c onbach’s alpha and McDonald’s omega es s we e conduc ed o e i y he eliabili y o he measu ing
ins umen o his esea ch ( able 1). Mos measu ing ins umen s showed excellen eliabili y indices,
while he use o Payla e can be ca ego ized as mode a e (hin on e al., 2014). Pa h analysis and model
es ing we e hen pe o med. We es ed ou hypo heses using aMOs ( e sion 29, maximum likelihood
i ing). he model i was adequa e (likelihood a io (p- alue) = 0.921 ( i > 0.05), goodness o i index
(gFi) = 1 (≥ 0.95 a pe ec i ), adjus ed goodness o i index (agFi) = 0.998 (≥ 0.90 accep able i ),
compa a i e i index (cFi) = 1 (≥ 0.95 excellen i ), and oo mean squa e e o o app oxima ion
( Msea) = 0.000 (≥ 0.05 easonable i ) (hoope e al., 2008)).
he esul s o he pa h analysis (see Figu e 1) show ha he e is a signi ican in luence on he ela ion-
ship be ween sales p omo ion (β = 0.358, se = 0.44, p < 0.001) and FOMO (β = 0.298, se = 0.49, p < 0.001).
his indica es ha highe sales p omo ions and FOMO a e associa ed wi h highe impulsi e buying. he e
was also a signi ican e ec o Payla e use on impulsi e buying (β = 0.150, se = 0.47, p < 0.005), sugges ing
ha highe use o Payla e is associa ed wi h an inc ease in impulsi e buying. hese e ec s we e mode -
a ed by a signi ican in e ac ion be ween sales p omo ion and Payla e use (β = 0.106, se = 0.309, p < 0.05).
his esul sugges s ha he e ec o sales p omo ion on impulsi e buying a ies depending on he le el
o Payla e use. speci ically, he use o Payla e posi i ely mode a es he ela ionship be ween sales
Table 1. Reliabili y and s anda dized eg ession coe icien .
Hypo hesis Pa h α ω es ima e SE CR p suppo ed
iB .924 .924
H1a iB ← sP .869 .871 .358 .044 8.132 *** Yes
H1b iB ← FoMo .885 .886 .298 .049 6.118 *** Yes
iB ← PL .607 .608 .150 .47 3.156 .002*
H1c iB ← sPxPL .106 .039 2.748 .006* Yes
H1d iB ← FoMoxPL −.020 .045 .-440 .660 no
Model i
p = .921, gFi = 1, agFi = 0.998, CFi = 1, RMsea = <0.001.
No e: iB : impulsi e buying; sP: sale P omo ions; FoMo: Fea o Missing ou ; PL: Payla e use;.
**p < 0.01; ***p < 0.001.
Figu e 1. Pa h analysis esul .
6 s. i. DJaMha i e al.
p omo ions and impulsi e buying. his means ha he highe he use o Payla e , he s onge he ela-
ionship be ween sales p omo ion and impulsi e buying. in con as , an insigni ican esul was ound
ega ding he in e ac ion be ween FOMO and Payla e use (β = 0.02, se = 0.45, p > 0.05) owa d impulsi e
buying. hese esul s indica e ha he use o Payla e is insigni ican in mode a ing he ela ionship
be ween FOMO and impulsi e buying beha io . hus, h1, h2, and h3 can be accep ed, while h4 is ejec ed.
Discussion
F om he da a analysis, sales p omo ion and FOMO ha e been ound o posi i ely in luence impulsi e buying.
his aligns wi h p e ious esea ch showing a s ong posi i e ela ionship be ween FOMO and pu chase likeli-
hood (good & hyman, 2020). his also indica es ha FOMO endencies can signi ican ly in luence impulsi e
pu chases (Çelik e al., 2019). he indings ega ding he in luence o sales p omo ion on impulsi e buying a e
also consis en wi h p e ious esea ch ha ound consume s end o be mo e impulsi e when he e is a
p oduc discoun , which is a o m o sales p omo ion (Badgaiyan & Ve ma, 2015; Vic o ia e al., 2021).
he inding ha Payla e signi ican ly in luences impulsi e buying is also consis en wi h p e ious
esea ch. Bea y and Fe ell (1998) s a ed ha an indi idual’s budge ese es in luence impulsi e shop-
ping. consume s wi h enough money o spend when shopping a e mo e mo i a ed o make impulsi e
pu chases. his also applies o consume s wi h no money o he han a c edi ca d, which can lead o
impulsi e pu chases. Because Payla e has he same unc ion as a c edi ca d, i is belie ed ha Payla e
plays he same ole as a c edi ca d in in luencing impulsi e pu chases. his is also suppo ed by esea ch
by Pa ameswa i and ginny (2022) and hilmi and P a ika (2021), who ound a posi i e ela ionship
be ween using he Payla e paymen me hod and impulsi e buying, pa ly because o con enience and
low in e es a es, which a e he posi i e ea u es o Payla e .
One o he in e es ing indings om his analysis is ha Payla e signi ican ly mode a es he ela ion-
ship be ween sales p omo ions and impulsi e buying. his may be because sales p omo ions p o ide
ewa ds and sa is ac ion o consume s by igge ing a success ul scheme (Mandol o e al., 2022). his
posi i e eeling is hen ein o ced using Payla e , which can p o ide oppo uni ies o consume s who
canno pu chase using Payla e ’s ins allmen op ions. in insic ewa ds in sales p omo ions a e o en
ecognized as ac o s d i ing online and o line impulsi e pu chases (Mandol o e al., 2022).
in his esea ch, he e ec o Payla e as a mode a o on he ela ionship be ween FOMO and impulse
buying yielded insigni ican esul s. his could be because o he a ious in luences exe ed on impulsi e
buying by bo h FOMO and Payla e . as o he in luence o FOMO on impulsi e buying, i may be in lu-
enced less by he paymen me hod han conce ns o e FOMO on goods o o he people’s expe iences.
he exis ence o Payla e may suppo owne ship o hese goods, bu i s p esence is no s ong enough
o mode a e he ela ionship be ween FOMO and impulsi e buying.
S udy 2
Me hod
his s udy used he expe imen al igne e me hod using a 2 × 2 ac o ial wi hin-subjec design o measu e
sales p omo ion a iables and paymen me hods ha ha e a g ea e in luence on impulsi e buying. a
igne e s udy was used o iden i y and e alua e he signi icance o ac o s wi hin igne es ha causally
a ec indi idual esponses o con ex ualized hypo he ical scena ios. a quan i a i e igne e s udy consis s
o a igne e expe imen as he main componen and a con en ional su ey o measu e addi ional
esponden -speci ic cha ac e is ics concu en ly and supplemen a ily (a zmülle & s eine , 2010). all pa ici-
pan s mus comple e he w i en in o med consen be o e hey can pa icipa e, he same as in s udy 1.
in his s udy, each pa icipan was p esen ed wi h ou andomly gene a ed ad e ising pos e s con-
aining a scena io/ igne e modeled a e he manipula ed independen a iable o his s udy. he s im-
uli we e p esen ed mos ly in indonesian language o adap o he pa icipan s’ demog aphic. he i s
pos e (see Figu e 2) e e s o mone a y p omo ion wi h Payla e s imulus, which ansla es o ‘Fashion
i ems o e 40% o discoun . enjoy special o e s o you a o i e ashion p oduc s only by using
Payla e ’. Figu e 3 shows mone a y p omo ion wi h paymen using e-walle s imulus. i ansla es o
cOgen BUsiness & ManageMen 7
‘shop wi h e-walle . Big sale up o 40% o . shop now!’ Figu e 4 poin s o non-mone a y p omo ion wi h
paymen using Payla e s imulus. he s imulus eads, ‘Pay wi h Payla e , buy one ge one ee. shop
now’. as shown in Figu e 5, he las s imulus e e s o non-mone a y p omo ion wi h paymen using
e-walle . he ansla ion is ‘supe deal. shop wi h e-walle , buy one ge one ee. Buy now’.
consume p oduc s imuli we e chosen based on p e ious esea ch ha ound ha mos impulsi e
pu chases we e ela ed o clo hing and shoes (al o d & Biswas, 2002; a agoncillo & O us, 2018). his
ou come is consis en wi h s udy 1’s indings. shoes and bags we e chosen because hey end o be
gende -neu al and appea a ac i e wi hou equi ing a model igu e. a ocus g oup discussion was
conduc ed on augus 8, 2023, o eigh pa icipan s wi h cha ac e is ics simila o he esea ch o exam-
ine esponses, cla i y o in o ma ion, and a i udes owa d he igne e measu ing ins umen . necessa y
e isions we e hen made be o e da a collec ion.
Figu e 2. s imulus p esen ed o display mone a y p omo ion wi h PayLa e use. all images a e edi ed and gene a ed
wi h Can a. i is copy igh ed by shi in is ikha a Djamha i and may no be ep oduced wi hou pe mission
14 s. i. DJaMha i e al.
Funding
his esea ch was inancially suppo ed by he indonesia endowmen Fund o educa ion agency (lembaga Dana
Pengelola Pendidikan indonesia).
Abou he au ho s
Shi in Is ikha a Djamha i is a mas e ’s s uden in indus ial and O ganiza ional Psychology a Facul y o Psychology,
Uni e si as indonesia. he esea ch in e es includes consume beha io , indus ial psychology, and o ganiza ional
de elopmen .
Ma ina Dwi Mus ika is a egis e ed psychologis in aus alia, esea che , and lec u e in he Facul y o Psychology,
Uni e si as indonesia. he esea ch in e es s a e indi idual di e ences in Business Psychology, u iliza ion o echnol-
ogy in educa ional and o ganiza ional se ings, consume beha io , and wo king in aged ca e.
Be ina Sjabadhyni is a lec u e and esea che a he Facul y o Psychology, Uni e si as indonesia. she eaches se -
e al subjec s ela ed o indus ial and O ganiza ional Psychology. he esea ch in e es is in consume psychology
ela ed o online inancial c edi o s.
Ali Ramadian Puspa Nda u has ob ained his B.a in Psychology om Uni e si as indonesia. he cu en ly wo ks as a
human capi al p ac i ione .
ORCID
Ma ina Dwi Mus ika h p://o cid.o g/0000-0001-9888-2096
Da a a ailabili y s a emen
he da a suppo ing his s udy’s indings a e a ailable om he co esponding au ho , MDM, upon easonable eques .
Re e ences
ag awal, a. (2018). The e ec s o immedia e and delayed paymen s on consump ion beha io [disse a ion]. he
Uni e si y o neb aska - lincoln.
ah Fook, l., & Mcneill, l. (2020). click o buy: he impac o e ail c edi on o e -consump ion in he online en i-
onmen . Sus ainabili y, 12(18), 7322. h ps://doi.o g/10.3390/su12187322
ak am, U., hui, P., khan, M. k., an ee , Y., Mehmood, k., & ahmad, W. (2018). how websi e quali y a ec s online
impulse buying: mode a ing e ec s o sales p omo ion and c edi ca d use. Asia Paci ic Jou nal o Ma ke ing and
Logis ics, 30(1), 235–256. h ps://doi.o g/10.1108/aPJMl-04-2017-0073
al ina, ha ini, s., & Ma dhiyah, D. (2023). FOMO ela ed consume beha iou in ma ke ing con ex : a sys ema ic
li e a u e e iew. Cogen Business & Managemen , 10(3), 2250033. h ps://doi.o g/10.1080/23311975.2023.2250033
al o d, B. l., & Biswas, a. (2002). he e ec s o discoun le el, p ice consciousness and sale p oneness on consume s’
p ice pe cep ion and beha io al in en ion. Jou nal o Business Resea ch, 55(9), 775–783. h ps://doi.o g/10.1016/
s0148-2963(00)00214-9
angg aeni, . (2022). (2022). Feb ua i 2022, nilai ansaksi Uang elek onik naik 41,35 Pe sen Yoy a ikel ini elah
ayang di Bisnis.com dengan judul “Feb ua i 2022, nilai ansaksi Uang elek onik naik 41,35 Pe sen Yoy”. Bisnis.
com. e ie ed Oc obe 16, om h ps:// inansial.bisnis.com/ ead/20220317/90/1512004/ eb ua i-2022-nil
a agoncillo, l., & O us, c. (2018). impulse buying beha iou : an online-o line compa a i e and he impac o social
media. Spanish Jou nal o Ma ke ing - ESIC, 22(1), 42–62. h ps://doi.o g/10.1108/sJMe-03-2018-007
a slan, B. (2015). he in luence o c edi ca d usage on impulsi e buying. In e na ionalJou nal o Physical and Social
Sciences, 5, 7.
a zmülle , c., & s eine , P. M. (2010). expe imen al igne e s udies in su ey esea ch. Me hodology, 6(3), 128–138.
h ps://doi.o g/10.1027/1614-2241/a000014
awan, a. g., & abbas, n. (2015). impac o demog aphic ac o s on impulse buying beha io o consume s in
Mul an-Pakis an. Eu opean Jou nal o Business and Managemen , 7, 96–105.
Badgaiyan, a. J., & Ve ma, a. (2015). Does u ge o buy impulsi ely di e om impulsi e buying beha io ? assessing
he impac o si ua ional ac o s. Jou nal o Re ailing and Consume Se ices, 22, 145–157. h ps://doi.o g/10.1016/j.
j e conse .2014.10.002
Badgaiyan, a. J., Ve ma, a., & Dixi , s. (2016). impulsi e buying endency: Measu ing impo an ela ionships wi h a
new pe spec i e and an indigenous scale. IIMB Managemen Re iew, 28(4), 186–199. h ps://doi.o g/10.1016/j.
iimb.2016.08.009
cOgen BUsiness & ManageMen 15
Bandyopadhyay, n. (2017). explo ing he link be ween impulsi e buying endency, sel -es eem and no ma i e in lu-
ence: a s uc u al equa ion model. In e na ional Jou nal o Indian Cul u e and Business Managemen , 15(1), 23.
h ps://doi.o g/10.1504/iJicBM.2017.085386
Bandyopadhyay, n., si akuma , B., Pa o, s., & kuma , . s. (2021). immedia e o delayed! Whe he a ious ypes o
consume sales p omo ions d i e impulsi e buying?: an empi ical in es iga ion. Jou nal o Re ailing and Consume
Se ices, 61, 102532. h ps://doi.o g/10.1016/j.j e conse .2021.102532
Ba y, c. ., & Wong, M. Y. (2020). Fea o missing ou (FoMO): a gene a ional phenomenon o an indi idual di e -
ence? Jou nal o Social and Pe sonal Rela ionships, 37(12), 2952–2966. h ps://doi.o g/10.1177/0265407520945394
Bea y, s. e., & Fe ell, M. e. (1998). impulse buying: modeling i s p ecu so s. J. Re ail, 74(2), 169–191. h ps://doi.
o g/10.1016/s0022-4359(99)80092-X
Bian, W., cong, l., & Ji, Y. (2023). The ise o e-walle s and buy-now-pay-la e : Paymen compe i ion, c edi expansion, and
consume beha io . h ps://ss n.com/abs ac =4407023 o h ps://doi.o g/10.2139/ss n.4407023
B ysbae , M. (2019). how many pa icipan s do we ha e o include in p ope ly powe ed expe imen s? a u o ial o
powe analysis wi h e e ence ables. Jou nal o Cogni ion, 2(1), 16. h ps://doi.o g/10.5334/joc.72
Çelik, i. k., e u, O., & cop, . (2019). he e ec s o consume s’ FoMo endencies on impulse buying and he e ec s
o impulse. BRAIN – B oad Resea ch in A i icial In elligence and Neu oscience, 10(3), 2067–3957.
chandon, P., Wansink, B., & lau en , g. (2000). a bene i cong uency amewo k o sales p omo ion e ec i eness.
Jou nal o Ma ke ing, 64(4), 65–81. h ps://doi.o g/10.1509/jmkg.64.4.65.18071
cza necka, B., schi inski, B., & keles, s. (2020). how alues o indi idualism and collec i ism in luence impulsi e
buying and money budge ing: he media ing ole o accul u a ion o global consume cul u e. Jou nal o Consume
Beha iou , 19(5), 505–522. h ps://doi.o g/10.1002/cb.1833
cha e jee, P., & ose, . l. (2012). Do paymen mechanisms change he way consume s pe cei e p oduc s? Jou nal
o Consume Resea ch, 38(6), 1129–1139. h ps://doi.o g/10.1086/661730
com ey, a. l., & lee, h. B. (1992). A i s cou se in ac o analysis (2nd ed.). law ence e lbaum.
Di Maggio, M., Williams, e., & ka z, J. (2022). Buy Now, Pay La e C edi : Use Cha ac e is ics and E ec s on Spending
Pa e ns. nBe Wo king Pape se ies, no. 30508, sep embe 2022.
Fen on-O’c ee y, M., Dibb, s., & Fu nham, a. (2018). an eceden s and consequences o ch onic impulsi e buying: can
impulsi e buying be unde s ood as dys unc ional sel - egula ion? Psychology & Ma ke ing, 35(3), 175–188. h ps://
doi.o g/10.1002/ma .21078
Fin ech in asean. (2022). Mo e Indonesians u n o e-walle s and buy now, pay la e . UOB g oup. e ie ed Decembe
11, 2022, om h ps://www.uobg oup.com/ echecosys em/news-insigh s-consume - esea ch-indonesia.h ml
ge ans, P., Bau , D. g., & la agna-sla e , s. (2022). Fin ech and esponsibili y: Buy-now-pay-la e a angemen s.
Aus alian Jou nal o Managemen , 47(3), 474–502. h ps://doi.o g/10.1177/03128962211032448
good, M. c., & hyman, M. . (2020). ‘Fea o missing ou ’: an eceden s and in luence on pu chase likelihood. Jou nal
o Ma ke ing Theo y and P ac ice, 28(3), 330–341. h ps://doi.o g/10.1080/10696679.2020.1766359
go don-hecke , ., Pi a ello, a., shal i, s., & oskes, M. (2020). Buy-one-ge -ine- ee deals a ac mo e a en ion han
pe cen age deals. Jou nal o Business Resea ch, 111, 128–134. h ps://doi.o g/10.1016/j.jbus es.2019.02.070
handayani, n. s., & ahyuda, k. (2020). Websi e quali y a ec s Online impulse Buying Beha io (OiBB): Mode a ing
e ec s o sales p omo ion and digi al walle use (a s udy on okopedia e-comme ce). In e na ional Jou nal o
Economics and Managemen S udies, 7(12), 16–24. h ps://doi.o g/10.14445/23939125/iJeMs-V7i12P103
ha asim, J., & klimon owicz, M. (2013). Paymen habi s as a de e minan o e ail paymen inno a ions di usion: he
case o Poland. Jou nal o Inno a ion Managemen , 1(2), 86–102. h ps://doi.o g/10.24840/2183-0606_001.002_0007
heyda i, J., heida poo , a., & sabbaghnia, a. (2020). coo dina ed non–mone a y sales p omo ions: Buy one ge one
ee con ac . Compu e s & Indus ial Enginee ing, 142, 106381–108352. h ps://doi.o g/10.1016/j.cie.2020.106381
hilmi, l. D., & P a ika, Y. (2021). Payla e ea u e: impulsi e buying d i e o e-comme ce in indonesia. In e na ional
Jou nal o Economics, Business, and Accoun ing Resea ch (IJEBAR), 5(2), 63–74.
hin on, P. ., McMu ay, i., & B ownlow, c. (2014). SPSS explained (2nd ed.). ou ledge/ aylo & F ancis g oup. h ps://
doi.o g/10.4324/9781315797298
hodkinson, c. (2019). ‘Fea o Missing Ou ’ (FOMO) ma ke ing appeals: a concep ual model. Jou nal o Ma ke ing
Communica ions, 25(1), 65–88. h ps://doi.o g/10.1080/13527266.2016.1234504
hoope , D., coughlan, J., & Mullen, M. . (2008). s uc u al equa ion modelling: guidelines o de e mining model i .
The Elec onic Jou nal o Business Resea ch Me hods, 6, 53–60.
ho , a. (2024). 25+ Powe ul FOMO s a is ics o sky ocke sales (2024). Op inmons e . e ie ed no embe 19, om
2023 h ps://op inmons e .com/ omo-s a is ics/
hussain, s., aza, a., haide , a., ishaq, M. i., & alpu , Q. (2023). Fea o missing ou and compulsi e buying beha io :
he mode a ing ole o mind ulness. Jou nal o Re ailing and Consume Se ices, 75, 103512. h ps://doi.o g/10.1016/j.
j e conse .2023.103512
lee, Y. Y., gan, c. l., & liew, . W. (2023). Do e-walle s igge impulse pu chases? an analysis o Malaysian gen-Y and
gen-Z consume s. Jou nal o Ma ke ing Analy ics, 11(2), 244–261. h ps://doi.o g/10.1057/s41270-022-00164-9
liao, s. l., shen, Y. c., & chu, c. h. (2009). he e ec s o sales p omo ion s a egy, p oduc appeal and consume
ai s on eminde impulse buying beha iou . In e na ional Jou nal o Consume S udies, 33(3), 274–284. h ps://doi.
o g/10.1111/j.1470-6431.2009.00770.x
16 s. i. DJaMha i e al.
lim, Z. c. W. (2016). Tendency owa ds he ea o missing ou [Doc o al disse a ion]. cu in Uni e si y. cu in Uni e si y
ins i u ional eposi o y. h ps://espace.cu in.edu.au/handle/20.500.11937/54111
Madhu, s., sounda a ajan, V., & Pa ayi am, s. (2022). Online p omo ions and hedonic mo i es as mode a o s in he
ela ionship be ween e-impulsi e buying endency and cus ome sa is ac ion: e idence om india. Jou nal o
In e ne Comme ce, 37, 1–37.
Mahmud, a., & Fa ikhah, n. (2023). can in e es in using payla e media e impulse buying beha io online? Dinamika
Pendidikan, 18(1), 75–87. h ps://doi.o g/10.15294/dp. 18i1.43787
Mandol o, M. (2021). Buying as and slow. A dual-p ocess app oach o in es iga e young consume s’ online impulse buy-
ing [Doc o al Disse a ion]. Poli ecnico Milano 1863. Poli ecnico Milano 1863.
Mandol o, M., Be iga, D., lambe i, l., & noci, g. (2022). in luence o sales p omo ion on impulse buying: a dual
p ocess app oach. Jou nal o P omo ion Managemen , 28(8), 1212–1234. h ps://doi.o g/10.1080/10496491.2022.206
0415
Mu hia, . (2022). in indonesia, ‘pay la e ’ se ices lea e some d owning in deb . Aljazee a. e ie ed Decembe 11,
2022, om h ps://www.aljazee a.com/economy/2022/6/28/ o -indonesias-poo -pay-la e -se ices-exac -hea y-p ice
nielseniQ. (2023). Na iga ing he shi s in consume beha io in Indonesia. e ie ed Decembe 17, 2023 h ps://
nielseniq.com/global/en/insigh s/analysis/2023/na iga ing- he-shi s-in-consume -beha io -in-indonesia/
Pa ameswa an, a., & islam, i. (2022). impulsi e buying beha io and Digi al walle Usage. Ca diome y, 23, 554–560.
h ps://doi.o g/10.18137/ca diome y.2022.23.554560
Pa ameswa i, ., & ginny, P. l. (2022). he e ec o payla e paymen me hods on he inc ease o impulse pu chases.
P imanomics: Ju nal Ekonomi Dan Bisnis, 20, 2.
P adhan, D., is ael, D., & Jena, a. k. (2018). Ma e ialism and compulsi e buying beha io : he ole o consume c ed-
i ca d use and impulse buying. Asia Paci ic Jou nal o Ma ke ing and Logis ics, 30(5), 1239–1258. DOi 2018 h ps://
doi.o g/10.1108/aPJMl-08-2017-0164
P a ika, Y., salahudin, s., iyan o, D. W. U., & amba wa i, . (2021). analysis o pay la e paymen sys em on da ing
shopping in indonesia. Jou nal o Economics, Business, & Accoun ancy Ven u a, 23(3), 329–339. h ps://doi.
o g/10.14414/jeba . 23i3.2343
P zybylski, a. k., Mu ayama, k., dehaan, c. ., & gladwell, V. (2013). Mo i a ional, emo ional, and beha io al co ela es
o ea o missing ou . Compu e s in Human Beha io , 29(4), 1841–1848. h ps://doi.o g/10.1016/j.chb.2013.02.014
od igues, . i., lopes, P., & Va ela, M. (2021). Fac o s a ec ing impulse buying beha io o consume s. F on ie s in
Psychology, 12, 697080. h ps://doi.o g/10.3389/ psyg.2021.697080
sa i, . (2021). Penga uh Penggunaan Payla e e hadap Pe ilaku impulse Buying Pengguna e-comme ce di indonesia.
Ju nal Rise Bisnis Dan In es asi, 7(1), 44–57. h ps://doi.o g/10.35313/j bi. 7i1.2058
se iaji, h. (2022). Bisnis Pay La e Te ancam “Tsunami” Bunga Tinggi. cnBc indonesia. e ie ed Oc obe 2, 2022 h ps://
www.cnbcindonesia.com/ma ke /20220611141545-17-346219/bisnis-pay-la e - e ancam- sunami-bunga- inggi
sinha, s. k., & Ve ma, P. (2017). consume ’s esponse owa ds non-mone a y and mone a y sales p omo ion: a e iew
and u u e esea ch di ec ions. In e na ional Jou nal o Economic Pe spec i es, 11(2), 500–507. h ps://www.p oques .
com/schola ly-jou nals/consume s- esponse- owa ds-non-mone a y-sales/doc iew/2038219922/se-2
sousa, V. D., & ojjanas i a , W. (2011). ansla ion, adap a ion and alida ion o ins umen s o scales o use in
c oss-cul u al heal h ca e esea ch: a clea and use - iendly guideline. Jou nal o E alua ion in Clinical P ac ice,
17(2), 268–274. h ps://doi.o g/10.1111/j.1365-2753.2010.01434.x
suda yan o, s., su oso, i., hanim, a., Pansi i, J., & Umama, . l. (2021). impac o cul u e, b and image and p ice on
buying decisions: e idence om eas Ja a, indonesia. Inno a i e Ma ke ing, 17(1), 130–142. h ps://doi.o g/10.21511/
im.17(1).2021.1
sunny, P., & geo ge, a. (2018). De e minan s o beha io in en ion o use mobile walle s – a concep ual model.
Jou nal o Managemen , 5(5), 52–62.
sun, ., & Wu, g. (2011). ai P edic o s o online impulsi e buying endency: a hie a chical app oach. Jou nal o
ma ke ing heo y and p ac ice, 19(3), 337–346. h ps://doi.o g/10.2753/M P1069-6679190307
Vic o ia, c., Die s, J. ., kalyana, V., & Mana , P. a. (2021). he e ec o sales p omo ion, sel -con ol, and hedonism
on impulsi e buying in e-comme ce pla o m du ing he co id-19 pandemic [Pape p esen a ion]. in e na ional
con e ence on in o ma ics, Mul imedia, cybe and in o ma ion sys em (iciMcis). h ps://doi.o g/10.1109/
iciMcis53775.2021.9699319
Wang, Y., Pan, J., Xu, Y., luo, J., & Wu, Y. (2022). he de e minan s o impulsi e buying beha io in elec onic com-
me ce. Sus ainabili y, 14(12), 7500. h ps://doi.o g/10.3390/su14127500
Wei, Q., Xiao, W., Yaqub, . M. s., i an, M., Mu ad, M., & Yaqub, M. Z. (2023). adop ion o digi al money (e-walle ) in
he pos cOViD-19 e a: he mode a ing ole o low dis ibu ion cha ges and low ansi ime in impulsi e buying:
a de eloping coun y pe spec i e. F on ie s in En i onmen al Science, 10, 984316. h ps://doi.o g/10.3389/ en-
s.2022.984316
Wo ld Bank g oup. (2023). Beyond unico ns: Ha nessing digi al echnologies o inclusion in Indonesia. Wo ld Bank.
e ie ed 29 Janua y 2024 om h ps://www.wo ldbank.o g/en/coun y/indonesia/publica ion/beyond-unico n
s-ha nessing-digi al- echnologies- o -inclusion-in-indonesia#:~: ex =Big%20s ides%20in%20boos ing%20connec i -
i y, o%2051%20pe cen %20in%202019
