i IMPULSIVE BUYING BEHAVIOR IN E -COMMERCE PLATFORM: THE ROLE OF THRESHOLD OF FREE SHIPPING PROMOTION AND PRODUCT TYPE THESIS In partial fulfillment of the requirements for the Degree of Master of Science in Management from the Institute of Technology Bandung By READDY ARIA YENDOLA Student ID: 29020009 (Master Program of Science in Management) INSTITUT TEKNOLOGI BANDUNG ii ABSTRACT IMPULSIVE BUYING BEHAVIOR IN E-COMMERCE PLATFORM: THE ROLE OF THRESHOLD OF FREE SHIPPING PROMOTION AND PRODUCT TYPE By Readdy Aria Yendola NIM: 29020009 (Master Program of Science in Management) E-Commerce has become an attractive channel for consumers to buy in this era since the advancement of technology. In addition, the rate of impulsive buying behavior in e-commerce is considered an exciting topic nowadays because many people buy impulsively in online shops. Previous research indicated that sales promotion has an impact on impulsive buying behavior. However, the specific sales promotion of Free Shipping Promotion is still less explained in its role in impulsive buying behavior. Interestingly, nowadays, many e-commerce platforms in Indonesia are using this free shipping strategy to enhance their profit. This study proposes new insight on how the Threshold of free shipping promotion type and product type could lead consumers to buy impulsively through consumers' emotional reaction of hedonic motivation and positive affect, using the S-O-R model. The data was analyzed using a total of 188 who had completed questionnaires. This study used ANOVA and Regression Analysis to assess the model and utilized SPSS. The main results of this study clearly illustrate that the maximum Threshold of Free Shipping type with the hedonic product led more to consumer hedonic motivation while the minimum Threshold of free shipping type was induced too when combined with utilitarian product. Furthermore, consumer feelings of hedonic motivation and positive affect played an essential role in determining the consumer's impulsive buying behavior. This study would benefit stakeholders in using and maximizing the free shipping promotion program. Keywords: Free Shipping, Impulsive Buying, Hedonic Motivation, Positive Affect 3 ABSTRAK PERILAKU PEMBELIAN IMPULSIF DI PLATFORM E - COMMERCE: PERAN AMBANG PROMOSI GRATIS ONGKOS KIRIM DAN JENIS PRODUK Oleh Readdy Aria Yendola NIM: 29020009 (Program Studi Magister Sains Manajemen) E-Commerce telah menjadi saluran yang menarik bagi konsumen untuk membeli di era ini sejak kemajuan teknologi. Selain itu, tingkat perilaku pembelian impulsif dalam e-commerce dianggap sebagai topik yang menarik saat ini karena banyak orang membeli secara impulsif di toko online. Penelitian sebelumnya menunjukkan bahwa promosi penjualan berdampak pada perilaku pembelian impulsif. Namun, khusus promosi penjualan berupa promosi gratis ongkir masih kurang dijelaskan perannya terhadap perilaku pembelian impulsif. Menariknya, saat ini banyak platform e-commerce di Indonesia yang menggunakan strategi pengiriman gratis ini untuk meningkatkan keuntungan mereka. Penelitian ini mengusulkan wawasan baru tentang bagaimana jenis ambang batas promosi pengiriman gratis ongkir dan jenis produk dapat mempengaruhi konsumen untuk membeli secara impulsif melalui reaksi emosional konsumen berupa motivasi berbelanja hedonis dan pengaruh perasaan positif, dengan menggunakan model S-O-R. Data dianalisis dengan menggunakan total 188 orang yang telah mengisi kuesioner. Penelitian ini menggunakan ANOVA dan Analisis Regresi untuk menilai model dan menggunakan SPSS sebagai alat bantu. Hasil utama penelitian ini dengan jelas menggambarkan bahwa Ambang Batas maksimum jenis promosi gratis ongkir dengan produk hedonis lebih mengarah pada motivasi hedonis konsumen, sedangkan Ambang batas minimum jenis pengiriman gratis telah mendorong juga jika dikombinasikan dengan produk utilitarian.