Pengaruh Social Media Advertising, Interactivity, Fear of Missing Out, dan Online Reviews terhadap Impulse Buying Behavior pada Platform Marketplace
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Abstract
Penelitian ini memberikan wawasan penting bagi pelaku bisnis dan platform e-commerce untuk lebih memfokuskan strategi pemasarannya pada peningkatan iklan, interaksi penjual, dan penciptaan urgensi emosional agar mampu mengoptimalkan impulse buying behavior konsumen. Impulse buying behavior merupakan aspek penting dalam dunia pemasaran digital, khususnya di platform e-commerce, karena secara langsung memengaruhi peningkatan volume transaksi dan keputusan konsumen secara cepat. Untuk memahami dan mengoptimalkan perilaku tersebut, penting untuk mempertimbangkan berbagai faktor psikologis dan interaksional yang berpengaruh. Penelitian ini dilakukan untuk memperoleh pemahaman empiris mengenai pengaruh social media advertising, interactivity, fear of missing out, dan online reviews terhadap impulse buying behavior. Data dikumpulkan melalui penyebaran kuesioner secara daring kepada 176 responden yang merupakan pengguna aktif Shopee atau TikTok Shop di wilayah Bekasi dan berusia minimal 17 tahun. Analisis data menggunakan metode Structural Equation Modeling - Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa social media advertising, interactivity, dan Fear of Missing Out secara signifikan mampu mendorong impulse buying behavior. Namun, online reviews tidak menunjukkan pengaruh yang signifikan terhadap perilaku tersebut.
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