INTERNATIONAL JOURNAL OF RESEARCH IN BUSINESS AND SOCIAL SCIENCE 12(6)(2023) 56-65

Research in Business & Social Science

IJRBS VOL 12 NO 6 (2023) ISSN: 2147-4478
Available online at www.ssbfnet.com
Journal homepage: https://www.ssbfnet.com/ojs/index.php/ijrbs

The influence of online customer shopping experience on online

impulsive buying in e-commerce with attitudinal loyalty as a
mediation variable
Hana Rizquna Nabela (a) Albari Albari (b)*
(b)
Master of Management Study Program, Faculty of Business and Economics, Universitas Islam Indonesia, Indonesia
(b)
Associate Professor, Department of Management, Faculty of Business and Economics, Universitas Islam Indonesia, Indonesia

ARTICLE INFO ABSTRACT

Article history: Psychological components of Online Customer's Shopping Experience (OCSE) on attitude loyalty and
online impulsive buying in e-commerce. The research approach used is quantitative. The population
Received 09 August 2023 was all Indonesian people who used and bought e-commerce products. The sample was determined
Received in rev. form 08 Sept. 2023 using a non-probability sampling method with a convenience sampling technique. The number of
Accepted 12 September 2023 samples is 470 respondents. Research data were analyzed using AMOS 24 software with Structural
Equation Model (SEM) modeling. The results of SEM analysis showed that informativeness has a
positive and significant effect on online impulsive buying, convenience has a positive and significant
Keywords: impact on online impulsive buying and attitude loyalty, and attitude loyalty has a positive and
significant impact on online impulsive buying.
Online Customers Shopping
Experience, Online Impulsive Buying,
E-Commerce. © 2023 by the authors. Licensee SSBFNET, Istanbul, Turkey. This article is an open access article
distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license
(http://creativecommons.org/licenses/by/4.0/).
JEL Classification:
M3

Introduction
This research aims to explain the positive influence of functionality and technology, which has become an inseparable part of human
life. Kemp (2022) shows Datareportal Digital report that out of 277.7 million people in Indonesia, 204.7 million are Internet
technology users. Technology plays a role in increasing the economic saturation of buying and selling in Indonesia. The adoption of
digital technology in the economy is driven by a shift from traditional or offline buying and selling transactions to online buying and
selling transactions. The transformative power of this technology has changed people's behavior, which has led to the expansion of
the digital economy industry. This behavior change was further strengthened by the emergence of Covid-19 in Indonesia.
On the other side, the Economy SEA (2022) shows gross merchandise value (GMV) data for the value of Indonesia's digital economy
of $77 billion. The most considerable GMV value is in the e-commerce sector, which reached US$ 59 billion. This increase of 22%
from the previous year, valued at $48 billion, is predicted to reach $146 billion by 2025. The significant boost with a considerable
transaction value on GMV indicates that the growth of e-commerce in Indonesia is speedy, in line with consumers' high online
shopping styles.
Meanwhile, according to the Data.ai (2023), Indonesians spend 6.6 billion hours accessing online shopping applications. So, it's not
surprising that Indonesia is listed as the country with the highest number of users of e-commerce services in the world (Kemp, 2021).
Therefore, companies must identify and analyze the factors that create consumer loyalty attitudes that can impact buying behavior,
including online impulsive buying behavior.

* Corresponding author. ORCID ID: 0000-0001-6382-6676

© 2023 by the authors. Hosting by SSBFNET. Peer review under responsibility of Center for Strategic Studies in Business and Finance.
https://doi.org/10.20525/ijrbs.v12i6.2876
 Nabela and Albari, International Journal of Research in Business & Social Science 12(6) (2023), 56-65

Online impulsive buying is the purchase of a product or service that occurs without the formation of intention because the consumer
experiences a sudden urge (Anas et al, 2022). Gulfraz et al (2022) research revealed several variables that could affect impulsive
buying online, including online customer shopping experience (OCSE) and the attitude of customer loyalty towards e-commerce.

Online impulsive buying can be influenced by various variables, including functional dimensions of OCSE (Gulfraz et al, 2022; Zhao
et al, 2022; Wu et al, 2016), psychological dimensions of OCSE (Wu et al, 2016; Darmawan & Gatheru, 2021; Bao & Yang, 2022;
Um et al, 2023; Pereira et al, 2022; Gulfraz et al, 2022) and attitude loyalty (Srivastava & Kaul, 2016; Gulfraz et al, 2022; Li et al,
2023). However, different studies state that product informativeness is part of the functional dimension on online shopping sites and
does not significantly influence consumer attitudes (Anshu et al, 2022), as well as shopping enjoyment, online shopping site quality,
and product informativeness part of the functional and psychological dimensions e-commerce cannot influence the occurrence of
online impulsive buying (Febrilia & Warokka, 2021).
The difference in the results of this study is interesting for further research with the most popular e-commerce objects with the most
significant number of users in Indonesia, namely Shopee and Tokopedia. The research results can support previous research or will
instead follow the research results by Febrilia & Warokka (2021).

In addition, this study will also reveal the role of attitude loyalty, which is not only used as a variable influence on impulsive buying
but also plays a vital role as a mediator variable for the influence of OCSE functional and psychological dimensions on impulsive
buying.

Literature Review
Online Impulsive Buying

Online impulsive buying is purchases made by consumers without thinking logically because, at that time, consumers were only
carried away by emotions about a product (Darmawan & Gatheru, 2021). The sophistication of features in online shopping platforms
easily tempts consumer behavior because of its practicality so that it can increase online impulsive buying (Aragoncillo & Orus,
2018).
According to Pereira et al (2023), online impulsive buying can be classified by several indicators, namely often buying things
spontaneously, sometimes being unable to resist the feeling of wanting to buy something online, sometimes feeling guilty after buying
something online, finding it difficult to miss online offers, it is easy to be tempted when you see online products to make transactions,
and sometimes buy things online just because you like buying things, not because you need them.

Online Customer's Shopping Experience (OCSE)

Barbu et al (2021) defines customer experience as a dynamic concept that varies not only by company offerings but also depending
on environmental evolution, changes in consumption power, and the dynamics of interactions between brands and consumers.
Meanwhile, according to Urdea & Constantin (2021), OCSE combines the company's physical performance and all the senses that
interact at all brand touch points and can involve sensory, affective, and intellectual experiences and consumer behavior. OCSE plays
an essential role in strategic differentiation, which can be the key to the success of e-commerce (Bhattacharya, 2018).
Companies can create an engaging online customer shopping experience strategy with functional and psychological dimensions
(Gulfraz et al, 2022). The functional dimension is in the form of a website atmosphere whose use can assist customers in fulfilling
all their desires so that they can influence online purchases, including informativeness and visual engagement (Gulfraz et al, 2022;
Tandon et al, 2017). Meanwhile, the psychological dimension is essential in increasing customers' intimacy with brands when using
e-commerce, including trust and convenience (Klaus, 2013; Gulfraz et al, 2022).

Informativeness shows the ability of a website to provide helpful information until customer decision-making occurs (Gulfraz et al,
2022). Meanwhile, according to Urdea & Constantin (2021) informativeness is a characteristic of online stores that refers to
information content that supports customer buying activities in e-commerce. Informativeness when shopping online can be measured
through 4 indicators: much information about product features and quality, accurate product information, detailed product
information, and sufficient information until the transaction is completed (Gulfraz et al, 2022).

Meanwhile, Martinez & Casielles (2021) explained that visual engagement is an important trick to attract consumers' attention to
websites that have been designed in a structured manner to support smooth access to sites that are easy to understand and enhance
customer emotional experiences. In addition, according to him, using website colors correctly can provoke a more significant
psychological and emotional response for customers. Indicators that can analyze visual engagement include viewing online products
from various angles when shopping; e-commerce screen designs such as colors, boxes, menus, and navigation tools aligned; and e-
commerce visuals designed professionally and well displayed (Gulfraz et al, 2022).
Trust is a primary element that can minimize risk perception and uncertainty (Bao & Yang, 2022). According to him, trust cannot be
built in the minds of consumers because consumers cannot touch, feel, or try products before buying, so it is difficult to reach a
purchasing decision. Customers who trust e-commerce platforms and find purchasing procedures more convenient and enjoyable

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tend to spend more time accessing e-commerce, which can lead to more impulsive buying decisions (Gulfraz et al, 2022). Trust can
be measured by adopting three leading indicators: benevolence, competence, and integrity (Wu et al, 2016).
Convenience is the ability to access something without hassle (Anshu et al, 2022). Meanwhile, according to Gulfraz et al (2022),
convenience is an aspect that frees consumers to make purchases without geographic or short time restrictions. In addition, according
to Anas et al (2022), shopping convenience is defined as a multidimensional construct that includes decision-making, access to stores,
product search transactions, and the convenience created after purchase. Based on Pereira et al (2023), the convenience variable can
be measured through several indicators of convenience, safe payment methods, and reasonable prices.
Attitude Loyalty

Attitude loyalty is defined as a customer's strong commitment to rebuy their favorite products or services consistently in the future
without any elements of encouragement from competitive marketing and situational influences (Valino et al, 2021). Attitudinal
loyalty is a psychological and emotional feeling related to loyalty, which reflects a special relationship between customers and
product providers (Hermantoro & Albari, 2022). Meanwhile, Martinez & Casielles (2021) explained that attitudinal loyalty is the
desire of consumers to remain connected with companies that sell products or services without thinking about price so they can
recommend them to others. Based on Valino et al (2021), customer loyalty toward e-commerce can be measured through several
indicators including customers preferring their favorite shopping sites over competitors, customers continuing to make purchases on
their favorite sites, and customers recommending their favorite shopping sites to others.

Empirical Review and Hypothesis Development

Functionality Dimension OCSE on Online Impulsive Buying
Based on research by Wu et al (2016), informativeness in e-commerce influences online impulsive buying. This is supported by
research conducted by Gulfraz et al (2022), which states that informativeness visual engagement as a functional dimension of OCSE
has a significant positive effect on increasing customer online impulsive buying behavior when shopping in e-commerce. With this,
the researcher determines the following research hypothesis:

H a. Informativeness has a positive effect on online impulsive buying

Apart from being positively influenced by informativeness, visual engagement can also influence impulsive buying (Gulfraz et al,
2022). This is corroborated by the research of Zhao et al (2022), who also found that visual site engagement has a positive and
significant relationship with online impulsive buying among college students. On the contrary, research by Febrilia & Warokka
(2021) and Anshu et al (2022) found that visual engagement does not positively and significantly affect impulsive buying. Therefore,
the research hypothesis is determined to be:
H1b. Visual engagement has a positive effect on online impulsive buying

Functionality Dimension OCSE on Attitudinal Loyalty

Informativeness presented by e-commerce and supported by good visual design elements can shape customer loyalty attitudes that
can increase sales and profitability of online businesses (Urdea & Constantin, 2021). This opinion aligns with the results of Pandey
& Chawla's (2018) research, which proves that informativeness positively and significantly affects e-commerce customer loyalty in
India. So, the research hypothesis proposed is:
H2a. Informativeness has a positive effect on attitude loyalty

In addition, attitude loyalty can also be influenced by visual engagement. The research results by Martinez & Casielles (2021) suggest
that visual engagement positively affects the loyalty of e-commerce consumers. Likewise, the research results from Pandey & Chawla
(2018), so the research hypothesis is set as follows:

H2b. Visual engagement has a positive effect on attitude loyalty

Psychological Dimension OCSE on Online Impulsive Buying

Gulfraz et al (2022) and Wu et al (2016) 's research results prove that trust positively affects online impulsive buying. This aligns
with research conducted by Darmawan & Gatheru (2021), which suggests that trust positively affects impulsive buying in e-
commerce Shopee. In addition, it is also supported by the research results of Bao & Yang (2022), which state that trust is proven to
positively and significantly influence impulsive purchases, where the higher the level of customer trust in e-commerce, the higher
the level of impulsive buying behavior. With that, the researcher determines the following hypothesis:

H3a. Trust has a positive effect on online impulsive buying

Meanwhile, research by Um et al (2023) and Pereira et al (2023) found that convenience indirectly encourages impulsive buying
behavior. Even explicitly, the research of Gulfraz et al (2022) proves that the convenience aspect significantly has a positive effect
on impulse purchases online, so the following research hypothesis is proposed:

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H3b. Convenience has a positive effect on online impulsive buying

Psychological Dimension OCSE on Attitudinal Loyalty

Customers who firmly trust the e-commerce platform will tend to show a positive attitude toward the platform (Gulfraz et al, 2022).
In addition, positive trust will also affect purchase intentions, which can positively impact loyalty (Hong & Cho, 2011). Also
supported by the research results of Ashraf et al (2019) that trust affects loyalty. Therefore, the researcher discusses the following
hypotheses:

H4a. Trust has a positive effect on attitude loyalty

In addition, Pandey & Chawla's (2018) research proves that convenience positively affects the loyalty of men and women when
shopping in e-commerce. Similarly, the results of Erigit & Fan's study (2021) show a positive effect of convenience on loyalty.
Therefore, the research hypothesis is:
H4b. Convenience has a positive effect on attitude loyalty

Attitudinal Loyalty on Online Impulsive Buying

Research by Srivastava & Kaul (2016) revealed that the functional and psychological components of OCSE indirectly influence
online impulsive purchases mediated by customer attitude loyalty. In line with the results of the Gulfraz et al (2022) study, attitude
loyalty can mediate between OCSE and online impulsive buying. Research by Li et al (2023) also proves that customer loyalty
positively affects impulsive buying behavior. Therefore, the researcher developed the following hypothesis:

H5. Attitude loyalty has a positive effect on online impulsive buying

Based on the theoretical studies and hypotheses above, the researchers formed the research framework shown in Figure 1, which
consists of several variables: functional dimensions of OCSE (informativeness visual engagement), the psychological dimensions of
OCSE (trust and convenience), attitude loyalty, and online impulsive buying.

Figure 1: Research Framework

Research and Methodology

The population in this study is all Indonesian people who have used and bought products on e-commerce, Shopee or Tokopedia. The
sample is Indonesian men and women aged 17-60 who have used and purchased products on e-commerce Shopee or Tokopedia at
least three times.

In determining the sample, the authors used non-probability sampling methods and convenience sampling techniques to draw samples
by chance from the existing population according to the needs of researchers by filling out a questionnaire on Google Forms.

The questionnaire contains variable indicators obtained from studies that have been modified by Pereira et al (2023), Gulfraz et al
(2022), Wu et al (2016), and Valino et al (2021) consisting of 4 informativeness items, three visual engagement items, three trust
statements, four convenience items, three attitude loyalty statements, and 6 statement items from online impulsive buying,

The number of respondents involved in this study was 470 people. This figure has been calculated by fulfilling the criteria of Hair et
al (2018) regarding using the analysis tool Structural Equation Model (SEM). The research data obtained were analyzed using AMOS
24 software with SEM modeling. All data is also processed based on goodness of fit (GOF) criteria to get a good model.

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Findings and Discussions

Before the data analysis process, the data tested the validity and reliability of each variable. The test results are shown in Table 1.
Table 1: Validity Test, Reliability, and Mean

Indicator Val./Rail. Means

Online Impulsive Buying 0.891 4,120

Get a lot of information about product features and quality when shopping online. 0.787 4,145

Get accurate information about product features when shopping online. 0.956 4,049

Get detailed product information when shopping online. 0.882 4,060

Get enough information to complete the transaction. 0.630 4,228

Visual Engagement 0.741 4,076

Can see products from various sides when shopping online 0.538 3,987

The design of the e-commerce display is continuous with each other. 0.786 4,062

e-commerce visuals are professionally designed and well presented. 0.759 4,179

Trusts 0.750 3,945

Online shopping sites can help meet my needs well. 0.628 4,321

Online shopping sites provide detailed product information services. 0.815 3,928

Online shopping sites are honest and trustworthy in serving consumers. 0.671 3,585

Convenience 0.779 4,393

Feel convenience while accessing e-commerce. 0.766 4,321

Can do online shopping anytime and anywhere. 0.684 4,621

Feeling the security of payment methods in e-commerce is good. 0.668 4,206

Prices for online goods in e-commerce tend to be reasonable compared to offline prices. 0.614 4,421

Attitude Loyalty 0.790 4,031

Prefer favorite e-commerce over competitors even though they get recommendations from friends. 0.716 3,977

Continue to make purchases at my favorite e-commerce. 0.936 3,962

Will recommend his favorite e-commerce to others. 0.557 4.155

Online Impulsive Buying 0.795 3,983

Often buy things spontaneously 0.589 3,906

Sometimes can’t resist the feeling of wanting to buy something online. 0.719 3,840

Sometimes feel guilty after buying something online. 0.575 4,164

Often find it hard to miss online offers/promos. 0.582 4,111

It's easy to be tempted when you see online products and make transactions 0.581 4,040

Sometimes buying things just because you like buying stuff, not because you need it. 0.703 3,717

Table 1 shows that the informativeness, visual engagement, trust, convenience, attitude loyalty, and online impulsive buying variable
indicators produce a loading factor value greater than 0.5 and a construct reliability value greater than 0.7. Therefore, all indicators
and variables used in this study are valid and reliable so that they can be used for further analysis.
Table 1 also shows the average of different indicators. The convenience variable has the highest average value of 4.393, and the trust
variable has the lowest value of 3.945.

Following analysis, convert the path diagram into structural equations according to the model for each variable, as shown in Figure
2 below:

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Figure 2: Structural Equation Model

Figure 2 shows the calculation of goodness of fit with the CMIN/DF index of 1.491 < 2.00, the RMSEA value is 0.032 < 0.08, the
GFI value is 0.946 ≥ 0.90, the AGFI value is 0.929 ≥ 0.90, the TLI value is 0.970 ≥ 0. 90, and the NFI value is 0.927 ≥ 0.90. All tests
have met the criteria. Therefore, the model is declared a good fit so that it can be accepted and is suitable for further testing, namely
hypothesis testing. The results of hypothesis testing are listed in Table 2.

Table 2: Hypothesis Test Results

Estimates SE CR P Ket.
IB <--- INF .210 .074 2,826 005 H1a Significant
IB <--- VE .104 .064 1618 .106 H1b Insignificant
AL <--- INF 012 080 .149 .882 H2a Insignificant
AL <--- VE .098 .069 1,417 .156 H2b Insignificant
IB <--- TR -.184 .157 -1,168 .243 H3a Insignificant
IB <--- CONV .249 .120 2078 038 H3b Significant
AL <--- TR .449 .169 2,650 008 H4a Significant
AL <--- CONV .336 .130 2,593 010 H4b Significant
IB <--- AL .243 062 3,944 *** H5 Significant

Based on Table 2, which has been presented, it can be explained that of the 9 hypothesis tests, 5 hypotheses are supported, and four
hypotheses are not supported. The hypothesis is supported significantly by having a probability value of less than 0.005 and a CR
value greater than 1.96. The hypothesis is not supported significantly because the probability value is more significant than 0.005,
and the CR critical ratio value is less than 1.96. The results of the hypothesis H1a can be stated that informativeness has a positive
and significant effect on online impulsive buying, H1b is proven that visual engagement has a positive but not significant impact on
online impulsive buying, H2a informativeness has a positive effect on attitude loyalty but not significant, H2b visual engagement
has a positive but not significant impact on attitude loyalty,

Discussion
Effect of Informativeness on Online Impulsive Buying

The first finding on H1a proves that the informativeness variable positively and significantly influences online impulsive buying.
The results of this study agree with Gulfraz et al (2022), which state that informative variables can significantly influence online
impulsive buying on e-commerce platforms. Also supported is research by Wu et al (2016), who argued that informativeness in e-
commerce influences online impulsive buying.

Therefore, based on the research that has been done, e-commerce must present a lot of information related to product features and
quality accurately and in detail to bring customers to reach transactions.

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Effect of Visual Engagement on Online Impulsive Buying

The findings of the H1b study show that visual engagement has a positive but insignificant effect on online impulsive buying. This
supports the research of Febrilia & Warokka (2021) and Anshu et al (2022), which became a gap in this study; that is, there was no
effect found between visual engagement and customer behavior in making shopping decisions, including online impulsive buying
behavior decisions in e-commerce. Thus, the results of this study contradict research by Zhao et al (2022), who found that visual
engagement on sites has a positive and significant relationship with online impulsive buying among college students.

Effect of Informativeness on Attitude Loyalty

Subsequent findings H2a state that informativeness positively affects attitude loyalty but is not significant. These results contradict
the research of Pandey & Chawla (2018) and Urdea & Constantin (2021), and that informativeness has a positive and significant
effect on customer loyalty in e-commerce in India. The difference in these results can be caused by different research locations and
research objects. This research was conducted in Indonesia in 2023 with other characteristics in terms of culture and different
conditions, while the previous study was conducted in India in 2018.
Effect of Visual Engagement on Attitude Loyalty

The results of the H2b hypothesis reveal that visual engagement has a positive but insignificant effect on attitude loyalty, so the
hypothesis is rejected. The results of this test are supported by research by Winnie (2014), whose findings implicitly reveal that
website design and content negatively affect customer loyalty. In this study, to form attitudinal loyalty, consumers in Indonesia may
not need visual engagement, but some other variables that need to be considered by companies, such as trust and convenience.

Effect of Trust on Online Impulsive Buying

The results of the H3a hypothesis are that trust has no effect and is not significant on online impulsive buying. Consumer trust in e-
commerce cannot solely influence customer impulse buying behavior. This is supported by the research of Hong & Cho (2011),
which indicates that more important than trust in influencing transactions is perception, e-commerce effectiveness, buying and selling
risks, and the positive experiences that customer has built.

Effect of Convenience on Online Impulsive Buying

The results of the H3b hypothesis are that convenience has a positive and significant effect on online impulsive buying. The results
of this study are in line with the research of Gulfraz et al (2022), where the convenience aspect is proven to have a significantly
positive effect on online impulsive buying, and is also supported by the research of Um et al (2023) and Pereira et al (2023) which
state that indirectly the convenience aspect encourages impulsive buying behavior.

With that, e-commerce needs to maintain and improve systems or features in e-commerce as well as services related to customer
needs to create a positive shopping experience in customers' minds to form convenience that can increase the impact on repeat
purchases.
Effect of Trust on Attitude Loyalty

The results of study H4a indicate that trust has a positive and significant effect on attitude loyalty. This is consistent with the research
by Hong & Cho (2011) and Ashraf et al (2019) which demonstrates that positive trust can influence customer loyalty attitudes. It
was also revealed in the study by Gulfraz et al (2022) that customers who strongly trust the e-commerce platform tend to show a
positive attitude toward the platform.
Customer loyalty towards e-commerce can be built through trust by helping to meet customer needs, providing detailed and precise
product information services, and serving customers honestly; this can increase customer satisfaction and impact future purchases.
Effect of Convenience on Attitude Loyalty
The results of the H4b test suggest that convenience has a positive and significant effect on attitude loyalty. In line with research by
Erigit & Fan's study (2021) and Pandey & Chawla (2018), which states that convenience related to the use of e-commerce has a
positive effect on the loyalty behavior of men and women when shopping on e-commerce. Convenience can be one aspect of the
customer experience that can influence customer loyalty.

That way, e-commerce needs to pay attention to aspects that can create customer convenience, such as smooth access, ease of
payment, reasonable prices, and others, thus enhancing loyalty attitudes.

The last hypothesis, H5, proves that attitude loyalty positively and significantly affects online impulsive buying. Supported by the
research of Hong & Cho (2011), attitude loyalty can be a significant predictor of online buying behavior. In addition, this is consistent
with the study of Srivastava & Kaul (2016) that the functional and psychological components of OCSE indirectly influence online
impulsive purchases, which are mediated by customer attitude loyalty. This is also consistent with the results of research by Gulfraz
et al (2022) and Li et al (2023), that attitude loyalty positively affects impulsive buying behavior.

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Attitude loyalty can be interpreted as a customer's commitment to consistently re-purchase his favorite products or services without
thinking about the price and most likely to be able to recommend them to others. This indicates that the higher the attitude of consumer
loyalty, the higher the impulsive buying behavior of customers in e-commerce Shopee and Tokopedia. Therefore, e-commerce needs
to pay attention to creating positive experiences in the minds of consumers while shopping by emphasizing e-commerce facilities
from various aspects to build consumer loyalty and impact increasing buying and selling transactions.
With this explanation, it is possible to calculate the effect of exogenous and endogenous variables both totally, directly, and indirectly.
The recapitulation of the calculation results is shown in Table 3.
Table 3: Effect of Exogenous Variables on Endogenous Variables

Total Effects Direct Effects Indirect Effects

INF VE TR CONV AL IB INF VE TR CONV AL IB INF VE TR CONV AL IB
AL 0 0 0.363 0.267 0 0 0 0 0.363 0.267 0 0 0 0 0 0 0 0
IB 0.160 0 0.101 0.209 0.277 0 0.160 0 0 0.135 0.277 0 0 0 0.101 0.074 0 0

Based on Table 3 above, it is known that the total influence of variables is from direct and indirect impacts. The informativeness
variable on the online impulsive buying variable has the same total effect as the direct influence value of 0.160 (16%). Then, the trust
variable directly impacts attitude loyalty by 0.363 (36.3%); this value is the same as the total effect.
Meanwhile, the trust variable for online impulsive buying indirectly affects 0.101 (10.1%). The convenience variable on attitude
loyalty produces a total effect with the same direct value of 0.267 (26.7%). Then, the total effect of the convenience variable on
online impulsive buying is 0.209 (20.9%), with a direct effect of 0.135 (13.5%) and an indirect effect value of 0.074 (7.4%). Last,
the attitude loyalty variable's direct positive effect on online impulsive buying is 0.277 (27.7%).

Overall, attitude loyalty in this study shows a very important role in the influence of trust on online impulsive buying but does not
show a dominant role in influencing informativeness and conveniences in shaping online impulsive buying. This can be seen from
the indirect effect of these variables on online impulsive buying.

Conclusions
The results of this study indicate that out of all nine hypotheses put forward, five hypotheses prove significant, namely H1a
informativeness has a positive effect on online impulsive buying, H3b and H4b convenience has a positive impact on online impulsive
buying and attitude loyalty, H4a trust has a positive effect on attitude loyalty, and H5 attitude loyalty has a positive impact on online
impulsive buying. In comparison, the other four hypotheses are stated to be insignificant.

The researcher suggests that the sample criteria be more specific for further research so that the sample that can fill out the
questionnaire is selected. The researcher can also expand the sample so that the characteristics of the respondents will be more
diverse. The data obtained will be more varied, thus enabling the research model to be more tested.
This research also provides managerial implications for Shopee and Tokopedia Indonesia e-commerce activists to shape e-commerce
customer loyalty attitudes by increasing aspects of functional and psychological dimensions to influence shopping behavior. To
achieve aspects of practical and psychological dimensions, it can improve customer experience through increased transparency of
complete and accurate information regarding products or services, prices, and payment channels to create trust and convenience in
e-commerce. This is undoubtedly the company's strategy to survive and compete in the digital transformation era.
Acknowledgments
Thanks to the Master of Management Study Program at the Islamic University of Indonesia, Yogyakarta, which has supported the author in
researching and publishing this article. We also thank the lecturers who have supported this research by providing ideas and directions for the
perfection of the study, all respondents who were happy to answer all the questionnaires so that this research was successful, and all participants who
contributed so that this research could run successfully. Thank you so much.

All authors have read and agreed to the published version of the manuscript.
Author Contributions: Conceptualization, H.R.N., A.A; methodology, H.R.N.; validation, H.R.N., A.A.; formal analysis, H.R.N., A.A.;
investigation, H.R.N.; resources, H.R.N.; writing—original draft preparation, H.R.N.; writing—review and editing, H.R.N., A.A.
Funding: This research was funded by H.R.N.
Informed Consent Statement: Informed consent was obtained from all subjects involved in the study.
Data Availability Statement: The data presented in this study are available on request from the corresponding author. The data are not publicly
available due to restrictions.
Conflicts of Interest: The authors declare no conflict of interest.

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