Analysis Impulsive Buying Behavior of Consumers Using the Persuasive Systems Design Framework in Indonesian E-Commerce

This dataset contains primary data collected for a master's thesis research titled “Analysis of Consumer Impulsive Buying Behavior Using the Persuasive Systems Design (PSD) Framework in Indonesian E-Commerce”. This research aims to empirically examine how persuasive design principles embedded in e-commerce platforms influence the Urge to Buy Impulsively and Impulsive Buying Behavior among Indonesian consumers. Research Variable Data: Respondents' answers (on a 1-5 Likert scale) to 7 variables: Independent Variables (PSD): Reduction (RD), Personalization (PR), Rewards (RW), Authority (AU), and Normative Influence (NI). Mediating Variables: Urge to Buy Impulsively (UBI). Dependent Variable: Impulsive Buying Behavior (IBB). This data was analyzed using PLS-SEM (Partial Least Square - Structural Equation Model) to test 6 hypotheses. The main findings show that Normative Influence and Rewards are the most significant triggers for Urge to Buy Impulsively, while Reduction, Personalization, and Authority have no significant effect.