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All Journal Jurnal Ilmiah Edunomika (JIE)
Najwa Bachdar
Akademi Bisnis dan Keuangan Primaniyarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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IMPLEMENTATION OF ONLINE IMPULSIVE PURCHASING WITH DIGITAL PAYMENT METHODS AS A MODERATOR IN NORTH SULAWESI Najwa Bachdar; Meykel Djuuna; Fricy Rumintjap
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 1 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i1.19585

Abstract

This study aims to analyze the influence of digital promotion and local culture on digital impulsive buying, with digital payment methods as a moderating variable. This study uses the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with primary data collected from e-commerce users in North Sulawesi, Indonesia. The results show that digital promotion has the most significant influence on impulsive purchasing behavior, followed by local culture, which also contributes positively. However, digital payment methods do not significantly moderate the relationship between the variables studied. These findings highlight that personalized digital promotion strategies and the integration of local cultural values effectively increase consumers' emotional engagement in online purchases. This study provides practical implications for e-commerce players, digital MSMEs, and fintech developers to strengthen digital promotion strategies and financial literacy throughout Eastern Indonesia. Keywords: Digital promotion, local culture, digital payment methods, impulsive buying, e-commerce
Co-Authors Fricy Rumintjap Meykel Djuuna