ONLINE IMPULSE BUYING; FACTORS EFFECT OF IMPULSIVE SYSTEM STIMULI AND ORGANISM

Santoso, Adi, Maryunitasari, Siska and Kristiyana, Naning (2023) ONLINE IMPULSE BUYING; FACTORS EFFECT OF IMPULSIVE SYSTEM STIMULI AND ORGANISM. YMER, 12 (10). pp. 562-587. ISSN 0044-0477

Text 31b-Online Impulse Buying; Factors Effect Of Impulsive.pdf Download (4MB)

Abstract

This study aims to explore the factors that influence impulse buying
behavior on social commerce platforms caused by review quality, source
credibility, and observational lierning which are mediated by positive
effects. The population of this study is consumers on social commerce
platforms. A total sample of 318 respondents. This research method is
path analysis with analysis tools using the statistical software AMOS 24.
This research found that review quality and source credibility had no
effect on the positive effect, but observational lierning had a significant
effect on the positive effect. The results of this research also found that
review quality, source credibility, and positive effect affected impulse
buying behavior, but observational lierning had no significant effect on
impulse buying behavior. Furthermore, the positive effect can mediate the
relationship between observational lierning and impulse buying behavior,
but cannot mediate between review quality, and source credibility on
impulse buying behavior. Marketers to increase impulsive buying
behavior must create a positive effect on consumers and must also pay
attention to review quality, source credibility, and observational lierning
because these three things can increase impulsive buying behavior. So
that should be the full attention of the company. The results of this study
have a novelty that can be used to extend theoretical research. Research
with this new research model also reveals the understanding that social
interaction can motivate impulsive buying behavior. Meanwhile, this
research also discusses the effects of mediating variables.

Item Type:	Article
Uncontrolled Keywords:	Quality Review, Source Credibility, Observational Learning, Positive Effect, Impulse Buying Behavior.
Subjects:	H Social Sciences > HJ Public Finance
Divisions:	Faculty of Economic
Depositing User:	Library Umpo
Date Deposited:	20 Oct 2023 02:56
Last Modified:	20 Oct 2023 02:56
URI:	https://eprints.umpo.ac.id/id/eprint/13009

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