Authors :
Ika Ristiyani; Prasetyo Hadi; Rusdi Musha Ishak
Volume/Issue :
Volume 6 - 2021, Issue 10 - October
Google Scholar :
http://bitly.ws/gu88
Scribd :
https://bit.ly/3CAn7HG
Abstract :
Along with the development of digital product
offerings in the last decade, it will increasingly attract
buyers, especially the millennial generation who are very
familiar with the technology. Problems arise when these
attractive product offerings make millennials make repeat
purchases for the sake of pleasure, even compulsive repeat
purchases are out of control. The purpose of this empirical
study is to examine impulsive buying and its effect on
compulsive buying. The next objective of this study is to
examine internal factors, such as extraversion personality
and subjective well-being, which influence the occurrence of
impulsive buying in the millennial generation, at PT KAO
Indonesia as a case study. This research is an empirical
study using a quantitative approach. The sampling
technique used the purposive sampling method and the data
analysis and processing by the smartPLS application
software. The main results of this empirical study reveal
that the increasing impulsive buying factor has a positive
and significant influence on the increase in compulsive
buying. The real contribution of this empirical study
provides deep insight into the importance of paying
attention to the factors of impulsive buying, influenced by
extraversion personality and subjective well-being, which
affect the occurrence of impulse buying in millennials
Keywords :
Compulsive Buying, Extraversion Personality, Impulsive Buying, Subjetive Wellbeing
Along with the development of digital product
offerings in the last decade, it will increasingly attract
buyers, especially the millennial generation who are very
familiar with the technology. Problems arise when these
attractive product offerings make millennials make repeat
purchases for the sake of pleasure, even compulsive repeat
purchases are out of control. The purpose of this empirical
study is to examine impulsive buying and its effect on
compulsive buying. The next objective of this study is to
examine internal factors, such as extraversion personality
and subjective well-being, which influence the occurrence of
impulsive buying in the millennial generation, at PT KAO
Indonesia as a case study. This research is an empirical
study using a quantitative approach. The sampling
technique used the purposive sampling method and the data
analysis and processing by the smartPLS application
software. The main results of this empirical study reveal
that the increasing impulsive buying factor has a positive
and significant influence on the increase in compulsive
buying. The real contribution of this empirical study
provides deep insight into the importance of paying
attention to the factors of impulsive buying, influenced by
extraversion personality and subjective well-being, which
affect the occurrence of impulse buying in millennials
Keywords :
Compulsive Buying, Extraversion Personality, Impulsive Buying, Subjetive Wellbeing