Antedent Urge To Buy Impulsively: Study on Beauty Vlog on Youtube Social Media
Amount: Antedent Urge To Buy Impulsively: Study on Beauty Vlog on Youtube Social Media
Author: Vivi Rodliyatuz Zulfa
Item Type: Thesis
Memberships: Master of Management Science Study Program, Faculty of Economics and Business, Airlangga University, Surabaya, Indonesia
Publisher: Airlangga University
Abstract
This study aims to determine the effect of parasocial interaction, perceived enjoyment, perceived usefulness and negative affect of Youtube social media users on the urge to buy impulsively. Data was collected by distributing online questionnaires involving 189 female respondents who watched beauty blog videos on Youtube. The location of this research is in Indonesia. Hypothesis testing using Partial Least Squares (PLS). The results of the study show that parasocial interaction, perceived enjoyment, perceived usefulness affect the urge to buy impulsively, while negative affect has a negative effect on the urge to buy impulsively. The results of this study have important implications for cosmetic marketers who use Youtube as one of their marketing media in improving more effective marketing strategies to attract users through impulse buying.
Keywords: Parasocial Interaction, Perceived Enjoyment, Perceived Usefulness, Negative Affect, Urge To Buy Impulsively, Beauty Vlog
