The effect of social media, online review, and price discount on impulse buying
Keywords:
social media, online review, price discount, impulse buying
Abstract
The purpose of this study was to analyze the effect of social media on impulse buying, to analyze online reviews on impulse buying, and to analyze the effect of price discounts on impulse buying. the population of this study were Padang City students who used the Shopee application. The research sample is 180 respondents. Purposive sampling was the method employed, and the only requirements were that the participants be students from Padang City and have purchased items through the Shopee app. Multiple linear regression analysis is the method utilized for data analysis. The findings demonstrated that social media significantly and favorably influences impulsive buying. Impulsive buying are significantly and favorably impacted by online reviews. Discounts significantly and favorably influence impulsive buying.
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References
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Baker Qureshi, P. A., 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
Bansal, M., & Kumar, S. (2018). Impact of social media marketing on online impulse buying behaviour. Journal of Advances and Scholarly Researches in Allied Education, 15(5), 136-139. https://doi.org/https://doi.org/10.29070/15/57560
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of retailing, 74(2), 169-191. https://doi.org/10.1016/S0022-4359(99)80092-X
Block, L. G., & Morwitz, V. G. (1999). Shopping lists as an external memory aid for grocery shopping: Influences on list writing and list fulfillment. Journal of Consumer Psychology, 8(4), 343-375.
Carr, C. T., & Hayes, R. A. (2015). Social media: Defining, developing, and divining. Atlantic journal of communication, 23(1), 46-65. https://doi.org/10.1080/15456870.2015.972282
Chen, C. D., & Ku, E. C. (2021). Diversified online review websites as accelerators for online impulsive buying: the moderating effect of price dispersion. Journal of Internet Commerce, 20(1), 113-135. https://doi.org/10.1080/15332861.2020.1868227
CNBC Indonesia. (2023). Warga RI Habiskan Rp 851 T Buat Belanja Online, Beli Apa Aja?. CNBC Indonesia. https://www.cnbcindonesia.com/tech/20230215145223-37-414052/warga-ri-habiskan-rp-851-t-buat-belanja-online-beli-apa-aja
Elisa, H. P., Fakhri, M., & Pradana, M. (2022). The moderating effect of social media use in impulsive buying of personal protective equipments during the COVID-19 pandemic. Cogent Social Sciences, 8(1), 2062094.
Fan, Z., & Zhang, P. (2015, March). Impact of online reviews on impulsive buying intention based on regulatory focus theory. In 2015 International Conference on Education Technology, Management and Humanities Science (ETMHS 2015) (pp. 118-121). Atlantis Press.
Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020). The effects of mobile marketing, discount, and lifestyle on consumers’ impulse buying behavior in online marketplace. International Journal of Scientific and Technology Research, 9(3), 1569-1577.
Juswan, J., & Nio, S. R. (2022). Hubungan mood dengan impulsive buying behavior pada konsumen mahasiswa dalam melakukan pembelian melalui e-commerce shopee di Kota Padang. Jurnal Riset Psikologi, 5(2), 18-27.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Kasmir. (2022). Pengantar Metodologi Penelitian (Untuk Ilmu Manajemen, Akuntansi, dan Bisnis) (Monalisa (ed.); 1sted.) Rajawali Pers.
Liu, L. (2023). The effects of online consumer reviews on impulse buying behavior toward trust of the live streaming platform and interactivity in the context of live streaming. Academic Journal of Business & Management, 5(8).
Mishra, A., & Mishra, H. (2011). The influence of price discount versus bonus pack on the preference for virtue and vice foods. Journal of Marketing Research, 48(1), 196-206.
Nau, C., Quan-Haase, A., & McCay-Peet, L. (2022). Defining Social Media and Asking Social Media Research Questions: How Well Does the Swiss Army Knife Metaphor Apply. The SAGE Handbook of Social Media Research Methods, 13-26.
Noor, Z. Z. (2020). The Effect of Price Discount and In-Store Display on Impulse Buying. Sosiohumaniora, 22(2), 133-139. https://doi.org/10.24198/sosiohumaniora.v22i2.26720
Rook, D. W. (1987). The buying impulse. Journal of consumer research, 14(2), 189-199. https://doi.org/10.1086/209105
Rani, N. M., & Rex, C. (2023). A study on impulsive buying behaviour in online shopping. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(3), 7.
Setiawan, I. K., & Ardani, I. G. A. K. S. (2022). The Role of Positive Emotions to Increase the Effect of Store Atmosphere and Discount on Impulse Buying. European Journal of Business and Management Research, 7(1), 219-223. 10.24018/ejbmr.2022.7.1.1236
Septiani, L. (2023, 12 September). Penjualan di Fitur Shopee Live Naik 30 Kali Lipat saat Diskon 9.9. Katadata, diakses melalui https://katadata.co.id/amp/digital/e-commerce/65001785d3bd3/penjualan-di-fitur-shopee-live-naik-30-kali-lipat-saat-diskon-99
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Shopee Karier. (2024). Tentang Shopee. Shopee. https://careers.shopee.co.id/about
Sudha, S., & Bharathi, K. (2018). Role of social media influence on customers impulsive buying behaviour towards apparel. International Journal of Supply Chain Management, 7(5), 903-908. https://doi.org/10.59160/ijscm.v7i5.2509
Singh, P., Sharma, B. K., Arora, L., & Bhatt, V. (2023). Measuring social media impact on Impulse Buying Behavior. Cogent Business & Management, 10(3), 2262371.
Stern, H. (1962). The significance of impulse buying today. Journal of marketing, 26(2), 59-62. https://doi.org/10.1177/002224296202600212
CNBC Indonesia. (2023). Warga RI Habiskan Rp 851 T Buat Belanja Online, Beli Apa Aja?. CNBC Indonesia. https://www.cnbcindonesia.com/tech/20230215145223-37-414052/warga-ri-habiskan-rp-851-t-buat-belanja-online-beli-apa-aja
Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48-59. https://doi.org/10.1016/j.jretconser.2017.11.002
Wang, Y., Pan, J., Xu, Y., Luo, J., & Wu, Y. (2022). The Determinants of Impulsive Buying Behavior in Electronic Commerce. Sustainability (Switzerland), 14(12). https://doi.org/10.3390/su14127500
Xu, Y., & Huang, J. S. (2014). Effects of price discounts and bonus packs on online impulse buying. Social Behavior and Personality: an international journal, 42(8), 1293-1302. https://doi.org/10.2224/sbp.2014.42.8.1293
Yang, F., Tang, J., Men, J., & Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services, 63, 102683. https://doi.org/10.1016/j.jretconser.2021.102683
Zhang, K. Z., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: the role of browsing and impulsiveness. Internet Research, 28(3), 522-543.
(Indonesia Ecommerce Trend 1st Semester of 2021 – JAKPAT Survey Report, 2021)
Anggarwati, D., Hermawan, A., & Rahayu, W. P. (2023). The Effect of Price Discount and Promotion on Impulse Buying Through Hedonic Shopping Motivation as An Intervening Variable on Shopee Consumers. LITERACY: International Scientific Journals of Social, Education, Humanities, 2(1), 34-49.
Antariksa, K. T., & Respati, N. Y. R. (2021). The effect of hedonic motivation, in store display, and price discount on impulse buying decisions. International Journal of Business Management and Economic Review, 4(4), 166-177. http://doi.org/10.35409/IJBMER.2021.3291
Baker Qureshi, P. A., 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
Bansal, M., & Kumar, S. (2018). Impact of social media marketing on online impulse buying behaviour. Journal of Advances and Scholarly Researches in Allied Education, 15(5), 136-139. https://doi.org/https://doi.org/10.29070/15/57560
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of retailing, 74(2), 169-191. https://doi.org/10.1016/S0022-4359(99)80092-X
Block, L. G., & Morwitz, V. G. (1999). Shopping lists as an external memory aid for grocery shopping: Influences on list writing and list fulfillment. Journal of Consumer Psychology, 8(4), 343-375.
Carr, C. T., & Hayes, R. A. (2015). Social media: Defining, developing, and divining. Atlantic journal of communication, 23(1), 46-65. https://doi.org/10.1080/15456870.2015.972282
Chen, C. D., & Ku, E. C. (2021). Diversified online review websites as accelerators for online impulsive buying: the moderating effect of price dispersion. Journal of Internet Commerce, 20(1), 113-135. https://doi.org/10.1080/15332861.2020.1868227
CNBC Indonesia. (2023). Warga RI Habiskan Rp 851 T Buat Belanja Online, Beli Apa Aja?. CNBC Indonesia. https://www.cnbcindonesia.com/tech/20230215145223-37-414052/warga-ri-habiskan-rp-851-t-buat-belanja-online-beli-apa-aja
Elisa, H. P., Fakhri, M., & Pradana, M. (2022). The moderating effect of social media use in impulsive buying of personal protective equipments during the COVID-19 pandemic. Cogent Social Sciences, 8(1), 2062094.
Fan, Z., & Zhang, P. (2015, March). Impact of online reviews on impulsive buying intention based on regulatory focus theory. In 2015 International Conference on Education Technology, Management and Humanities Science (ETMHS 2015) (pp. 118-121). Atlantis Press.
Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020). The effects of mobile marketing, discount, and lifestyle on consumers’ impulse buying behavior in online marketplace. International Journal of Scientific and Technology Research, 9(3), 1569-1577.
Juswan, J., & Nio, S. R. (2022). Hubungan mood dengan impulsive buying behavior pada konsumen mahasiswa dalam melakukan pembelian melalui e-commerce shopee di Kota Padang. Jurnal Riset Psikologi, 5(2), 18-27.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Kasmir. (2022). Pengantar Metodologi Penelitian (Untuk Ilmu Manajemen, Akuntansi, dan Bisnis) (Monalisa (ed.); 1sted.) Rajawali Pers.
Liu, L. (2023). The effects of online consumer reviews on impulse buying behavior toward trust of the live streaming platform and interactivity in the context of live streaming. Academic Journal of Business & Management, 5(8).
Mishra, A., & Mishra, H. (2011). The influence of price discount versus bonus pack on the preference for virtue and vice foods. Journal of Marketing Research, 48(1), 196-206.
Nau, C., Quan-Haase, A., & McCay-Peet, L. (2022). Defining Social Media and Asking Social Media Research Questions: How Well Does the Swiss Army Knife Metaphor Apply. The SAGE Handbook of Social Media Research Methods, 13-26.
Noor, Z. Z. (2020). The Effect of Price Discount and In-Store Display on Impulse Buying. Sosiohumaniora, 22(2), 133-139. https://doi.org/10.24198/sosiohumaniora.v22i2.26720
Rook, D. W. (1987). The buying impulse. Journal of consumer research, 14(2), 189-199. https://doi.org/10.1086/209105
Rani, N. M., & Rex, C. (2023). A study on impulsive buying behaviour in online shopping. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(3), 7.
Setiawan, I. K., & Ardani, I. G. A. K. S. (2022). The Role of Positive Emotions to Increase the Effect of Store Atmosphere and Discount on Impulse Buying. European Journal of Business and Management Research, 7(1), 219-223. 10.24018/ejbmr.2022.7.1.1236
Septiani, L. (2023, 12 September). Penjualan di Fitur Shopee Live Naik 30 Kali Lipat saat Diskon 9.9. Katadata, diakses melalui https://katadata.co.id/amp/digital/e-commerce/65001785d3bd3/penjualan-di-fitur-shopee-live-naik-30-kali-lipat-saat-diskon-99
Setyowati, D. (2023, 17 Oktober). Daftar Penjual Kebanjiran Order saat Diskon 10.10 Shopee dan Tokopedia. Katadata, diakses melalui https://katadata.co.id/amp/digital/e-commerce/652e07c6e4688/daftar-penjual-kebanjiran-order-saat-diskon-1010-shopee-dan-tokopedia
Shopee Karier. (2024). Tentang Shopee. Shopee. https://careers.shopee.co.id/about
Sudha, S., & Bharathi, K. (2018). Role of social media influence on customers impulsive buying behaviour towards apparel. International Journal of Supply Chain Management, 7(5), 903-908. https://doi.org/10.59160/ijscm.v7i5.2509
Singh, P., Sharma, B. K., Arora, L., & Bhatt, V. (2023). Measuring social media impact on Impulse Buying Behavior. Cogent Business & Management, 10(3), 2262371.
Stern, H. (1962). The significance of impulse buying today. Journal of marketing, 26(2), 59-62. https://doi.org/10.1177/002224296202600212
CNBC Indonesia. (2023). Warga RI Habiskan Rp 851 T Buat Belanja Online, Beli Apa Aja?. CNBC Indonesia. https://www.cnbcindonesia.com/tech/20230215145223-37-414052/warga-ri-habiskan-rp-851-t-buat-belanja-online-beli-apa-aja
Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48-59. https://doi.org/10.1016/j.jretconser.2017.11.002
Wang, Y., Pan, J., Xu, Y., Luo, J., & Wu, Y. (2022). The Determinants of Impulsive Buying Behavior in Electronic Commerce. Sustainability (Switzerland), 14(12). https://doi.org/10.3390/su14127500
Xu, Y., & Huang, J. S. (2014). Effects of price discounts and bonus packs on online impulse buying. Social Behavior and Personality: an international journal, 42(8), 1293-1302. https://doi.org/10.2224/sbp.2014.42.8.1293
Yang, F., Tang, J., Men, J., & Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services, 63, 102683. https://doi.org/10.1016/j.jretconser.2021.102683
Zhang, K. Z., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: the role of browsing and impulsiveness. Internet Research, 28(3), 522-543.
(Indonesia Ecommerce Trend 1st Semester of 2021 – JAKPAT Survey Report, 2021)
Published
2024-06-29
How to Cite
Fradia, R., & Yasri, Y. (2024). The effect of social media, online review, and price discount on impulse buying. Marketing Management Studies, 4(2), 133-143. https://doi.org/10.24036/mms.v4i2.509
Section
Articles
