The Effect of Product Design and Price on Consumers’ Impulsive Buying on Shopee

Dyah Ayu Larasati; Aisyah Darti Megasari; Priyo Utomo; Syamsul Arifin; Nuryadi Nuryadi

doi:10.29138/ijebd.v8i5.3409

Dyah Ayu Larasati Sekolah Tinggi Ilmu Ekonomi Pemuda
Aisyah Darti Megasari Sekolah Tinggi Ilmu Ekonomi Pemuda
Priyo Utomo Sekolah Tinggi Ilmu Ekonomi Pemuda
Syamsul Arifin Sekolah Tinggi Ilmu Ekonomi Pemuda
Nuryadi Nuryadi Sekolah Tinggi Ilmu Ekonomi Pemuda

DOI: https://doi.org/10.29138/ijebd.v8i5.3409

Keywords: Product Design, Price, Impulsive Buying, Shopee, E-commerce, Marketplace

Abstract

Purpose: This study aims to examine the effect of product design and price on consumers’ impulsive buying behavior on Shopee.

Design/Methodology/Approach: The research employed a quantitative approach with purposive sampling of 200 respondents who had purchased sublimation-printed fabric products under the Cannamolid Pattern brand on Shopee. Data were collected through a five-point Likert scale questionnaire. The validity and reliability of the instrument were tested, and the data were analyzed using multiple linear regression with t-tests and F-tests through SPSS version 29.

Findings: The results show that: (1) product design has a positive and significant effect on impulsive buying (? = 0.499; t = 14.237; p < 0.001); (2) price also has a positive and significant effect (? = 0.325; t = 9.284; p < 0.001); and (3) product design and price simultaneously have a significant effect on impulsive buying, with F = 188.603 and p < 0.001. The coefficient of determination (R²) of 0.657 indicates that both variables explain 65.7% of the variance in impulsive buying, while the remaining 34.3% is influenced by other factors outside the model.

Research limitations/implications: This study emphasizes the role of product design and pricing strategies as strong triggers of impulsive buying in e-commerce. However, future research is recommended to include psychological factors and other marketing aspects for a more comprehensive understanding.

Practical implications: The findings provide practical insights for e-commerce sellers, particularly local brands, to pay closer attention to product design and pricing strategies in order to stimulate consumers’ impulsive purchases.

Originality/value: Few studies have specifically examined how product design—especially fabric motifs—and pricing strategies affect impulsive buying on e-commerce platforms such as Shopee. This study contributes a new perspective by highlighting the context of local MSMEs selling patterned fabric products, making the findings especially relevant for small businesses competing in Indonesia’s digital marketplace.

Paper type: Research paper