The Influence of Consumer Impulse Buying and Electronic Word of Mouth on Purchasing Decisions

Authors

  • Meisa Tasya Gita Universitas Langlangbuana, Indonesia
  • Budhi Satriawan Universitas Langlangbuana, Indonesia
  • Inne Satyawisudarini Universitas Langlangbuana, Indonesia

DOI:

https://doi.org/10.38035/ijam.v2i2.328

Keywords:

Consumer Impulse Buying, Electronic Word Of Mouth, Purchase decision

Abstract

This study aims to analyze or find out about conditions and how much influence Consumer Impulse Buying and Electronic Word Of Mouth have on purchasing decisions through surveys of consumers of Skincare Avoskin Yourbae Serum products on TikTok. Impulse buying is the tendency of consumers to make purchases spontaneously, unreflected, in a hurry driven by the psychological emotional aspects of a product and tempted by persuasion from marketers. Electronic Word Of Mouth is an informal, non- commercial online communication about opinions on a service or product, which occurs in person, by telephone, e-mail, or other communication method. Purchasing decisions are decisions where consumers actually decide to buy and enjoy goods or services among various alternative choices. Based on the results of this study, it shows that Consumer Impulse Buying is considered quite good by consumers and has a positive and significant effect on Purchase Decisions. Electronic Word of Mouth is considered good by consumers and has a positive and significant effect on Purchasing Decisions. Consumer Impulse Buying and Electronic Word of Mouth have a positive and significant effect on Consumer Purchase Decisions on Avoskin Yourbae Serum Skincare Products on TikTok and are considered to have a partial and simultaneous effect, because with the ability of companies to utilize and create Consumer Impulse Buying and Electronic Word of Mouth, it will have an impact consumer purchasing decisions for Avoskin products, especially Skincare Avoskin Yourbae Serum.

References

Abrilia, Nurya Dina., & Sudarwanto, Tri. (2020). Pengaruh Persepsi Kemudahan Dan Fitur Layanan Terhadap Minat Menggunakan E-Wallet Pada Aplikasi Dana Di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 8(3).
Ayu Safika Dewi, Titik Inayati, & Mohamad Johan Efendi. (2022). Pengaruh Digital Marketing, Electronic Word of Mouth, dan Lifestyle terhadap Keputusan Pembelian pada Marketplace Shopee Indonesia. Jurnal Teknologi Dan Manajemen Industri Terapan, 1(3), 202–209. https://doi.org/10.55826/tmit.v1iiii.50
Dafa, G. S. M., & Sari, D. (2021). Pengaruh Electronic Word Of Mouth Di Media Sosial Instagram Terhadap Minat Beli Pelanggan (Studi Kasus Pada 372 Kopi Dago Pakar Di Bandung). E-Proceedings of Management, 8(2), 1282–1291.
Gabriella, T. P., Ellitan, L., & Kristanti, M. M. (2022). Pengaruh Social Media Marketing, Dan E-Wom Terhadap Keputusan Pembelian Melalui Brand Awareness Sebagai Mediasi Pada Kedai Kopi Janji Jiwa Di Surabaya. Jurnal Ilmiah Mahasiswa Manajemen?: JUMMA, 11(1), 1–10. https://doi.org/10.33508/jumma.v11i1.3946
Hanny. (2020). Pengaruh Dimensi Electronic Word of Mouth terhadap Minat Beli Konsumen Shopee. Journal of Chemical Information and Modeling, 53(9), 8–24.
Harahap, D. A., & Amanah, D. (2022). Memahami Impulsif Buying Dalam Proses Keputusan Pembelian Konsumen. Jurnal Manajemen Dan Bisnis Performa, 19(01), 31–55. https://doi.org/10.29313/performa.v19i01.9719
Muchnisa, F., & Sulaiman. (2020). Pengaruh Pembelian Impulsif Terhadap Kecemasan Konsumen Yang Berdampak Pada Pembelian Kompulsif Dan Dimediasi Oleh Eskapisme (Studi Kasus Pada Matahari Departement Store Di Banda Aceh). Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 5(1), 236–249. http:jim.unsyiah.ac.id/ekm
Munandar, I. (2022). Pengaruh Kualitas Website Terhadap Pembelian Impulsif Konsumen Shopee Melalui Hedonic Shopping Motivation dan Utilitarian Value Sebagai Intervening (Survey pada Mahasiswa Universitas Sultan Ageng Tirtayasa). Jurnal Riset Bisnis Dan Manajemen Tirtayasa, 6(1), 1–13. https://doi.org/10.48181/jrbmt.v6i1.15666
Rupayana, I. K., Suartina, I. W., & Mashyuni, I. (2021). Pengaruh Kualitas Produk, Impulse Buying. 1(1), 233–247.
Septyansyah, I., & Abadi, F. (2022). Pengaruh Social Media Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian pada Café Kekinian di Bekasi. Jurnal Pendidikan Dan Konseling, 4, 1349–1358.
Sindunata, I., & Wahyudi, B. A. (2018). Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian di agoda.com. Hospitality Dan Manajemen Jasa, 6(1), 128– 138.
Syafitri, R. (2018). Pengaruh Marchaindising, Promosi, dan Atmosfer Toko Terhadap Impulse Buying Pada Giant Ekstra Nangka Jalan Tuanku Tambusai Kota Pekanbaru. 1–23.

Downloads

Published

2023-09-05

How to Cite

Tasya Gita, M. ., Satriawan, B. ., & Satyawisudarini, I. . (2023). The Influence of Consumer Impulse Buying and Electronic Word of Mouth on Purchasing Decisions. International Journal of Advanced Multidisciplinary, 2(2), 488–495. https://doi.org/10.38035/ijam.v2i2.328

Issue

Vol. 2 No. 2 (2023): International Journal of Advanced Multidisciplinary (July-September 2023)

Section

Articles

License

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the International Journal of Advanced Multidisciplinary (IJAM) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the International Journal of Advanced Multidisciplinary (IJAM).