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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) International Journal Administration, Business & Organization
Shelvira Azka Afifah
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Pengaruh Feeds Instagram: Mengungkap Minat Beli Mahasiswa pada Produk Makanan dan Minuman di Bandung Raya, Indonesia Shelvira Azka Afifah
International Journal Administration, Business & Organization Vol 5 No 1 (2024): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.24.312

Abstract

The rapidly evolving technology and information have driven society into the digital sphere. This phenomenon has been leveraged by businesses to capture consumer attention, particularly among students, utilizing the social media platform Instagram's feed displaying food and beverage products to boost purchasing interest in the business realm. Based on this premise, this study aims to investigate the extent to which Instagram feeds showcasing food and beverage products influence students' purchasing interest in the Bandung Raya region, Indonesia. The research methodology employed is quantitative descriptive, involving data collection through questionnaire surveys. A total of 126 respondents, who are students in the Bandung Raya area, participated in this study, with data analysis conducted using mean tests and regression analysis. The findings of this research illustrate that the portrayal of food and beverage products on Instagram significantly impacts students' purchasing interest.
THE INFLUENCE OF LIVE STREAMING ON IMPULSIVE BUYING BEHAVIOR TOWARD READY-TO-WEAR CLOTHING PRODUCTS: (A SURVEY ON TIKTOK-USING STUDENTS IN BANDUNG AREA) Shelvira Azka Afifah; Koernia Purwihartuti; Nazofatullidya, Nazofatullidya
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 14 No. 2 (2025): JUNI
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v14i2.3055

Abstract

Introduction: The advancement of digital technology has transformed consumer behavior patterns, particularly in online shopping activities through live-streaming features. This feature offers a real-time interactive experience that has the potential to trigger impulsive buying behavior, especially among university students as active social media users. This research explores how specific live-streaming elements on TikTok impact the impulsive purchase behavior of ready-to-wear clothing products among university students in Bandung. The constructs and indicators used were developed by integrating findings from previous studies. Method: A quantitative approach was employed through a survey of 423 respondents, and the data were processed using PLS-SEM, incorporating an analysis of second-order constructs. A key contribution of this study lies in the integration of diverse indicators from earlier research, combined with a focused investigation of an underexplored demographic and regional context. Results: The findings indicate that live-streaming exerts a statistically significant and positive influence on impulsive buying behavior, and that all dimensions forming live-streaming contribute to increasing the intensity of impulsive purchases, proving this marketing strategy is effective. These findings offer theoretical contributions to the study of digital consumer behavior and practical implications for fashion business actors, particularly those in the ready-to-wear segment. Keywords: online shopping, digital marketing, e-commerce, digital interaction, social media
Co-Authors Koernia Purwihartuti Nazofatullidya, Nazofatullidya