The Influence of Social Media on Online Impulsive Buying Behavior

SEputar L

iteratur

Artikel Nuansa DIgitalmaRketing

Jurnal SELANDIR

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TheInfluenceofSocialMediaonOnlineImpulsiveBuyingBehavior:ACaseStudyon theCommunityofMataramCity

YusiFaizathulOctaviaa* & M Prajatib

a STIE AMM Mataram, Jl. Pendidikan No.1 Gomong, Kota Mataram, NTB 83126, Mataram, Indonesia

b Warung Data MVDW Jl. TGH. Nuruddin Gg. Kav. Gegutu Dayan Aik Desa Kekeri Kec. Gunungsari Kab. Lombok Barat NTB 83351 Mataram, Indonesia

d Visiting Professor, Faculty of Social Sciences and Leisure Management, School of Hospitality, Tourism and Events, Taylor’ s University, Subang Jaya, 47500, Malaysia

Keywords:

TheaimofthisresearchistoevaluatetheinfluenceofSocialMedia,comprisingHedonicMotivation,Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality, on Impulsive Buying. An associative research design was adopted as thestudy's framework.Purposivesampling techniquewas used to distribute 100 copies of the research instrument to social mediausers in Mataram city. Out of the 100 distributedquestionnaires,allwere filledoutandreturnedto theresearcher.Multiplelinear regression analysisusingSPSSsoftwarewas employedto analyze the data collected from the respondents. The research findings indicate that Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality significantly influence Impulsive Buyingatalevelof0.000.Theresultsofthestudyrevealthatfour(4)significantvariablesaffectImpulsiveBuying. Furthermore,theTrustworthinessvariablehasbeenproventobedominant,whereasHedonicMotivationdoesnot haveasignificantimpactonImpulsiveBuying.

1. Introduction

Inthecurrentdigitalera,socialmediahasbecomeoneofthemost dominantplatformsinpeople'sdailylives.Socialmediahastransformed the way communication, interaction, and also consumer purchasing are conducted. One phenomenon that has emerged as a result of social mediapenetrationisimpulsivebuyingbehavior.

Impulsive buying is an unplanned purchase characterized by a sudden, irresistible, and hedonically complex behavior with a lack of consideration, alternative contemplation, and self-reflection (Beatty & Ferrell, 1998). Furthermore, the impulsive buying is reflected as an irrational desire and may be considered as an intention to buy without prior planning (Chung et al., 2017). Beatty & Ferrell (1998) further defineitas"astateofdesireexperienceduponencounteringanobjectin theenvironment."

Impulsively buying serves as a rational surrogate for actual consumer impulsive buying behavior, as consumers' urge to buy impulsively leads to real impulsive purchases (Rook, 1987). Several studies have suggested using proxies for actual consumer impulsive buying behavior, particularly in the context of online and social commerce environments (Chen et al., 2016). Therefore, this research focuses on the influence of social media on impulsive buying. Social

media has opened new opportunities for marketers and businesses to influence consumer purchasing decisions by continually showcasing products,brands,andspecialoffersthroughengagingcontent

Onlinebusinessalsooffersnumerousbenefitssuchastheabsenceof direct service interactions and tends to have lower social pressures. As noted by Dawson & Kim (2009), consumers tend to prefer online shopping over in-store shopping. The convenience of online shopping undoubtedlyfurthermotivatesconsumerstoengageinimpulsivebuying when making purchase decisions (Dawson & Kim, 2009). This trend has motivatedresearcherstopayattentiontoonlineimpulsebuying(Parket al.,2012).

Several researchers (Kazi et al., 2019; Al-Zyoud, 2018; Bansal & Kumar,2018)haveindicatedthattheimpulsivebuyingprocessisdriven byemotionsandthathedonicmotivationinfluencesconsumerstoengage in onlineimpulsivebuying behavior. Furthermore, studies haveshown a positive relationship between impulsive buying and hedonic motivation (Akram et al., 2017). It is argued that hedonic consumers tend to make impulsive purchases. According to Akram et al., (2017), hedonic motivationstronglyinfluencesonlineimpulsivebuying

*Corresponding author. STIEAMMMataram, Jl.PendidikanNo.1Gomong,KotaMataram,NTB83126,Mataram,Indonesia E-mail addresses: yusi.octavia@gmail.com(Y.F.Octavia).

https://doi.org/10.5281/zenodo.8232286

Received 13 July 2023; Received in revised form 27 July 2023; Accepted 4 August 2023

Available online 17 August 2023

0000-0000/© 2023 The Authors. Published by Jurnal SELANDIR This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/)

Koay et al., (2021) found that attractiveness had a significant positiveinfluenceononlineimpulsebuying.Thatisindicatingfollowers were more likely to engage in online impulse buying towards products and services advertised by social media influencers perceived as attractive.Similarly,Varghese&Chitra(2022)statedthatattractiveness significantlyinfluencesonlineimpulsivebuying.

Furthermore, according to Husnain et al., (2016) the significant influenceonimpulsivebuyingbehaviorishigherinthecaseofelectronic word-of-mouth.ThisstatementisalsosupportedbythefindingsofKoay et al., (2021); Sharma (2020); and Kazi et al., (2019) which state that electronic word-of-mouth significantly affects customers' purchase intentions. Electronic word-of-mouth is highly crucial in the realm of social media due to several reasons why a company needs to share content, besides increasing company value, creating corporate identity, andexpandingthemarketnetwork(Lestari,2020).

Trustworthines also attracts customers to purchase products and encouragesthemtobuywithoutpriorplanning(Bansal&Kumar,2018). The results of the analysis in the studies by Varghese & Chitra (2022); Koay et al., (2021); Kazi et al., (2019) indicate that trustworthines on socialmediamarketingcaneasilyincreasethelevelofimpulsivebuying behaviorconsideringtheopportunitiesofferedbysocialmediathatcan assist customers in deciding whether to make a purchase decision. AlZyoud (2018) asserts that within the context of social commerce, users are more likely to trust, demonstrate commitment, and feel satisfied with the services provided by service providers if the relationship betweenthesocialmediasiteandtheuserisstrong.

Electronic impulsive buying usually takes place on a marketplace ande-commercewebsites,wheresocialnetworkingsitesareutilizedfor conducting commercial activities. The study by Varghese & Chitra (2022) has shown that the quality of a website has an impact on electronic impulsive buying. According to Bansal & Kumar (2018), an attractive design of social media sites would more easily stimulate consumers' impulsive buying when products or services are offered through social media. Similarly, Al-Zyoud (2018) suggests that web quality significantly affects users' electronic impulsive buying behavior onsocialmediaplatforms

Impulsive buying behavior is significantly influenced by several variables as outlined, such as hedonic motivation, attractiveness, electronic word of mouth, trustworthiness, and website quality. This study aims to reconfirm findings from prior research. Additionally, this researchalsoaimstoanalyzehowthesefivevariablesimpactcustomer purchase intentions, with a focus on customers in the Mataram city region

MataramCity,asoneofthelargestcitiesontheislandofLombok–Indonesia, is also not exempt from the influence of social media in shaping its consumer buying behavior. In this context, it is crucial to exploretheimpactofsocialmediaonimpulsivebuyingbehaviorwithin the community of Mataram City. A case study on the residents of Mataram City will provide a deeper understanding of how social media influencesconsumerpurchasingdecisionswithinthecity'senvironment.

By exploring the influence of social media on impulsive buying behavior in Mataram City, this research will provide new insights for marketers, businesses, and researchers to develop more effective marketing strategies in the era of social media. Furthermore, this researchcan also help consumersbecome more aware of the impact of social media on their purchasing decisions and enhance consumer intelligence in this digital age. Hence, this research holds significant relevance and importance in examining the impact of social media on impulsivebuyingbehaviorinthecommunityofMataramCity,aswellas contributing to both academic and practical knowledge in the field of digitalmarketing

2. Literature Review

2.1. Online Impulsive Buying

Online impulsive buying is a phenomenon where consumers make spontaneous and unplanned purchases while shopping in the online environment. According to Rook (1987), impulsive buying is an unplanned and sudden purchase triggered by external or emotional stimuli. Meanwhile, Beatty & Ferrell (1998) regard impulsive buying as behaviorinfluencedbyhedonicdesires.Theseopinionsdepictmarketing experts' perspectives on the factors that influence online impulsive buying, including interactions within the online environment, emotional factors,andtheinfluenceofsocialmedia

2.2. Hedonic Motivation

Hedonic motivation is a psychological drive that encourages individualstoseekpleasure,emotionalsatisfaction,orjoyinconsumption behavior. Hirschman & Holbrook (1982) introduced the concept of "hedonic consumption" and argued that pleasurable and satisfying consumption experiences are the primary goals of consumers. They described that hedonic satisfaction can be attained through sensory stimulation, aesthetics, and social interaction. This statement provides insights into the significance of hedonic motivation in consumption behavior. This drive can influence how consumers perceive products, shoppingexperiences,andtheultimategoalsoftheirconsumption

2.3. Attractiveness

Attractiveness is a factor that influences the appeal and interest of individuals towards a product, brand, or service. Kahle & Homer (1985) focused their perspective on the aspect of attractiveness in advertising and marketing communication. They argued that attraction to advertisements can affect consumers' perceptions of the advertised products.Thisconceptaffectshowindividualsperceiveproducts,brands, and services, as well as how this influence can impact their purchasing decisions

2.4. Electronic Word of Mouth

Electronic Word of Mouth is the process where individuals share experiences, opinions, or recommendations about products, brands, or servicesonlinethrough platformssuchas socialmedia, product reviews, or discussion forums. Hennig-Thurau et al., (2004) define Electronic Word of Mouth as any form of positive or negative communication between individuals through electronic platforms. Kozinets (1999) highlightsthatwithinonlinecommunities,ElectronicWordofMouthcan form a "brand community" where members share information and experiences about specific brands and products. This concept reflects how online interactions can influence consumers' perceptions and behaviorstowardsbrandsandproducts

2.5. Trustworthiness

Trustworthiness is a key factor in building a positive relationship between consumers and brands, products, or services. Moorman et al., (1993) argue that consumers tend to trust brands perceived to have quality, integrity, and benevolence towards them. Garbarino & Johnson (1999) suggest that when a brand consistently delivers expected outcomes to consumers, trust in that brand will grow. Dimensions like ability, integrity, and benevolence play a crucial role in influencing consumerperceptionsandpurchasedecisions.

https://doi.org/10.5281/zenodo.8232286

2.6. Website Quality

Website quality is a factor that influences user experience and consumerperceptionsofawebsite.Parasuramanetal.,(2005)positthat website quality encompasses several dimensions such as reliability, responsiveness,user-friendliness,andaesthetics.Theyemphasizethata positive user experience can enhance customer satisfaction and loyalty towards the website. Consumers are more likely to return to websites thatareperceivedtohavegoodquality.

3. Research Method

The research approach employed is a quantitative approach. This research is a causal associative that examines the influence of social media variables ononlineimpulsive buying.The researchis focusedon thecommunityinMataramCity.

ThepopulationinthisresearchconsistsofallresidentsofMataram City who engage in online shopping and consistently use e-commerce platforms for their purchases. The sampling method used is nonprobabilitysamplingwithpurposivesamplingtechnique,whichinvolves intentionallyselecting samples.The exactsizeof the population sample is unknown; thus, the sample size is determined to be 100 respondent samples.

The data collection tool used in this research is an online questionnaire. The questionnaire presented in this research consists of statements about the influence of social media variables on online impulsive buying among the community in Mataram City. The questionnaireisdistributedtorespondentsonlinethroughGoogleForm.

Thestatisticalanalysistechniqueemployedinthisresearchutilizes theassistanceofSPSS26software.Theanalysisincludesthefirsttesting, which is the Classical Assumption Test, comprising tests for Normality, Multicollinearity, and Heteroscedasticity. The second testing involves the Multiple Linear Regression Test, the third testing encompasses HypothesisTestingcomprisingt-testsandF-tests,andthefourthtesting istheCoefficientofDeterminationTest

4. Results and Discussion

4.1. Data Analysis

Here is a table of frequency distribution scores for the research variables, which include Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, Website Quality, and Impulsive Buying.

TABLE I. FREQUENCY DISTRIBUTION SCORES

Itcanbeobservedthatrespondentsusinge-commerceplatformsfor shopping state that Attractiveness is considered fairly attractive. This is evidentfromtherespondents'answerscoresonthequestionnaire,which amount to 3.06, falling within the criteria range of fairly good, which is between2.61and3.40.RespondentsfeelsatisfiedwiththeAttractiveness of each e-commerce platform in conveying the products and services offeredthroughsocialmedia.

Next, the responses of respondents as users of e-commerce platforms for shopping towards the Electronic Word of Mouth variable areconsideredtobefairlygood.Thisisevidentfromtheaveragescoreof respondents' answers on the questionnaire, which is 2.81, falling within the criteria range of fairly good, between 2.61 and 3.40. Respondents using e-commerce platforms for shopping have fairly good responses towardstheindicatorsoftheElectronicWordofMouthvariable.

The assessment of respondents as users of e-commerce platforms for shopping is considered good towards the Trustworthiness variable. This is evident from the average score of respondents' answers on the questionnaire, which is 4.04, falling within the criteria range of good, between 3.41 and 4.20. This means that consumers using e-commerce platforms for shopping trust the e-commerce and social media used by manufacturersinofferingtheirproductsandservices.

Meanwhile, the assessment of respondents as users of e-commerce platforms for shopping on the Website Quality variable falls under the categoryof good. This is evident from the average score of respondents' answers on the questionnaire, which is 3.84, falling within the criteria range of good (between 3.41 and 4.20). Respondents using e-commerce platforms for shopping have a positive response towards the Website Quality

On the other hand, the responses of respondents as users of ecommerceplatformsforshoppingtowardstheImpulsiveBuyingvariable are considered good. This is evident from the average score of respondents' answers on the questionnaire, which is 3.99, falling within thecriteriarangeofgood,whichisbetween3.41and4.20.Thisindicates that respondents using e-commerce platforms for shopping have a positiveresponsetowardstheImpulsiveBuying.

HereisthetableofquestionnairevaliditytestresultsusingtheSPSS software:

Based on Table I, it can be explained that respondents using ecommerce platforms for shopping are fairly interested in the Hedonic Motivationvariable.Thisisevidentfromtherespondents'answerscores onthequestionnaire,whichamountto2.65,fallingwithinthefairlygood criteria range, which is between 2.61 and 3.40. This indicates that consumers using e-commerce platforms for shopping are fairly interestedintheHedonicMotivationpresentinsocialmedia.

https://doi.org/10.5281/zenodo.8232286

Based on the results of the instrument validity test, it can be seen thatthevaluesofallitemquestionsaregreaterthan0.300,indicatingthat

allinstrumentitemsareconsideredvalid.Inotherwords,thecalculated r-value is greater than the critical r-value, which means the questionnaireisvalid.Theindicatoritemsofsocialmedia,whichinclude Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality, as well as the Impulsive Buying variable used in this research questionnaire, are able to measure the responses of respondents who are users of e-commerce platforms for shoppingonthecommunityinMataramCity.

Next, for testing the instrument's reliability in this research, Cronbach's alpha was used. Below is a summary of the results of the instrument'sreliabilitytestforeachresearchvariable

The purpose of the multicollinearity test is to determine whether theindependentvariablesofsocialmedia,includingHedonicMotivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality, are linearly related to each other. If there is no significant relationship among the independent variables used, itcan be stated that thereisnomulticollinearity.Themulticollinearitytestisconductedusing thevaluesofVarianceInflationFactor(VIF)andtolerance.Theresultsof themulticollinearityanalysiscanbeseeninthefollowingTableV:

Based on the data in the table above, it can be observed that all variables have Cronbach's Alpha values greater than 0.600. This indicates that the social media variables, including Hedonic Motivation, Attractiveness,ElectronicWordofMouth,Trustworthiness,andWebsite Quality, as well as the Impulsive Buying variable in this research, are consideredreliable.

As mentioned in Chapter 3, classical assumption tests were conducted on the data to generate the best regression equation model, alsoknownastheBestLinearUnbiasedEstimator(BLUE).Theclassical assumption tests that will be conducted in the research regarding the influence of social media variables including Hedonic Motivation, Attractiveness,ElectronicWordofMouth,Trustworthiness,andWebsite Quality on the formation of Impulsive Buying in the community of MataramCity

Thenormalitytestisperformedtodeterminewhethertheresearch model of the influence of social media on the formation of Impulsive Buying in the community of Mataram follows a normal distribution. In this research, the non-parametric Kolmogorov-Smirnov (K-S) statistical test is used. The results of whether the residuals are normally distributedornotcanbeseeninthefollowingTableIV:

TABLE IV. NORMALITY TEST RESULTS

Based on Table V, it can be seen that the tolerance value for each variable is greater than 0.010, while the Variance Inflation Factor (VIF) values for eachvariable are lessthan 10. Therefore, itcan bestated that the model used in the research does not indicate the presence of multicollinearity.

An important assumption in linear regression is that the disturbances in the regression model exhibit homoskedasticity, meaning that all disturbances have equal variance. In regression, heteroskedasticity may occur. The heteroskedasticity test aims to determine whether there is inequality of variance in the residuals between observations in the regression model of the influence of social media, including Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality, on the formation of Impulsive Buying in the community of Mataram City. The heteroskedasticity test is conducted using the Glejser test as a statistical method.Theresultsoftheheteroskedasticityanalysiscanbeseeninthe followingTableVI:

TABLE VI. HETEROSKEDASTICITY TEST RESULTS

BasedontheresultsinTableIV,itcanbeobservedthatthevalueof Kolmogorov-Smirnov (K-S) for the research model of the influence of socialmedia ontheformationof ImpulsiveBuying inthecommunityof MataramCityis0.582withaprobabilityof0.888,whichisfarabovethe 5percentalphalevel.Therefore,itcanbeconcludedthatthedatainthis researchalreadyexhibitanormaldistribution.

https://doi.org/10.5281/zenodo.8232286

TheresultsoftheheteroskedasticitytestinTableVIindicatethatno independent variable significantly affects the dependent variable's absolute residual value. This is evident from the non-significant probability above the 5 percent confidence level. Therefore, it can be stated that heteroskedasticity does not occur in the research data regarding the influence of social media, including Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality, on the formation of Impulsive Buying in the community of MataramCity

Next,toanalyzethedata,multiplelinearregressionanalysisisused, preceded by formulating whether the model meets the requirements or not.ThisisbasedonTableVII:

TABLE VII. RESEARCH MODEL: THE INFLUENCE OF SOCIAL MEDIA ON ONLINE IMPULSIVE BUYING

Buying will increase by 0.816 units, assuming Hedonic Motivation, Attractiveness, Electronic Word of Mouth, and Website Quality are considered constant or unchanged. From the analysis conducted, it can be stated that the higher the Trustworthiness, the higher the Impulsive Buying. Conversely, if there is a decrease in Trustworthiness,itwillalsodecreaseImpulsiveBuying.

From Table VII above, the regression coefficients of the research variablesarepresentedandcanbeexplainedasfollows:

1)The constant value of 0.684 indicates that the average score of ImpulsiveBuyinginthecommunityofMataramCityis0.684when the manufacturing company does not implement social media consisting of Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality. This implies that Impulsive Buying in the community of Mataram City shows a very low level, so without the implementation of social media, the formation of Impulsive Buying in the community of Mataram City wouldbeverylow.

2)The influence of the Hedonic Motivation variable (X1) on the formation of Impulsive Buying (Y) in the community of Mataram City, based on calculations using the SPSS program, resulted in a regression coefficient value of 0.055. The positive sign indicates a positive or direct relationship. This means that for every increase of1unitintheHedonicMotivationvariable,ImpulsiveBuyingwill increase by 0.055 units, assuming Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality are considered constant or unchanged. From the analysis conducted, it can be stated that the higher the Hedonic Motivation variable, the higher theImpulsiveBuying.Conversely,ifthereisadecreaseinHedonic Motivation,itwillalsodecreaseImpulsiveBuying.

3)The influence of the Attractiveness (X2) on the formation of Impulsive Buying (Y), based on calculations, resulted in a regression coefficient value of 0.078. The positive sign indicates a positive or direct relationship. This means that for every increase of 1 unit in the Attractiveness, Impulsive Buying will increase by 0.078 units, assuming Hedonic Motivation, Electronic Word of Mouth, Trustworthiness, and Website Quality are considered constant or unchanged. From the analysis conducted, it can be stated that the higher the Attractiveness variable, the higher the Impulsive Buying. Conversely, if there is a decrease in Attractiveness,itwillalsodecreaseImpulsiveBuying.

4)The influence of Electronic Word of Mouth (X3) on Impulsive Buying (Y) resulted in a regression coefficient value of 0.082. The positivesignindicatesapositiveordirectrelationship.Thismeans that for every increase of 1 unit in the Electronic Word of Mouth, Impulsive Buying will increase by 0.123 units, assuming Hedonic Motivation, Attractiveness, Trustworthiness, and Website Quality are considered constant or unchanged. From the analysis conducted, it can be stated that the higher the Electronic Word of Mouth, the higher the Impulsive Buying. Conversely, if there is a decrease in Electronic Word of Mouth, it will also decrease ImpulsiveBuying.

5)The influence of Trustworthiness (X4) on Impulsive Buying (Y) resultedinaregressioncoefficientvalueof0.816.Thepositivesign indicatesapositiveordirectrelationship.Thismeansthatforevery increase of 1 unit in the Trustworthiness variable, Impulsive

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6)The influence of the Website Quality variable (X5) on Impulsive Buying(Y)basedontheanalysisresultedinaregressioncoefficient value of 0.200. The positive sign indicates a positive or direct relationship. This means that for every increase of 1 unit in the Website Quality variable, Impulsive Buying will increase by 0.200 units,assumingHedonicMotivation,Attractiveness,ElectronicWord of Mouth, and Trustworthiness are considered constant or unchanged. From the analysis conducted, it can be stated that the higher the Website Quality, the higher the Impulsive Buying. Conversely, if there is a decrease in Website Quality, it will also decreaseImpulsiveBuying.

To test the presence or absence of the role of the independent variables of social media, which consist of Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality, in influencing the formation of Impulsive Buying in the communityofMataramcity,theF-testisconducted.TheresultsoftheFtestcalculationsusingSPSSarepresentedbelow:

From Table VIII, it can be observed that the calculated F-value is 496.855withasignificancelevelof0.000.Incomparisontothetabulated F-value derived from a table with a 5 percent significance level and degreesoffreedomdf1=5anddf2=94,thetabulatedF-valueisfoundto be2.430.AsthecalculatedF-value(496.855)isgreaterthanthetabulated F-value,thenullhypothesis(H0)isrejectedandthealternativehypothesis (Ha)isaccepted.Thismeansthatthevariablesofsocialmedia,including Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality, collectively have a significant influence on the formation of Impulsive Buying in the community of Mataramcity.

The t-test is used to assess the significance of the influence of each individualvariablewithinthesetofsocialmediavariables,whichinclude Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality, on the formation of Impulsive BuyinginthecommunityofMataramcity.Theresultsofthet-testandthe significancelevelofeachindependentvariableonthedependentvariable canbeseeninTableIX:

Foraclearerunderstanding,themeaningsoftheanalysisresultsfor each variable, namely Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality, in relation to the

formationofImpulsiveBuyinginthecommunityofMataramcity,willbe elaboratedasfollows:

1)ThelevelofsignificanceofthevariableHedonicMotivation(X1)on the formation of Impulsive Buying (Y) in the community of Mataramcityresultedinat-valueof1.751withasignificancevalue of 0.087. When the t-value of 1.751 is compared with the t-table value of 2.009, the t-value is smaller than the t-table value, indicating that Ha is rejected and H0 is accepted. This can also be observedfromthecomparisonoftheachievedsignificancevalueof 0.087, which means the error rate is higher than 5 percent. Thus, the variable Hedonic Motivation has an insignificant influence on the formation of Impulsive Buying in the community of Mataram city. The positive value indicates a positive relationship or direct proportion.ThismeansthatthehighertheHedonicMotivation, the highertheImpulsiveBuyingandconversely,ifHedonicMotivation islow,itwilldecreaseImpulsiveBuying.

2)The level of significance of the variable Attractiveness (X2) on the formation of Impulsive Buying (Y) in the community of Mataram cityresultedinat-valueof4.231withasignificancevalueof0.000. When the t-value of 4.231 is compared with the t-table value of 2.009,thet-valueislargerthanthet-tablevalue,indicatingthatHa is accepted and H0 is rejected. This can also be observed from the comparison of the achieved significance value of 0.000, which means the error rate is lower than 5 percent. Thus, the variable Attractiveness has a significant influence on the formation of Impulsive Buying in the community of Mataram city. The positive value indicates a positive relationship or direct proportion. This means that thehighertheAttractiveness, thehigher theImpulsive Buying and conversely, if Attractiveness is low, it will decrease ImpulsiveBuying.

3)The level of significance of the variable Electronic Word of Mouth (X3)ontheformationofImpulsiveBuying(Y)resultedinat-value of 2.397 with a significance value of 0.021. When the t-value of 2.397 is compared with the t-table value of 2.009, the t-value is largerthanthet-tablevalue,indicatingthatH0 isrejectedandHais accepted. This can also be observed from the comparison of the achievedsignificancevalueof0.021,whichmeanstheerrorrateis lowerthan5percent.Thus,thevariableElectronicWordofMouth has a significant influence on the formation of Impulsive Buying. ThehighertheElectronicWordofMouth,thehighertheImpulsive Buying and conversely, if Electronic Word of Mouth is low, it will decreaseImpulsiveBuying.

4)The level of significance of the variable Trustworthiness (X4) on the formation of Impulsive Buying (Y) resulted in a t-value of 37.894 with a significance value of 0.000. When the t-value of 37.894 is compared with the t-table value of 2.009, the t-value is largerthanthet-tablevalue,indicatingthatH0 isrejectedandHais accepted. This can also be observed from the comparison of the achievedsignificancevalueof0.000,whichmeanstheerrorrateis lower than 5 percent. Thus, the variable Trustworthiness has a significant influence on the formation of Impulsive Buying. The higher the Trustworthiness, the higher the Impulsive Buying and conversely, if Trustworthiness is low, it will decrease Impulsive Buying.

5)ThelevelofsignificanceofthevariableWebsiteQuality(X5)onthe formation of Impulsive Buying (Y) resulted in a t-value of 10.717 with a significance value of 0.000. When the t-value of 10.717 is comparedwiththet-tablevalueof2.009,thet-valueislargerthan the t-table value, indicating that H0 is rejected and Ha is accepted. This can also be observed from the comparison of the achieved significance value of 0.000, which means the error rate is lower than5percent.Thus,thevariableWebsiteQualityhasasignificant influence on the formation of Impulsive Buying in the community

https://doi.org/10.5281/zenodo.8232286

of Mataram city. The higher the Website Quality, the higher the Impulsive Buying and conversely, if Website Quality is low, it will decreaseImpulsiveBuying.

From the multiple regression model, it can be concluded that the variablethatsignificantlyinfluencestheformationofImpulsiveBuyingin thecommunityofMataramcityisTrustworthiness(X4).Thisisbasedon the highest t-value (37.894) compared to the variables Hedonic Motivation(X1),Attractiveness(X2),ElectronicWordofMouth(X3),and WebsiteQuality(X5).Thus,thehypothesisstatingthatTrustworthinessis the dominant variable influencing the formation of Impulsive Buying is proveninthisresearch

Thecoefficientofdetermination(R2)essentiallymeasureshowwell the model explains the variation in the independent variables. From the calculationsusingtheSPSSprogram,thefollowingresultsareobtained:

TABLE X. DETERMINATION COEFFICIENT (R2)

Model R R Square Adjusted R Square Std. Error of the Estimate

1 0.991a 0.983 0.981 0.09197

Source:

Based on Table X, the multiple linear regression coefficient of determination (Adjusted R2) is obtained as 0.981 or 98.10 percent. This means that the social media variables consisting of Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality contribute or account for 98.10 percent in shaping Impulsive BuyinginthecommunityofMataramcity.Theremaining1.90percentis attributedtoothervariablesoutsidethescopeoftheresearch

4.2. Research Findings and Discussions

Basedontheresearchfindings,itisconcludedthatthesocialmedia variables consisting of Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality have a significant influence on the formation of Impulsive Buying in the community of Mataramcity.Thisissupportedbytheanalysisofthemultiplecoefficient ofdetermination,whichisobtainedas0.981or98.10percent.Thismeans that the social media variables consisting of Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality contribute or account for 98.10 percent in shaping Impulsive BuyinginthecommunityofMataramcity.Theremaining1.90percentis influencedbyothervariablesbeyondthescopeoftheresearch.

Based on the review of previous research, it can be observed that this research further strengthens the viewpoints proposed by Rook (1987) as well as Beatty & Ferrell (1998), stating that social media variablescomprisingHedonicMotivation(Hirschman&Holbrook,1982), Attractiveness (Kahle & Homer, 1985), Electronic Word of Mouth (Hennig-Thurauetal.,2004;Kozinets,1999),Trustworthiness(Moorman et al., 1993; Garbarino & Johnson, 1999), and Website Quality (Parasuraman et al., 2005) have a simultaneous significant influence on Impulsive Buying. The findings of this research are also consistent with previous research conducted by Chen (2022); Aslam (2021); Budree et al., (2021); Meiselwitz (2021); Zafar et al., (2019); Aragoncillo & Orus (2018), where it has been demonstrated that social media has a significantimpactonImpulsiveBuying.

Partially,eachindependentvariableofsocialmediahasaninfluence ontheformationofImpulsiveBuyinginthecommunityof Mataramcity Based on the data analysis, the results show that there is a positive or directionalrelationshipbetweensocialmediaandImpulsiveBuying.This indicatesthatifthereisachange,suchasanincrease,inthesocialmedia variable, it will also lead to a corresponding change (increase) in the Impulsive Buying variable. This is supported by the positive coefficients oftheregressionanalysis.

TheHedonicMotivationvariablehasanon-significantinfluenceon theformationofImpulsiveBuyingamongtheresidentsofMataramcity. Thus,thefirsthypothesis(H1)putforthcannotbeaccepted.Theresults of this research indicate that Hedonic Motivation does not significantly affecttheformationofImpulsiveBuying.

ThelackofsignificantinfluenceoftheHedonicMotivationvariable on the formation of online Impulsive Buying could be attributed to severalpossiblereasons,suchassamplecharacteristicsandtheresearch context. Individuals participating in the research might not prioritize hedonic motivation as a significant factor in their impulsive buying behavior. People's motivations for impulsive buying can vary based on personal preferences, cultural factors, and other individual characteristics.Thespecificcontextornatureoftheproductsorservices being studied might not strongly align with hedonic motivations. If the products or services being considered are more utilitarian in nature rather than driven by hedonistic desires, the impact of hedonic motivationonimpulsivebuyingmightbediminished.

It's important to note that the absence of significant influence in one research does not necessarily mean that the variable has no influence in all situations. The results could vary based on the specific context, sample characteristics, and research methods used. Further investigation, replication of the research, and exploring the factors mentioned above could provide a clearer understanding of why the Hedonic Motivation variable didn't show a significant impact in this particularstudy.

The Attractiveness variable has a significant influence on the formationofImpulsiveBuyingamongtheresidentsofMataramcity.The researchfindingsrevealastrongcorrelationbetweentheAttractiveness variable and Impulsive Buying behavior within the population of Mataramcity Thesefindingsfurtherreinforcetheresultsoftheresearch conducted by Varghese & Chitra (2022) and Koay et al., (2021), which stated that attractiveness significantly influences online Impulsive Buying.

In this context, Attractiveness refers to the visual appeal, aesthetics,andappealingelementsassociatedwithproductsorservices. These findings indicate that consumers' interest in the visual and aesthetic aspects of a product or service positively influences the inclinationtoengageinonlineImpulsiveBuying.Theimplicationisthat in onlinemarketingefforts, companiesand e-commerce platforms need to consider design elements, visual presentation, and other captivating factors to effectively attract consumers and drive higher levels of impulsivepurchasing.

The Electronic Word of Mouth variable has a significant influence on the formation of online Impulsive Buying among the residents of Mataram city. The research findings indicate a strong positive correlation between the Electronic Word of Mouth variable and ImpulsiveBuyingbehavior.Thesefindingshaveconfirmedtheresultsof research conducted by Koay et al., (2021), Sharma (2020), and Kazi et al., (2019), which indicate that Electronic Word of Mouth significantly influencescustomers'onlineImpulsiveBuyingbehavior.

Electronic Word of Mouth refers to information, reviews, and recommendations communicated through online platforms, such as social media, forums, and websites. These findings suggest that consumers are likely to be influenced by positive reviews and experiences they read or hear from others when making impulsive purchasing decisions. The implication is that marketing strategies that incorporatepositiveElectronicWordofMouthpromotionscanenhance theattractivenessofproductsorservicesand stimulatehigherlevelsof Impulsive Buying behavior. In the current digital environment, it's crucial for companies to effectively leverage the influence of Electronic WordofMouthintheireffortstoimpactconsumerbehavior.

The Trustworthiness variable has a significant impact on the formation of Impulsive Buying behavior among the residents of

https://doi.org/10.5281/zenodo.8232286

Mataramcity.Theresearchfindingsindicateastrongcorrelationbetween the Trustworthiness variable and the tendency to engage in Impulsive Buying. Similarly to the findings in the research by Varghese & Chitra (2022), Koay et al., (2021), Kazi et al., (2019), it is indicated that Trustworthiness in social media marketing can effectively enhance the levelofImpulsiveBuyingbehavior.

Inthiscontext,trustreferstothelevelofconfidencethatconsumers have in the brand, seller, or e-commerce platform they interact with. These findings suggest that a high level of trust in online information sources or offers can influence consumers to make impulsive purchases withthebeliefthattheywillreceiveproductsorservicesthatmeettheir expectations. The implication is that building and maintaining consumer trustin the onlineenvironmentiscrucial for stimulating higher levels of Impulsive Buying behavior. In marketing strategies and consumer interactions,companiesshouldfocusonbuildingapositivetrustimageto optimize the influence of the Trustworthiness variable on Impulsive Buyingbehaviorformation.

The Website Quality variable significantly influences the formation of Impulsive Buying behavior among the residents of Mataram city. The research findings demonstrate a strong positive correlation between the Website Quality and Impulsive Buying behavior. These findings further reinforce the results of the research conducted by Varghese & Chitra (2022), Bansal & Kumar (2018), Al-Zyoud (2018) suggests that Website Quality significantly affects users' online Impulsive Buying behavior on socialmediaplatforms.

Website quality refers to aspects such as design, navigation, speed, and functionality of the website in presenting information and products to consumers. These findings indicate that consumers who have a positive experience while interacting with a high-quality website are moreinclinedtoengageinonlineimpulsivepurchases.Theimplicationis that in the digital environment, companies should ensure that their websites are well-designed and provide a satisfying user experience to enhancethelikelihoodofhigherImpulsiveBuyingbehavior.Intheeffort to maximize the influence of theWebsite Quality variable, it iscrucialto continuouslymonitor andenhancetheuserexperience wheninteracting withtheironlineplatforms.

Fromthet-testresults,itcanalsobedeterminedwhichindependent variable has the most dominant influence on the formation of Impulsive Buyingbehavior amongtheresidents ofMataram city, bycomparingthe values of each t-statistic for each independent variable. Thus, the independentvariablewiththehighestt-statisticvalueistheonethathas the most dominant influence, which in this case is the Trustworthiness variable with a t-statistic value of 37.894. This means that if the Trustworthiness variable can be further increased, it can lead to an increase in Impulsive Buying behavior. This finding aligns with the proposed hypothesis, where Trustworthiness has a dominant impact on ImpulsiveBuyingbehavior

5. Conclusion

Based on the conducted data analysis, it can be concluded that simultaneously, social media variables consisting of Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality have a significant impact on the formation of Impulsive Buying behavior in the community of Mataram city. However, individually, only Hedonic Motivation does not have a significant influence on online Impulsive Buying. Meanwhile, Trustworthiness is the variable with dominantinfluence.

In summary, this research underscores the multifaceted nature of social media's impact on online impulsive buying behavior. Tailoring marketingeffortstoenhancetheindividualcomponentsandrecognizing the pivotal role of trustworthiness can contribute to a more effective engagement with consumers in Mataram city. Further exploration of the

nuanced interplay between hedonic motivations and impulsive buying behavior can provide deeper insights into consumer decision-making processes.

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