Impulse buying tendency in online food delivery service among Muslims in Indonesia

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This study investigates the factors influencing impulse buying behavior in online food purchases in Indonesia. The research gathered data from 270 valid respondents from the Muslim community through an online survey (Google Forms). Demographic analysis revealed a predominantly young, single-student population, primarily from Central Java. The study employed the Structural Equation Modeling (SEM) technique to analyze the data and test the hypotheses. The impulse buying tendency scale included seven variables: religiosity, platform quality, social influence, intentions, self-control, consumer mood and Impulse buying tendency. The results indicate that self-control (β: –0.140, p-value: 0.024) plays a crucial role in mitigating impulse buying tendencies whereas religiosity (β: 0.304, p-value < 0.001) can increase the level of self-control. Additionally, platform quality (β: 0.488, p-value < 0.001) significantly impacts individuals’ intention to engage in impulsive purchases. Consumer mood (β: 0.681, p-value < 0.001) is the highest cause of impulse buying behavior. Notably, self-control can reduce impulsive buying tendencies, which means that the higher the self-control ability, the lower the possibility of making impulse purchases. However, the social influence (β: –0.175, p-value: 0.026) has a negative effect on self-control.

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    • Figure 1. Conceptual model
    • Table 1. Scale summary
    • Table 2. Demographics
    • Table 3. Exploratory Factor Analysis
    • Table 4. Discriminant validity
    • Table 5. Confirmatory Factor Analysis (CFA)
    • Table 6. SEM results for testing the hypotheses
    • Conceptualization
      Nur Rizqi Febriandika, Cindy Puspitasari, Maziyyatul Muslimah
    • Investigation
      Nur Rizqi Febriandika, Cindy Puspitasari
    • Methodology
      Nur Rizqi Febriandika, Cindy Puspitasari, Maziyyatul Muslimah
    • Supervision
      Nur Rizqi Febriandika, Maziyyatul Muslimah
    • Validation
      Nur Rizqi Febriandika
    • Writing – original draft
      Nur Rizqi Febriandika, Cindy Puspitasari, Maziyyatul Muslimah
    • Writing – review & editing
      Nur Rizqi Febriandika, Maziyyatul Muslimah
    • Software
      Cindy Puspitasari, Maziyyatul Muslimah
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