The Influence of Influencer Credibility, Impulsive Buying, and Perceived Enjoyment on Social Commerce Impulse Buying of Food and Beverage Products

Bekti Setiadi; Nawiyah Nawiyah; Agung Widarman; M. Adik Rudiyanto; Iwan Henri Kusnadi; Arnold Sultantio Hutabarat

doi:10.69693/ijim.v4i3.1595

Authors

Bekti Setiadi Sekolah Tinggi Penerbangan Aviasi
Nawiyah Nawiyah Politeknik APP Jakarta
Agung Widarman Sekolah Tinggi Teknologi Wastukancana
M. Adik Rudiyanto Universitas Islam Majapahit
Iwan Henri Kusnadi STISIP Bina Putera Banjar
Arnold Sultantio Hutabarat Institut Bisnis dan Informatika Kesatuan

DOI:

https://doi.org/10.69693/ijim.v4i3.1595

Keywords:

Influencer Credibility, Impulsive Buying, Perceived Enjoyment, Social Commerce Impulse Buying

Abstract

The purpose of this study is to analyze the effect of Influencer Credibility, Impulsive Buying and Perceived Enjoyment on Social Commerce Impulse Buying of food and beverage goods. The study was conducted quantitatively through the survey of respondents who purchased food and beverage goods through social commerce platforms. Data collection was conducted using online questionnaires with the purposive sampling method. The data was analyzed using multiple linear regression. The findings indicate that Influencer Credibility, Impulsive Buying, and Perceived Enjoyment have a partial and simultaneous positive and significant impact on Social Commerce Impulse Buying. The most important variable to affect Social Commerce Impulse Buying is Impulsive Buying. The results of the study show that the motives of impulse buying on social commerce platforms are affected by the credibility of influencers, impulsive behavior tendencies and the joyful purchasing experience. This research adds to the literature on digital marketing development, social commerce, and consumer behavior. It also provides practical implications for food and beverage businesses to develop better digital marketing strategies.

Downloads

Download data is not yet available.

References

Fauzan, R., Daga, R., Sudirjo, F., Soputra, J. H., Waworuntu, A., Madrianah, M., ... & Risakotta, T. K. (2023). Produk dan merek. PT. Global Eksekutif Teknologi.

Sudirjo, F., Panjaitan, F. A. B. K., Utami, E. Y., Judijanto, L., & Widarman, A. (2023). Analysis of The Influence of Digital Advertising Attractiveness, User Satisfaction, and Digitalization Perceive Ease of Use on User Loyalty of Digital Payment Card E-Money. Jurnal Informasi dan Teknologi, 98-103.

Lufti, M. I., Haekal, J., Kholil, M., & Mu’min, R. (2022). Business process reengineering and ERP integration. Res Militaris, 12(4), 1767–1772.

Kartika, H., Kholil, M., & Bakti, C. S. (2020). Service quality and customer satisfaction in furniture sector. Journal of Industrial Engineering & Management Research, 1(2), 103–111.

Solehati, A., Mustafa, F., Hendrayani, E., Setyawati, K., Kusnadi, I. H., Suyoto, Y. T., & Tannady, H. (2022). Analisis Pengaruh Store Atmosphere dan Service Quality Terhadap Brand Preference (Studi Kasus Pelanggan Gerai Ritel Kopi di DKI Jakarta). Jurnal Kewarganegaraan, 6(2), 5146-5147.

Fitri, S., Wardana, Y. F. W., Mustafa, F., Sari, E. N., & Arief, I. (2023). Analysis of The Influence of Online Purchase Decisions, Digital Perceive Value of Quality and Digital Viral Marketing on Consumer Satisfaction of Skincare Products. Jurnal Informasi dan Teknologi, 148-152.

Sudirjo, F., Mustafa, F., Astuti, E. D., Tawil, M. R., & Putra, A. S. B. (2023). Analysis Of The Influence Of Hedonic Motivation, Digital Devices Ease Of Use Perception, Benefits Of Digital Technology And Digital Promotion On Intention To Use Of Digital Wallets Consumers. Jurnal Informasi Dan Teknologi, 33-38.

Sunarso, B., & Mustafa, F. (2023). Analysing the Role of Visual Content in Increasing Attraction and Conversion in MSME Digital Marketing. Journal of Contemporary Administration and Management (ADMAN), 1(3), 193-200.

Mustafa, F., Melinda, T. F., Yusnanto, T., Rukmana, A. Y., & Majid, J. (2023). The Role of E-Commerce Use, Capital Availability and Business Training on Performance of Small Medium Enterprise (SMEs) in Indonesia. MALCOM: Indonesian Journal of Machine Learning and Computer Science, 3(2), 247-252.

Anita, S. Y., Amiruddin, E. E., EDT, R. W., Wiratmo, L. B., Mustafa, F., Khairo, F., ... & Abdillah, F. (2023). Perilaku Konsumen. CV. Intelektual Manifes Media.

Dewianawati, D., Nurhayati, N., Razak, M., Wijaya, N. P. N. P., Suaryasa, I. G. N., Sakti, D. P. B., ... & Suastina, A. W. O. (2023). Manajemen Pemasaran Jasa. CV. Intelektual Manifes Media.

Sudirjo, F., Mustafa, F., Osman, I., & Kusnadi, I. H. (2024). Analysis of The Effectiveness of Integrated Customer Relationship Management Strategy Implementation on Loyalty of National Logistics Company Customers. Jurnal Informasi dan Teknologi, 223-228.

Sriyanti, A. H. D., Payangan, O. R., & Mustafa, F. (2023). The Influence of Store Atmosphere, Service Quality, and Product Variance on Customer Loyalty Through Customer Satisfaction at Marinor Cafe in Makassar City. Economics and Business Journal (ECBIS), 1(5), 763-772.

Sudirjo, F., Dewi, L. K. C., Mustafa, F., & Santosa, S. (2023). Analysis Of The Influence Of Consumer Behavior, Product Attributes And Brand Image On Purchasing Decisions Of Pharmaceutical Industry Products Consumers. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(6), 2432-2437.

Payangan, O. R., & Mustafa, F. (2023). The Influence of Product Attributes and Word of Mouth Communication on Purchasing Decisions for Xl Axiata Prepaid Cards. SEIKO: Journal of Management & Business, 6(1), 290-299.

Parawansa, D. A. S., & Mustafa, F. (2023). Marketing Strategy Analysis in Increasing Product Sales at Lakita Cell in Makassar City. International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS), 3(1), 1438-1444.