The influence of hedonic values and extraversion on online impulse buying: Empirical evidence from Indonesia

The purpose of this study is to analyze Indonesian consumer hedonic values, extraversion, and online impulse buying, as well examine the influence values extraversion personality on impulsive buying. This uses a quantitative research method that employs descriptive associative tools. primary data were gathered through social media surveys consumers who buy goods e-commerce. Of 440 respondents received questionnaires, only 400 completed them accurately. According survey, at least 75% shop regularly. study’s findings describe three types consumers: those with reasonably high extrovert personalities, prone Path analysis results indicate both value have significant Hedonic enjoy shopping, result, they discover items had not previously considered purchasing without careful consideration. On other hand, extroverted are outgoing, passionate, pleasant in situations more likely be interested These provide business owners necessary guidance by demonstrating importance developing website informative but also visually appealing engaging trigger Acknowledgment was supported grant from Universitas Padjadjaran, Indonesia.