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All Journal JURNAL MANAJEMEN DAN AKUNTANSI Jurnal Keuangan dan Perbankan JAM : Jurnal Aplikasi Manajemen EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis EQIEN - JURNAL EKONOMI DAN BISNIS PEDULI: Jurnal Imiah Pengabdian Pada Masyarakat Business Management Analysis Journal (BMAJ) Tourism: Jurnal Travel, Hospitality, Culture, Destination, and MICE COMMICAST Journal of Management and Entrepreneurship Research International Journal of Management Science and Information Technology (IJMSIT) J-ESA (Jurnal Ekonomi Syariah) EKONOMIKA45 ASEAN Marketing Journal Jurnal Indonesia Sosial Teknologi Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Indonesian Journal of Economics, Business, Accounting, and Management
Ratna Roostika
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Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : COMMICAST

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Factors Influencing Online Impulse Buying Behavior: Evidence from Shopee Live Syakhira Iswan, Zahra; Roostika, Ratna
COMMICAST Vol. 6 No. 1 (2025): March
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/commicast.v6i1.12926

Abstract

This study aims to investigate the factors that influence online impulse buying behavior among Indonesian consumers on the Shopee Live e-commerce platform. With the advent of digital technology, shopping behavior has shifted significantly towards online platforms, particularly through innovative features such as live streaming. Utilizing a purposive sampling technique, data was collected from Shopee users through a Google Forms and analyzed using Structural Equation Modeling (SEM). The research findings revealed that factors such as time pressure, quantity pressure, and social influence did not significantly influence enjoyment leading to the absence of impulse buying online. Whereas the results of economic benefits, visual elements and sound elements on enjoyment were highly significant which played an important role in driving impulse purchase decisions. This suggests that consumers are more attracted to tangible economic benefits such as discounts and attractive visual and sound ornament presentations during live streaming sessions. The study concludes that enhancing these key visual and economic factors can effectively increase impulse buying behavior, offering valuable insights for retailers and marketers looking to optimize their strategies in a live commerce environment.
Eco-friendly marketing analysis on sustainable purchase intentions for Skincare brands the Bodyshop, Avoskin and N'Pure Bafadal, Amalia; Roostika, Ratna
COMMICAST Vol. 6 No. 2 (2025): September
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/commicast.v6i2.13036

Abstract

This study aims to analyze the influence of eco-friendly marketing on sustainable purchase intentions for skincare products from The Body Shop, Avoskin, and N'pure. A quantitative approach was used with a survey method involving 229 skincare users in Indonesia. Data were collected through a questionnaire using a Likert scale and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results show that (1) Perceived Sustainable Marketing Activities positively affect brand image; (2) Brand image negatively affects sustainable purchase intentions; (3) Brand image positively affects consumer engagement; (4) Consumer engagement positively affects sustainable purchase intentions; and (5) Corporate Social Responsibility (CSR) positively affects sustainable purchase intentions. This study contributes to the development of marketing literature by highlighting the mediating role of consumer engagement in eco-friendly marketing. Practically, the findings suggest that to strengthen sustainable purchase intentions, companies need to ensure alignment between their brand image and real environmental and social initiatives.
Co-Authors Abdul Kadir, Sarintan Anas Hidayat, Anas Andriyastuti Suratman, Andriyastuti Anggi Putri Jelita Audia Shifa Alifiana Bafadal, Amalia Christin Susilowati Dhiya Shafa Nabila Fauziah, Rizka Fillah Kusumawati, Rizqi Adhyka Mauladi, Fachmi Ahmad Muafi, ' Muhammad Addien Riski Muhammad Suyanto, Muhammad Nasution, Hanny Punik Mumpuni Wijayanti Sani Wijaya, Azizah Syakhira Iswan, Zahra Titik Kuntari Valentino, Calvin Wahyuningsih Wahyuningsih Wardhani, Nugrahani Puspa Wulandari, Alfia Putri Yeni, Yulia H Yulia Hendri Yeni Zaenal Arifin Zakky Fahma Auliya