Investigation of Shopper Segmentation based on the Influence of Popularity Claim towards Impulsive Buying Decision in Online Media Context

Abstract

The increase of online commerce in Indonesia has made consumers' shopping behavior change dramatically, faced with many choices of e-commerce platforms, making consumers easily switch from one platform into another. Fierce price competition continues to be played on this competition, making companies continue to “burn money” or spending more on the promotion budget to be able to compete on the industry. The purpose of this study is to make shopper in this segmentation to understand the market better and seeking the effect of popularity claims on online hasty buying decisions on each segment produced, especially in collectivist culture consumers. Data is distributed to 300 respondents, processed using cluster analysis and simple regression. The results showed four segmentations (Smart shopper, Impulsive shopper, Aesthetic shopper, and Comfortable shopper). Another result shown that one out of four segments had a positive and significant influence that was popularity claim towards online impulsive buying decisions.