ABSTRACT
The objective from this research is to know the infulence of individual characteristic, website
quality, buying motivation, time pressure and customer satisfaction towards impulsive buying.
The object from this research is
“ Website Bhinneka” which sale various electronic and
computer goods. The reason is this website categorize on the top five best seller website in
Indonesia. Beside, this website also have good and attractive design, a complete contents,
provided with good advertisement and also high quality of goods. All of those reason are being
one of the competitive advantage from this website compare to the other website. The sample are
2
00 “Website Bhinneka” user. The technical analysis are validity test, realibility
test, classicasumption and regretion analysis.
The analisys and discusion conclude that: (1) There are positive influence in term of individual
character toward impulsive buying. (2) There are positive influence in term of website quality
toward impulsive buying. (3) There are positive influence in term of buying motivation toward
impulsive buying. (4) There is no corelation between time pressure and impulsive buying. (5)
There is positive influence in term of customer satisfaction toward impulsive buying.
Keywords: Individual characteristic, website quality, buying motivation, time pressure, customer
