ANALISIS PERBEDAAN PERILAKU IMPULSE BUYING BERDASARKAN GENDER PADA MARKETPLACE TOKOPEDIA

Abstract

Unplanned buying behavior or impulsive buying from consumers is something that is interesting, because it is the largest market share in today's modern market and one of the important causes of Impulse buying behavior is gender. This study aims to determine whether there are differences in Impulse buying between men and women and to determine whether the Shopping Lifestyle, Fashion Involvement, Situational Factors