Aham, Muhammad Dafa Rayyandi (2023). The Effect of Trust, Need for Arousal, And Materialism on Online Impulsive Buying Behavior: Comparison of Tokopedia and Shopee Marketplaces. Advisor: Laila Refiana Said.

The recent Covid-19 outbreak has increased online transactions. There have been many studies about impulsive buying. However, limited studies analyze impulsive buying in online shopping, particularly those that examine the comparison between two highly competitive marketplaces in Indonesia, namely Tokopedia and Shopee. This study proposed a framework that explores the influences of Trust, the Need for Arousal, and Materialism on Online Impulsive Buying Behavior. It also analyzed whether there was any difference between Tokopedia and Shopee users regarding impulsive buying. Empirical data were collected from 192 Tokopedia users and 192 Shopee users—the questionnaires were distributed via Google Forms. The data were processed using multiple regression analysis and ANCOVA through the SPSS version 25 program. The findings showed that Need for Arousal and Materialism positively affected Online Impulsive Buying Behavior. In contrast, Trust did not affect Impulsive Buying Behavior. Results of the ANCOVA found no difference between Tokopedia and Shopee users. The findings of this study provide valuable insights that contribute to impulsive consumer behavior knowledge and online marketplace business. By examining the role of Trust, the Need for Arousal, and Materialism, this study suggests more effective strategies for promoting the marketplaces, especially in managing impulsive buying.

Keywords: ANCOVA, impulsive buying, materialism, need for arousal, trust