Website Personality and Consumer Values Influence on Online Impulsive Buying with Gender Moderation in E-Commerce

This study aims to determine the influence of website personality, utilitarian and hedonic, on impulsive online buying and the role of gender moderation on customers who shop in e-commerce. The study used non-probability sampling with a purposive sampling technique, conducted with 133 respondents who had shopped on e-commerce. The research analysis method used a structural equation model (SEM) with SmartPLS software. The results of this study explain that website personality influences utilitarian and hedonic but has no influence on impulsive online buying. Utilitarian and hedonic factors have a significant influence on impulsive online buying, while gender does not moderate the influence of website personality, utilitarian, and hedonic factors on impulsive online buying. This study describes a comprehensive model for companies to improve their website personality, utilitarian, and hedonic in increasing customers' impulsive online buying, so that company performance will increase sustainably. This research provides an understanding of changes in customer behavior when shopping online so that it can provide suggestions for companies to develop digital marketing strategies.