JMIF THE INFLUENCE OF CONSUMER CHARACTERISTICS AND SITUATIONAL FACTORS ON ONLINE IMPULSIVE BUYING OF FASHION PRODUCTS

Abstract


INTRODUCTION
Online shopping has become a new habit during the pandemic. Most people prefer to shop through their smartphones rather than leaving the house. This also influences and changes people's behavior. One of them is a change in consumer behavior. With the availability of many services for online shopping, people change their behavior from conventional shopping to online shopping. Currently, there are many e-commerce applications in Indonesia such as Tokopedia, Lazada, Shopee, Blibli, Buka Bukalapak and others that are often used by people to meet their Impulse buying is a concept that is broadly defined, which includes various forms of irrational buying behavior (Salim et al., 2021). Most impulse purchases are related to unplanned events and sudden purchases that occur somewhere and are accompanied by strong urges and feelings of joy and excitement (Lavuri et al., 2022). Impulse buying has two core elements. The first is the lack of planning and consideration regarding product purchases. The convenience of online buying and selling transactions in e-commerce makes impulsive buying behavior more common. Of course, that is not one of the reasons consumers are impulsive. Several internal and external factors become one of the factors that cause consumers to be impulsive. Consumer characteristics are one of the internal factors which involve impulse buying tendencies, shopping pleasure tendencies, and consumer moods. Meanwhile, external factors or situational factors are individual situations, website quality, motivational activities by retailers, and product attributes (Febrilia & Warokka, 2021).
For a retailer, a consumer's impulse purchase is used as a tool to increase sales. The more consumers who make impulse purchases, the faster the sales target achieved by the company.
Several studies have focused on the pusher role of marketing emphasizing how store or shelf positioning, attractive displays, and in-store promotions all lead to impulse purchases. This point of view says that impulsive purchases can be influenced, so retailers spend marketing tools to encourage them to make impulsive purchases according to Mattila and Wirtz (2001) in (Iyer et al., 2019). However, it is different for a consumer, impulsive purchases that are made continuously only result in waste that may be difficult to control (Chetioui & Bouzid, 2023). The researchers examine more about the factors that cause someone to behave impulsively in fashion products during the pandemic.

LITERATURE REVIEW Impulsive Buying
Many human activities are driven by biochemically and psychologically stimulated impulses.
Biochemistry functions as a wave to generate active changes that trigger certain somatic or mental responses. Impulsivity arises suddenly and spontaneously. When psychologically triggered, it will encourage sudden impulsive actions, and this urge can be strong or persistent. Impulse buying refers to buying behavior that is carried out suddenly and is not planned beforehand, impulsive

Situational Factors
Situational factors have an important role as indicators of impulsive purchases (Atulkar & Kesari, 2018). These situational factors include individual situations, website quality, motivational activities by retailers, and product attributes, suggested by previous research (Beatty & Elizabeth Ferrell, 1998;Febrilia & Warokka, 2021). According to Khorrami, (2015) situational factors are external factors originating from the shop environment when consumers buy a particular product impulsively. Customers may feel compelled to buy certain products that appeal to them at the time. According to certain studies, consumer behavior has many variations depending on the situation. According to Febrilia & Warokka, (2021) external factors such as store atmosphere, product display and arrangement, product features, and sales promotions, according to some experts, contribute to individual impulse purchases. These variables encourage consumers to make purchases that they did not plan to make, but rather to go out for a walk. Other situational factors that have been discussed in previous research by Atulkar & Kesari, (2018), Barakat, (2019) and Parsad et al., (2021)  Individual situations are closely related to the availability of money and time, and have a relationship with impulse purchases (Foroughi et al., 2012).

The Effect of Impulsive Buying Tendencies on Impulsive Buying
The first consumer characteristic variable is the tendency to buy impulsively. According to Jones et al., (2003) impulse buying tendency is known as the extent to which a person tends to make purchases that are unexpected, impulsive, and unreflective. The results of Badgaiyan et al., (2016) reveal that impulsive buying tendencies have a significant positive effect on impulsive buying behavior. A research by Badgaiyan & Verma, (2015) stated that impulsive buying behavior in a woman is associated with the optimal amount of stimulation and their reactivity, whereas in men, it is more associated with formal behavioral characteristics, especially slow speed, sensory sensitivity, and bending. Based on this explanation, the hypothesis can be derived: H1: Impulsive buying tendency has a positive effect on impulsive buying

The Effect of Shopping Pleasure Tendency on Impulsive Buying
The second consumer characteristic variable is the shopping pleasure tendency. According to Arnold & Reynolds, (2003) the term shopping pleasure refers to the consumer's experience with entertainment, happiness, leisure, excitement, fun, and other forms of sensory stimulation when shopping. The results of research by Atulkar & Kesari, (2018) show that the tendency to enjoy shopping has a significant positive influence on impulsive purchases. According to Bellini et al., (2017) the tendency of shopping enjoyment influences impulse buying through positive 96 influences and encouragement to buy. Based on this explanation, the hypothesis can be derived: H2: The tendency of shopping enjoyment has a positive effect on impulsive buying

The Effect of Consumer Mood on Impulsive buying
The third consumer characteristic variable is mood. Moods are classified into two types; positive and negative. According to Sminor and Cmoven (2013) in Bahrainizad & Rajabi, (2018) mood is an unstable emotional state that occurs at a certain time or in a certain situation. The research results of Bahrainizad & Rajabi, (2018) show that mood has a positive effect on impulsive purchases. Impulsive buying according to Julianti, (2020) can be induced due to individual depression and efforts to improve mood. The results show that pandemic and stress situations lead to an increase in impulsive purchases, so that this explanation can be derived from the hypothesis: H3: Mood has a positive effect on impulsive buying

The Effect of Individual Situation on Impulsive Buying
The first situational factor variable is the individual situation. Individual situation is closely related to the availability of money and time. Consumers who have more free time tend to spend more time in stores. In the end, consumers who spend longer time shopping tend to make impulsive buying (Foroughi et al., 2012). Research result by Gomies et al., (2018) find that the availability of money has a positive and significant influence on impulsive buying decisions.
However, the results of Febrilia & Warokka, (2021) show that individual situations do not statistically affect impulse buying. For this reason, in this study, further exploration will be carried out whether it is true that individual situations do not affect impulse buying. Based on this explanation, the hypothesis can be derived: H4: Individual situation has a positive effect on impulsive buying

The Effect of Website Quality on Impulsive Buying
The second situational factor variable is website quality. Website is an Information and Communication Technology (ICT) medium for displaying information content in a fast, measurable, low-cost, and diverse manner. A website for an institution is also a reflection or face of that institution in cyberspace. The role of the website has developed into an important aspect of a company, and can provide a competitive advantage for businesses that can provide services to users or consumers via the internet (Napitupulu, 2017

METHOD Population and Sample
The population in this study were people using the Shopee e-commerce application, located in Central Java, precisely in Surakarta and Solo. The sample is part of the population that comes from the number and characteristics contained in that population. The sample is part of the number and characteristics possessed by the population. According to Sekaran & Bougie, (2013) the size of the sample must be more than 30 and less than 500 is considered sufficient for research.
The samples taken were consumers living in Surakarta and Solo who made online purchases on the Shopee platform for fashion products and 100 respondents who met the research criteria were taken.. The sampling technique in this study used purposive sampling, namely the sampling technique with the following considerations:

RESULTS & DISCUSSION Respondent Characteristics Respondent Based on Gender
This clarification aims to determine the gender of the respondents in the study, as follows: Based on the data in the table, it can be concluded that the majority of respondents were 88 women (88%), while male respondents were 12 (12%). This means that this study was dominated by women in shopping.

Respondent Based on Age
This clarification aims to determine the age of the respondents, as follows:

Respondents Based on Latest Education
This clarification aims to determine the respondents' last education, as follows:  (2023) Based on the data in the table, it can be concluded that in the total 100 respondents, the most recent education was High School with 79 (79%), diploma with 6 (6%), and bachelor degree with 15 (15%).

Test of Research Instrument Validity Test Convergent Validity
Convergent validity testing of each construct indicator according to Ghozali and Latan, (2015), a good validity indicator refers to a value above 0.70.

Reliability Test
Reliability test is needed to measure the stability and consistency of an instrument in measuring a concept or variable. A variable is reliable if it has a Cronbach's Alpha value or composite reliability > 0.7, although 0.6 is still acceptable. where all values are greater than 0.6, and for composite reliability values also obtained values greater than 0.6 meaning that reliability in this study is fulfilled.

Evaluation of the Structural Model
After testing the measurement model (outer model), the next step is testing the structural model (inner model), encompassing the multicollinearity test, the coefficient of determination test, and the model fit test.

a) Test of Determination Coefficient (R 2 )
The value of R2 is applied to see how much influence the variability of the dependent variable explained by the independent variables.  Source: SmartPLS data processing (2023) The chi-square value is used to see how much influence the relationship between variables has, the smaller the chi-square value, the better with a chi-square value of 938.654. Thus, it can be concluded that the influence of the model is good because this value is smaller than 1000.

Partial Test
The partial test is a statistical test for the regression coefficient in which only one regression coefficient affects the dependent variable (Y). The test used the t test. According to Ghozali & Latan, (2015) if the t-count value > t-table, then Ha is accepted. Thus, an independent variable individually affects the dependent variable. then the researcher will test the indicated hypothesis. The effect of Impulsive Buying Tendencies on Impulsive Buying has a t-statistic value of 3,998 and a p-value of 0,000 with a t-

DISCUSSION
The influence of impulse buying tendencies on impulsive buying. The results of this study are in line with the results of research conducted by (Badgaiyan et al., 2016;Bahrainizad & Rajabi, 2018) which shows that the tendency to buy impulsively affects impulse buying. The results of this study are based on the indicators as follows: (1) tend to make more purchases when there is a special offer, (2) make purchases of a new model even though it is not in accordance with taste, (3) tend to shop without thinking about fashion products, (4) immediately enter a fashion store when they come to a shopping center, (5) tend to be obsessed with spending part or all of their money on fashion products, and (6) tend to make purchases on fashion products even though they don't really need them, can be a stimulus for a consumer to make an impulse purchase.  (1) usability, (2) information quality, and (3) service interaction, not being a stimulus for a consumer to make an impulse purchase. Motivational activity by retailers does not significantly influence Impulsive Buying variables. The results of this study are inconsistent with research that has been conducted by (Kusnanto et al., 2020;Putra & Kusuma, 2021) which shows that motivational activities by retailers in the form of giving discounts and giving gifts have an effect on impulsive purchases.
The results of this study are based on the indicators, namely (1) giving attractive bonuses, (2) giving price discounts, and (3) giving lottery prizes, not being a stimulus for a consumer to make an impulse purchase. Product attributes have a significant effect on impulsive buying variables. The results of this study are not in line with research that has been conducted by ( F e b r i l i a & W a r o k k a , 2 0 2 1 ) which shows that product attributes related to price and quality are not factors for a consumer to make an impulsive buying. The results of this study are based on the indicators, encopmassing (1) a reasonable price for a product on a shopping site, (2) very cheap discounted prices on a shopping site, and (3) the price of a product on an economical shopping site, becomes a stimulus for a consumer to make impulse purchases.

CONCLUSION
Based on the results of the data analysis, the conclusion of this study is that the variable impulse buying tendency has a positive and significant effect on impulsive buying. Thus, the first hypothesis is proven true. The tendency to enjoy shopping has a positive and significant effect