THE IMPACT OF ONLINE PROMOTIONS ON IMPULSIVE BUYING AMONG PRESIDENT UNIVERSITY STUDENT

Abstrak

In today’s digital era, online shopping has become very common, especially among students. Promotions offered, such as discount offers, cash back, and free shipping, tend to drive consumers to make impulsive buying because these promotions do not require consumers to prepare purchases beforehand. This study aims to explore the impact of online promotions on impulsive buying behavior conducted among students at President University, specifically by using a qualitative approach through semi-structured interviews toward students who conduct shopping through e-commerce. The data obtained then analyzed using thematic analysis by categorizing the respondent into several themes to gain insights of their behaviors. The analysis shows that online promotions have a strong influence to increase purchase interests and cause unplanned purchases, which is also supported by emotional aspects, such as fear of missing out (FOMO), and curiosity. Overall, online promotions have proven to significantly increase impulsive buying behavior, but this behavior is also driven by internal factors, including emotions and self-control.