INFLUENCE OF CONSUMER CHARACTERISTICS AND SITUATIONAL FACTORS ON ONLINE IMPULSIVE BUYING OF FASHION PRODUCTS

This study aims to analyze the influence of consumer characteristics (impulse buying tendencies, shopping enjoyment and moods) situational factors (individual situation, website quality, motivational activity by retailers, product attributes) on online impulsive purchases fashion products in past pandemic. The population this were people who live Surakarta Solo Residency with a sample 100 respondents. data collection method used questionnaire, was processed using Partial Last Square (PLS). Data analysis included instrument tests, classic assumption tests consisting multicollinearity Goodness Fit (GoF) partial (t-test). results show that first, there are four accepted hypotheses where moods, attributes. Second, other such as individual retailers not determining factors.