The majority of purchase activities are now done online, including for students, who use e commerce programs. Consumers will find it easier to make transactions with e-commerce, leading to impulsive purchase behavior. The purpose of this study is to see how brand loyalty affected impulsive buying among Universitas Muhammadiyah Purwokerto students who use C2C e-commerce.
The participants in this study were 100 Universitas Muhammadiyah Purwokerto students who used C2C e-commerce Quantitative approaches were used in this study. An impulsive purchase scale with a reliability coefficient of 0.935 and a brand loyalty scale with a reliability coefficient of 0.948 was utilized to collect data in this study.
With an F value of 48.122 and sig = 0.000 (p0.01), a simple linear regression test technique was used to analyze the data. It was concluded that brand loyalty had an effect on impulsive buying. The coefficient of determination (R Square) was 0.329, indicating that brand loyalty had a 32.9 percent effect on impulsive purchases.