The Influence of Electronic Word of Mouth and Hedonic Shopping Motivation on Impulse Buying with Fear of Missing Out as a Moderating Variable

Ardi Zarhan Lillahi Ramdani, Sulhaini Sulhaini, Baiq R. Handayani

Abstract

Current developments in digital marketing technology have been suspected of increasing consumer impulse buying behaviour. This research analyses the influence of Electronic Word of Mouth and hedonic shopping motivation on impulse buying, moderated by Fear of Missing Out. This research is quantitative research that uses a causal associative approach. The method used to test the hypothesis is SEM PLS with the help of the SmartPLS application. The research results show that Electronic Word of Mouth and hedonic shopping motivation positively and significantly affect impulse buying. FOMO. The results of this research can also be used as a basis for marketers of e-commerce companies to increase efforts to obtain and spread positive EWOM to increase the occurrence of impulsive buying from consumers.



Keywords


electronic word of mouth; fear of missing out; impulse buying; hedonic shopping motivation

Full Text:

PDF


References


1. Wan, X., Yang, D., & Teng, Z. (2022). Blockchain digital technology empowers E-commerce supply chain sustainable value co-creation decision and coordination considering online consumer reviews. Applied Soft Computing, 130, 109662. doi: 10.1016/j.asoc.2022.109662

2. Zhu, F., Shi, Q., Balezentis, T., & Zhang, C. (2023). The impact of e-commerce and R&D on firm-level production in China: Evidence from manufacturing sector. Structural Change and Economic Dynamics, 65, 101–110. doi: 10.1016/j.strueco.2023.02.008

3. Wiranata, A. T., & Hananto, A. (2020). Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers? Indonesian Journal of Business and Entrepreneurship. doi: 10.17358/ijbe.6.1.74

4. Styowati, C., & Dwiridotjahjono, J. (2023). Pengaruh Hedonic Shopping Motivation, Shopping Lifestyle Dan Promosi Penjualan Terhadap Impulse Buying Pada Pengguna Sociolla di Surabaya [The Effect of Hedonic Shopping Motivation, Shopping Lifestyle and Sales Promotion on Impulse Buying Among Sociolla Users in Surabaya]. Management Studies and Entrepreneurship Journal, 4(2) (in Indonesian).

5. Mallari, E. F. I., Ato, C. K. A., Crucero, L. J. M. O., Escueta, J. T., Eslabra, V. A. P., & Urbano, P. E. M. (2023). The mediating role of impulse buying on hedonic shopping motivation and life satisfaction of online shoppers in the Philippines. International Social Science Journal, 73(249), 861–872. doi: 10.1111/issj.12430

6. Saputri, D. (2021). Pengaruh Hedonic Shopping Motivation, Price Discount Dan Shopping Life Style Terhadap Online Impulse Buying Pada Marketplace Shopee Dan Tokopedia [The Influence of Hedonic Shopping Motivation, Price Discount and Shopping Life Style on Online Impulse Buying at Marketplace Shopee and Tokopedia]. Retrieved from http://repo.darmajaya.ac.id/7218/1/DESTA%20SAPUTRI-Pengaruh%20Hedonic%20Shopping%20Motivation%2C%20Price%20Discount%2C%20dan%20Shopping%20Lifestyle%20Terhadap%20Online%20Impulse%20Buying%20Pada%20Shopee%20dan%20Tokopedia%20-%20Desta%20Saputri.pdf (in Indonesian).

7. Choirul, A., & Artanti, Y. (2019). Millennia's impulsive buying behavior: does positive emotion mediate? Journal of Economics, Business, & Accountancy Ventura, 22(2), 223–236. doi: 10.14414/jebav.v22i2.1738

8. Egan, V., & Taylor, D. (2010). Shoplifting, unethical consumer behaviour, and personality. Personality and Individual Differences, 48(8), 878–883. doi: 10.1016/j.paid.2010.02.014

9. Hodkinson, C. (2016). 'Fear of Missing Out' (FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 25(1), 65–88. doi: 10.1080/13527266.2016.1234504

10. Argan, M., & Argan, M. (2019). Toward a new understanding of FoMO: "Fomsumerism". Retreieved from https://www.researchgate.net/publication/337891354_Toward_a_New_Understanding_of_Fomo_%27Fomsumerism%27_Pazarlama_Teorisi_ve_Uygulamalari_Dergisi

11. Karapinar, I., Eru, O., & Cop, R. (2019). The Effects of Consumers' FoMo Tendencies On Impulse Buying and The Effects of Impulse Buying on Post- Purchase Regret: An Investigation on Retail Stores. BRAIN. Broad Research in Artificial Intelligence and Neuroscience, 10(3), 124-138.

12. Kamalia, D., Djajadinata, M., Gunawan, F., & Gunadi, W. (2022, March). The Role of Hedonic Motivation and FOMO on the Impulsivity of e-Commerce Users during COVID-19 Pandemics in Indonesia. In 12th Annual International Conference on Industrial Engineering and Operations Management. doi: 10.46254/AN12.20220851

13. Rahmanda, G. (2022). Analisis Perilaku E-Impulse Buying Konsumen: Fomo (Fear Of Missing Out), Web Browsing, Mobile E-Commerce, Dan Online Customer Review. Retrieved from http://repositorybaru.stieykpn.ac.id/1103/1/211830277_Ringkasan_30277%20_GHOZI%20RAHMANDA.pdf

14. Apolo, M., & Kurniawati, M. (2023). Pengaruh Fear Of Missing Out (Fomo) Terhadap Perilaku Konsumtif Penggemar KPOP Remaja Akhir Pada Produk Merchandise KPOP [The Effect of Fear Of Missing Out (Fomo) on the Consumptive Behaviour of Late Teenage KPOP Fans on KPOP Merchandise Products]. INNOVATIVE: Journal Of Social Science Research, 3(6), 3847–3858 (in Indonesian).

15. Mulyono, F. (2012). Faktor Demografis dalam Perilaku Pembelian Impulsif [Demographic Factors in Impulse Buying Behaviour]. Jurnal Administrasi Bisnis, 8(1), 88-105 (in Indonesian).

16. Aqmarina, A., & Wahyuni, Z. (2018). Pengaruh Motivasi Hedonic Shopping dan Adiksi Internet Terhadap Online Impulse Buying [The Effect of Hedonic Shopping Motivation and Internet Addiction on Online Impulse Buying]. Tazkiya Journal Of Psychology, 6(6) (in Indonesian).

17. Dian Rahmawati, F. (2023). Peran Digital Marketing Dalam Memediasi Pengaruh Electronic Word Of Mouth, Promosi dan Harga Terhadap Impluse Buying (Studi pada E-commerce Shopee) [The Role of Digital Marketing in Mediating the Effect of Electronic Word Of Mouth, Promotion and Price on Impluse Buying (Study on Shopee E-commerce)]. Journal of Economics and Business Aseanomics, 7(2), 071–086. doi: 10.33476/jeba.v7i2.3416 (in Indonesian).

18. Widagdo, B., & Roz, K. (2021). Hedonic shopping motivation and impulse buying: the effect of website quality on customer satisfaction. The Journal of Asian Finance, Economics, and Business, 8(1), 395-405.

19. Sari, D. M. F. P., & Pidada, I. A. I. (2019). Hedonic shopping motivation, shopping lifestyle, price reduction toward impulse buying behavior in shopping center. International Journal of Business, Economics & Management, 3(1), 48-54.

20. Kosyu, D. A., Hidayat, K., & Abdillah, Y. (2014). Pengaruh hedonic shopping motives terhadap shopping lifestyle dan impulse buying (Survei pada pelanggan outlet Stradivarius di Galaxy Mall Surabaya) [The influence of hedonic shopping motives on shopping lifestyle and impulse buying (Survey on Stradivarius outlet customers at Galaxy Mall Surabaya)]. Retrieved from https://media.neliti.com/media/publications/84440-ID-pengaruh-hedonic-shopping-motives-terhad.pdf

21. Sharma, B. K., Mishra, S., & Arora, L. (2018). Does Social Medium Influence Impulse Buying of Indian Buyers? Journal of Management Research, 18(1), 27–36.

22. Candice, C. (2022). The Influence Of Social Media Marketing, Hedonic Shopping Motivation And Electronic Word Of Mouth Towards Impulse Purchases For Shopee's Customers In Medan. MINISTAL: Jurnal Ekonomi Dan Bisnis Digital, 1(1), 43–58. doi: 10.54259/ministal.v1i1.386

23. Kang, I., Cui, H., & Son, J. (2019). Conformity Consumption Behavior and FoMO. Sustainability, 11(17), 4734. doi: 10.3390/su11174734

24. Khokhar, A. A., Qureshi, P. A. baker, Murtaza, F., & Kazi, A. G. (2019). The Impact of Social Media on Impulse Buying Behaviour in Hyderabad Sindh Pakistan. International Journal of Entrepreneurial Research, 2(2), 8–12. doi: 10.31580/ijer.v2i2.907

25. Effendi, S., Faruqi, F., Mustika, M., & Salim, R. (2020). Pengaruh Promosi Penjualan, Electronic Word of Mouth dan Hedonic Shopping Motivation Terhadap Pembelian Impulsif pada Aplikasi Shopee. Jurnal Akuntansi Dan Manajemen, 17(02), 22–31. doi: 10.36406/jam.v17i02.332 (in Indonesian).

26. Gorga, G., Chandra, Y. E., Barry, H., Ginting, R. G. (2022). Pengaruh Electronic Word Of Mouth Dan Persepsi Harga Produk Luar Negeri Terhadap Impulsive Buying Pengguna E-Commerce Shopee (Studi Kasus Pada Generasi Z dan Milenial di Kota Depok) [The Effect of Electronic Word Of Mouth and Perception of Foreign Product Prices on Impulsive Buying of Shopee E-Commerce Users (Case Study on Generation Z and Millennials in Depok City)]. Jurnal Administrasi Profesional, 3(1), 01-09. doi: 10.32722/jap.v3i1.4842 (in Indonesian).

27. Wijoyo, F., Santoso, T. (2022). Pengaruh Website Quality, Electronic Word Of Mouth, dan Hedonic Shopping Motivation Terhadap Impulse Buying Pada E-Commerce Tokopedia [The Effect of Website Quality, Electronic Word Of Mouth, and Hedonic Shopping Motivation on Impulse Buying at Tokopedia E-Commerce]. Agora, 10(1) (in Indonesian).

28. Suarsa, S. H. (2020). Pengaruh Electronic Word Of Mouth (Ewom) Pada Online Travel Agent (Ota) Traveloka Terhadap Keputusan Menginap Di Topas Galeria Hotel, Bandung [The Effect of Electronic Word Of Mouth (Ewom) on Online Travel Agent (Ota) Traveloka on Staying Decisions at Topas Galeria Hotel, Bandung]. Eqien: Jurnal Ekonomi Dan Bisnis, 7(1), 50–56. doi: 10.34308/eqien.v7i1.112 (in Indonesian).

29. Junaidi, M. H., Miralam, M. S. (2020). Online buying behavior among university students: a cross cultural empirical analysis. Journal of Information Technology Management, 12(2), 26–39.

30. Pambagyo, E. P., Karnawati, Y. (2020). Pengaruh Electronic Word Of Mouth Dan Hedonic Shopping Value Terhadap Impulse Buying Pada Online Shop [The Effect of Electronic Word Of Mouth and Hedonic Shopping Value on Impulse Buying at Online Shops]. JCA of Economics and Business, 1(2) (in Indonesian).

31. Hair, J. F., Anderson, R. E., Tatham, R. L. & Black, W. C. (2014). Multivariate Data Analysis (7th ed.) Edinburg: Pearson.

32. Aswin, A., Rafiq, M., Pratama, Y. A., & Septiana, R. (2022). Perilaku Online Impulse Buying Pada Marketpalce Shopee [Online Impulse Buying Behaviour at Shopee Marketpalce]. Seminar Nasional Hasil Penelitian Dan Pengabdian Masyarakat, 81–90 (in Indonesian).

33. Nugroho, B., & Idris, I. (2018). Pengaruh Dimensi Motivasi Belanja Hedonis Terhadap Pembelian Impulsif Online Pada Situs Marketplace Tokopedia [The Influence of the Dimensions of Hedonic Shopping Motivation on Online Impulse Buying on the Tokopedia Marketplace Site]. Diponegoro Journal of Management, 7(4), 438-448 (in Indonesian).


Article Metrics

Metrics Loading ...

Metrics powered by PLOS ALM

Refbacks

  • There are currently no refbacks.




Copyright (c) 2024 Ardi Zarhan Lillahi Ramdani, Sulhaini, Baiq R. Handayani

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.