The Influence of Influencer Credibility, Impulsive Buying, and Perceived Enjoyment on Social Commerce Impulse Buying of Food and Beverage Products

Bekti Setiadi (Sekolah Tinggi Penerbangan Aviasi)
Nawiyah Nawiyah (Politeknik APP Jakarta)
Agung Widarman (Sekolah Tinggi Teknologi Wastukancana)
M. Adik Rudiyanto (Universitas Islam Majapahit)
Iwan Henri Kusnadi (STISIP Bina Putera Banjar)
Arnold Sultantio Hutabarat (Institut Bisnis dan Informatika Kesatuan)

Indonesian Journal of Innovation Multidisipliner Research
Vol. 4 No. 3 (2026): Juli - September

The purpose of this study is to analyze the effect of Influencer Credibility, Impulsive Buying and Perceived Enjoyment on Social Commerce Impulse Buying of food and beverage goods. The study was conducted quantitatively through the survey of respondents who purchased food and beverage goods through social commerce platforms. Data collection was conducted using online questionnaires with the purposive sampling method. The data was analyzed using multiple linear regression. The findings indicate that Influencer Credibility, Impulsive Buying, and Perceived Enjoyment have a partial and simultaneous positive and significant impact on Social Commerce Impulse Buying. The most important variable to affect Social Commerce Impulse Buying is Impulsive Buying. The results of the study show that the motives of impulse buying on social commerce platforms are affected by the credibility of influencers, impulsive behavior tendencies and the joyful purchasing experience. This research adds to the literature on digital marketing development, social commerce, and consumer behavior. It also provides practical implications for food and beverage businesses to develop better digital marketing strategies.