Yusi Faizathul Octavia & M. Prajati
https://doi.org/10.5281/zenodo.8232286
The aim of this research is to evaluate the influence of Social Media, comprising Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality, on Impulsive Buying. An associative research design was adopted as the study’s framework. Purposive sampling technique was used to distribute 100 copies of the research instrument to social media users in Mataram city. Out of the 100 distributed questionnaires, all were filled out and returned to the researcher. Multiple linear regression analysis using SPSS software was employed to analyze the data collected from the respondents. The research findings indicate that Hedonic Motivation, Attractiveness, Electronic Word of Mouth, Trustworthiness, and Website Quality significantly influence Impulsive Buying at a level of 0.000. The results of the study reveal that four (4) significant variables affect Impulsive Buying. Furthermore, the Trustworthiness variable has been proven to be dominant, whereas Hedonic Motivation does not have a significant impact on Impulsive Buying.