The effects of mobile marketing collaborator on consumers' impulse buying behavior in online marketplace during pandemic

ABSTRACT

This study analyzes the influence of the COVID-19 pandemic on impulse buying on the marketplace platform in Jakarta. This research is motivated because the COVID-19 pandemic period lasted quite a long time. Therefore, this research was conducted so that it can be useful for entrepreneurs or marketplace sellers during the COVID-19 pandemic. The research method used is descriptive quantitative method. Data collection techniques using questionnaires and literature study. The techniques used in statistical testing include validity testing, reliability testing, and hypothesis testing. When the research was conducted from September 2020 to January 2021. The results obtained were that there was a relationship between variables, such as mobile marketing, discounts, and lifestyle that could affect impulse buying on the marketplace even though they were moderately related. © 2021 IEEE.