THE EFFECT OF DIFFERENT TYPES OF DIGITAL DISCOUNTS ON IMPULSIVE BUYING BEHAVIOR AMONG UNIVERSITY STUDENTS IN E-COMMERCE

Abstrak

This research study investigates how various digital discount methods impact university student impulse buying patterns on e-commerce websites. The research applies the Stimulus-Organism-Response (SOR) framework and Dual-System Theory to explain how external promotional stimuli influence internal psychological responses and ultimately lead to impulsive purchasing behavior. The researchers conducted a quantitative explanatory study which collected data through an online survey that reached university students who had used digital discount promotions like flash sales and percentage discounts and cashback and free shipping. The researchers used Structural Equation Modeling (SEM) to analyze the data which included both measurement tests and structural tests of the models. The results show that digital discount stimuli have a significant positive effect on psychological responses, and psychological responses strongly influence impulsive buying behavior. Furthermore, psychological responses were found to fully mediate the relationship between digital discounts and impulsive buying behavior. This indicates that the effectiveness of digital discounts lies not only in their monetary value but also in their ability to trigger emotional and cognitive reactions such as urgency, excitement, and perceived value. The findings provide important insights for e-commerce platforms in designing promotional strategies that effectively stimulate consumer engagement and increase impulsive purchases.