The influence of internal and external consumer factors on impulsive buying behavior of X juice products in DKI Jakarta Province

X Juice is an agribusiness product that offers juice and smoothie drinks made from premium fruits and unique ingredient blends. X Juice implements an effective marketing strategy that encourages mall visitors to buy products impulsively. One city with the potential for changes in consumer behavior is Jakarta Province. The study aims to analyze the influence of internal factors, including emotion, self-control, fear of missing out, and life style, as well as external factors, including product attribute, promotion, service quality, and consumer satisfication. This research used a case study method and accidental sampling with a total sample of 400 respondents. The research location was determined purposively. Data analysis was conducted using multiple linear regression, including instrument feasibility testing, normality, classical assumption, and hypothesis, comprising partial tests (t-test), simultaneous tests (F-test), and coefficient of determination testing (R² test). The research results indicate that the characteristics of impulsive buying consumers are classified based on gender, age, type of occupation, and income level, while consumer impulsive buying behavior is classified based on purchase reasons, purchase frequency, purchase quantity, consumption frequency, and consumption quantity. The results of multiple linear regression analysis in the partial test (t-test) show that fear of missing out, lifestyle, product attributes, and promotion have Sig. values < 0,05 and t count values > t table values, indicating a positive effect. In the simultaneous test (F-test), there is a significant influence simultaneously between the dependent variable and the independent variable, in the determination coefficient test (R2-test), it shows that the Adjusted R Square value is 0,381, which means that the ability of the independent variable to explain the dependent variable is very limited, with a percentage of 38,1% of the dependent variable being influenced by the independent variables in the model, while the remaining 61,9% is influenced by other variables outside the model.