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All Journal Journal of Management - Small and Medium Enterprises (SME's) Jurnal Manajemen dan Pemasaran Jasa
Wahyuni, Annisa Citra
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Economics, Econometrics & Finance

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SOCIAL LEARNING THEORY IN CUSTOMER ENGAGEMENT TO INCREASE IMPULSIVE BUYING BEHAVIOR Wahyuni, Annisa Citra; Masnita, Yolanda; Kurniawati, Kurniawati
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 1 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i1.17971

Abstract

This research aims to investigate the influence of social learning theory on customer engagement and its role in promoting impulsive buying behavior within the context of live-streaming commerce. Utilizing a quantitative approach, the study employed Structural Equation Modeling (SEM) analysis through AMOS software to evaluate the effects of various influencer characteristics on consumer behavior. The findings reveal that factors such as influencer attractiveness, trustworthiness, and interactivity significantly enhance customer engagement and, consequently, encourage impulsive buying tendencies among viewers. This study provides valuable insights for businesses leveraging influencer marketing strategies, highlighting the importance of creating compelling and trustworthy interactions that can stimulate consumer purchasing decisions. Keywords: Social Learning Theory; Live-streaming Commerce; Influencer Marketing; Customer Interaction; Impulsive Purchasing Behavior
Applying self-determination theory to understand consumer behavior in e-commerce: An analysis of impulsive buying and its impact on economic wellbeing Wahyuni, Annisa Citra; Masnita, Yolanda; Chaniago, Nuraini; Apysheva, A. A.
Jurnal Manajemen dan Pemasaran Jasa Vol. 18 No. 2 (2025): September
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/jmpj.v18i2.23376

Abstract

This study examines the influence of limited-time deals, perceived ease of use, and hedonic motivation on online impulsive buying behavior, as well as the effect of impulsive buying on compulsive buying within Indonesian e-commerce platforms. Based on self-determination theory, the research examines both the direct and the mediated relationships among the variables. Using purposive sampling, data were collected from 253 Indonesian consumers who actively shop on platforms such as Shopee, Tokopedia, and Lazada. The data were analyzed using Structural Equation Modeling (SEM). The results show that limited-time deals significantly increase both hedonic motivation and online impulsive buying behavior. Hedonic motivation also demonstrates a significant positive effect on impulsive buying and successfully mediates the relationship between limited-time deals and online impulsive buying behavior. In contrast, perceived ease of use does not exhibit a positive effect on impulsive buying. Furthermore, online impulsive buying behavior strongly predicts compulsive buying, suggesting a progression from spontaneous purchases to more repetitive, uncontrolled buying patterns. The novelty of this study lies in integrating promotional scarcity strategies with motivational mechanisms derived from self-determination theory to explain impulsive and compulsive buying tendencies in digital shopping environments. The findings provide theoretical contributions by clarifying the mediating role of hedonic motivation and practical insights for e-commerce marketers. Specifically, the results suggest that urgency-based promotions can enhance emotional engagement and stimulate spontaneous purchases, while ineffective ease-of-use features may not contribute to impulsive behaviors. These insights can help marketers design more effective and responsible promotional strategies.
Co-Authors Apysheva, A. A. Kurniawati Kurniawati Nuraini Chaniago, Nuraini