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. The Partial Least Square Structural Equation Model (PLS-SEM) are employ using SmartPLS 4.0 to assess the reliability and validity of the survey data. This research contributes valuable insights for understanding the dynamics of online impulsive buying in the context of emerging digital payment systems. This dataset can contribute to formulating strategic marketing and other crucial decisions by Buy Now Pay Later (E-Paylater) providers. Furthermore, this dataset can be utilized for data analysis by various stakeholders seeking information on the purchasing decisions of digital consumer groups based on age, gender, education, and income levels. Regulators of Buy Now Pay Later can also leverage this data to support the creation of regulations and educational programs promoting the responsible usage of Buy Now Pay Later services. This dataset can also be utilized by academics in the field of consumer behavior to analyze the influence of stimuli originating from payment facilities such as Buy Now Pay Later on individuals as organisms, ultimately leading to the emergence of impulsive buying behavior.