Abstract:
Purpose - Providing deeper knowledge regarding the retail business is the
research’s purpose. This research aims to find out the relation of fear, shopping
convenience, resource availability, social media, and Covid-19 burnout with
impulse buying in Jabodetabek’s people during Covid-19 pandemic.
Design/Method – This research uses quantitative methods to collect the data. The
population of this research is people in Jabodetabek who made impulse buying
during the Covid-19 pandemic. Convenience sampling is the sampling design in
this research. By using an online questionnaire from Google Form, 260
respondents were obtained. The data analysis used is the Multiple Linear
Regression model and processed with SPSS 26 as statistical software.
Findings – The result shows that fear, social media, and Covid-19 burnout has an
influence on impulse buying during Covid-19 pandemic. Meanwhile, shopping
convenience and resource availability do not influence impulse buying during
Covid-19 pandemic.
Originality – Factors related to impulse buying among the people of Jabodetabek
during the Covid-19 pandemic are discussed in this research, which has not been
widely researched before.
