Dataset on online impulsive buying behavior of buy now pay later users and non-buy now pay later users in Indonesia using the stimulus-organism-response model.

This paper provides a dataset that thoroughly explores online impulsive buying behavior, offering a comparative analysis between Buy Now Pay Later (BNPL) users and non- Buy Now Pay Later users in Indonesia. Utilizing the Stimulus-Organism-Response (S-O-R) model, the research investigates the nuanced interplay of external stimuli, cognitive and emotional responses, and resulting in impulsive purchasing behaviour. The dataset, derived from a detailed survey of 810 online consumers, unveils distinctive patterns in the impulsive buying behaviors of these two user groups, shedding light on the impact of Buy Now Pay Later stimuli on consumer decision-making.