Pengaruh Social Media Engagement Tiktok Terhadap Impulse Buying Produk Pakaian Pada Dewasa Awal
DOI:
https://doi.org/10.53091/hum.v2i2.39Keywords:
keterlibatan media sosial, pembelian impulsif, TiktokAbstract
Social media engagement (SME) is an individual's activity of viewing content, liking, sharing, and commenting which can increase individual involvement with content on social media. The high SME experienced by individuals can increase impulse buying (IB) decisions, purchase without thinking and based on pleasure with the product. This research uses a quantitative study to explain the effect of Tiktok's social media engagement on impulse buying of online clothing content in early adults. Participants obtained in this study were 131 early adult samples. The results of simple linear regression analysis can be seen that SME positively and significantly affects IB (F = 41.941, p = 0.000 <0.05) with a contribution of 24.8%.
References
Alt, D. (2015). College students’ academic motivation, media engagement and fear of missing out. Computers in Human Behavior, 49, 111–119 https://doi.org/10.1016/J.CHB.2015.02.057
Astuti, S. R. T., Khasanah, I., & Yoestini, Y. (2020). Study of impulse buying on Instagram users in Indonesia. Diponegoro International Journal of Business, 3(1), 47–54. https://doi.org/10.14710/DIJB.3.1.2020.47-54
Dean, B. (2022, January 5). Tiktok user statistics (2022). https://backlinko.com/tiktok-users#tiktok-growth-rate
Huang, L. T. (2016). Flow and social capital theory in online impulse buying. Journal of Business Research, 69(6), 2277–2283. https://doi.org/10.1016/J.JBUSRES.2015.12.042
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/J.BUSHOR.2009.09.003
Khokhar, A. A., Qureshi, P. A. baker, Murtaza, F., & Kazi, A. G. (2019). The impact of social media on impulse buying behaviour in hyderabad sindh Pakistan. International Journal of Entrepreneurial Research, 2(2), 8–12. https://doi.org/10.31580/IJER.V2I2.907
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6). https://doi.org/10.3390/INFO12060241
Malthouse, E. C., Calder, B. J., Kim, S. J., & Vandenbosch, M. (2016). Evidence that user-generated content that produces engagement increases purchase behaviours. Journal of Marketing Management, 32(5–6), 427–444. https://doi.org/10.1080/0267257X.2016.1148066
Miranda, Y. C. (2016). Kajian Terhadap Faktor yang Mempengaruhi Impulse Buying Dalam Online Shopping. Competence?: Journal of Management Studies, 10(1). https://doi.org/10.21107/KOMPETENSI.V10I1.3424
Sudha, S., & Karuppiah, B. (2018). Role of social media influence on customers impulsive buying behaviour towards apparel. International Journal of Supply Chain Management, 7(5), 903–908. https://ojs.excelingtech.co.uk/index.php/IJSCM/article/view/2509
Verplanken, B., & Herabadi, A. (2001). Individual differences in impulse buying tendency: Feeling and no thinking. European Journal of Personality, 15(1 SUPPL.). https://doi.org/10.1002/per.423
We are social. (2021, October 21). Social media users pass the 4.5 billion mark . https://wearesocial.com/jp/blog/2021/10/social-media-users-pass-the-4-5-billion-mark/
Zniva, R., Weitzl, W. J., Müller, J. M., & Schneider, A. (2020). Types of electronic word-of-mouth and their impact on consumer attitudes. Springer Proceedings in Business and Economics, 62–69. https://doi.org/10.1007/978-3-030-47595-6_9/COVER
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Vidi Vitara, Meike Kurniawati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
