Intensitas Mengakses Tik-Tok dan Electronic Word of Mouth: Perannya Terhadap Pembelian Impulsif
Main Article Content
Abstract
Impulsive buying is a purchase that is caused by an emotional impulse that arises in the moment and is carried out spontaneously, without planning and without thinking about the consequences after the purchase of a product. The purpose of this study is to empirically test the intensity of access to Tik-Tok and electronic word of mouth: their role in impulse buying. The method used is quantitative with non-probability sampling techniques. The sample of this study came from young adults, a total of 354 people between the ages of 19 and 35. While the data analysis technique used in this study is the classical assumption test and hypothesis testing, which is processed with the help of SPSS software version 25. The results of the analysis show that the intensity of access to Tik-Tok and electronic word-of-mouth partially plays a significant role in impulse buying. At the same time, it shows that the intensity of access to Tik-Tok and electronic word of mouth plays a role of 29.4% on impulsive buying and 70.6% is influenced by variables outside this study. This study suggests that young adults reduce the intensity of access to Tik-Tok and electronic word of mouth in order to avoid impulsive buying behaviour
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
APJII. (2024). Survei Internet APJII 2024. Asosiasi Penyelenggara Jasa Internet Indonesia. https://survei.apjii.or.id/survei/
Aragoncillo, L., & Orús, C. (2018). Impulse Buying Behaviour: An Online-Offline Comparative and the Impact of Social Media. Spanish Journal of Marketing - ESIC, 22(1), 42–62. https://doi.org/10.1108/SJME-03-2018-007
Arifianti, R., & Gunawan, W. (2020). Perilaku Impulse Buying dan Interaksi Sosial dalam Pembelian di Masa Pandemi. Sosioglobal : Jurnal Pemikiran Dan Penelitian Sosiologi, 5(1), 43–60. https://doi.org/10.24198/jsg.v5i1.30759
Astuti, D., & Ernawati, S. (2020). Strategi Promosi dan Word of Mouth Dalam Upaya Peningkatan Keputusan Pembelian Produk Tenun. Jurnal Distribusi, 8(2), 225–238. https://doi.org/10.29303/distribusi.v8i2.126
Goyette, I., Richard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale: Word of Mouth Measurement Scale for e-Service Context. Canadian Journal of Administrative Sciences, 27(1), 5–23. https://doi.org/https://doi.org/10.1002/cjas.129
Gupta, G., & Vohra, A. V. (2019). Social Media Usage Intensity: Impact Assessment on Buyers’ Behavioural Traits. FIIB Business Review, 8(2), 1–11. https://doi.org/10.1177/2319714519843689
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Word of Mouth Via Consumer Opinion Platforms: What Motivates Consumers to Articulate Themselves on The Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Horrigan, J. B. (2002). New Internet Users : What They Do Online , What They Don ’ t , and Implications for the ‘Net ’s Future. Pew Internet and American Life Project, 1–27. https://www.pewinternet.org/wp-content/uploads/sites/9/media/Files/Reports/2000/New_User_Report.pdf.pdf
Ilmalana. (2012). Analisis Motivasi Konsumen Online dalam Melakukan Impulse Buying pada Transaksi C2C Commerce (Studi pada Forum Jual Beli Kaskus). Universitas Indonesia.
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context A State of the Art Analysis and Future Directions. Springer Briefs in Business. https://doi.org/10.1007/978-3-319-52459-7
Khoirunnisa, D. E. V., Wilanda, S. Di., Nurliana, S., Zikrinawati, K., & Fahmy, Z. (2023). Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image Terhadap Keputusan Pembelian pada Pengguna Tokopedia. Jurnal Mahasiswa Kreatif, 1(2), 53–65. https://doi.org/10.59581/jmk-widyakarya.v1i2.749
Miranda, Y. C. (2016). Kajian Terhadap Faktor yang Mempengaruhi Impulse buying dalam Online Shoping. Journal Kompetensi, 10(1), 1–14. http://journal.trunojoyo.ac.id/kompetensi/article/download/3424/2533
Pambagyo, E. P., & Karnawati, Y. (2020). Pengaruh Electronic Word Of Mputh dan Hedonic Shopping Value Terhadap Impulse Buying Pada Online Shop. Jurnal Ekonomi Dan Bisnis, 1(2), 513–520.
Rizaty, M. A. (2024). Data Pengguna Aplikasi TikTok di Indonesia pada Oktober 2021 - Januari 2024. DataIndonesia.Id. https://dataindonesia.id/internet/detail/data-pengguna-aplikasi-tiktok-di-indonesia-pada-oktober-2021januari-2024#:~:text=(Oktober 2021-Januari 2024)&text=tentu bisa dibandingkan-,Berdasarkan laporan We are Social%2C jumlah pengguna TikTok di Indonesia,ju
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452
Sugiyono. (2019). Metodologi Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Alfabeta.
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
Yonatan, A. Z. (2023). 10 Media Sosial dengan Waktu Pemakaian Terlama 2023. GoodStats. https://data.goodstats.id/statistic/agneszefanyayonatan/10-media-sosial-dengan-waktu-pemakaian-terlama-2023-U9VQ8
Yusra, I., & Primanita, R. Y. (2023). Kontribusi Intensitas Penggunaan Media Sosial Tiktok Terhadap Kecenderungan Pembelian Impulsif pada Mahasiswi Universitas Negeri Padang. Journal Of Social Science Research Volume, 3(6), 1694–1705. https://j-innovative.org/index.php/Innovative%0AKontribusi