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All Journal Jurnal Teknik Industri Petra International journal of Business Studies (IJBS)
Fransisca Andreani
Petra Christian University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering

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Determinants of Online Impulsive Buying Post Pandemic Covid-19 Fransisca Andreani; Njo Anastasia; Foedjiawati Foedjiawati
Jurnal Teknik Industri: Jurnal Keilmuan dan Aplikasi Teknik Industri Vol. 25 No. 1 (2023): June 2023
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/jti.25.1.17-30

Abstract

During the Covid-19 pandemic, the use of social media has increased in line with online buying transactions. This research was conducted to find out online impulsive buying due to the large amount of information and promotion spread on social media after the pandemic. Online questionnaires were distributed to 261 respondents who made online transactions. SEM-PLS 3.0. was used to analyze the data.  The results prove that hedonic browsing has a significant influence on flow experience. Flow experience has a significant influence on cognitive experience and affective experience as well as online impulsive buying. Cognitive experiences have significant influence on online impulsive buying. However, affective experiences do not have a significant influence on online impulsive buying. Moreover, financial management behavior cannot moderate the relationship among cognitive and affective experiences as well as online impulse buying. Theoretically, the study shows that irrational consumption processes lead to hedonic shopping due to easy and convenient searching for products through social media. Thus, in practice it is advisable for marketing managers to design their promotions on social media related to products and interspersed with financial literacy so that consumers can shop wisely.  
The Influence of Hedonic Browsing and Flow Experience of Instagram on Food and Beverages Online Impulsive Buying Jessica Novia Husada; Claudy Prawiyadi; Fransisca Andreani
Petra International Journal of Business Studies Vol. 6 No. 2 (2023): DECEMBER 2023
Publisher : Master of Management, School of Business and Management, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/petraijbs.6.2.167-174

Abstract

Marketers use Instagram as one of the most popular social media platforms to sell their products or services. Its features have encouraged its consumers to spend time doing hedonic browsing. This online browsing enables consumers to get a flow experience that makes them buy products and services impulsively, especially food and beverages. This study is to determine the effects of the hedonic browsing and flow experience of Instagram on food and beverages to online impulsive buying. The questionnaires were taken from 160 respondents and analyzed using SPSS and Partial Least Square (PLS). The results of this study show that hedonic browsing has a positive and significant influence on flow experience.  Flow experience has a positive and significant influence on online impulsive buying. Hedonic browsing also has a positive and significant influence on online impulsive buying. Finally, flow experience has mediated the effect of hedonic browsing on the impulsive online buying of food and beverages.
Co-Authors Claudy Prawiyadi Foedjiawati Foedjiawati Jessica Novia Husada Njo Anastasia