The Impact of Food Influencer’ Posts on Urge to Buying Impulsively moderate by Post Authenticity and Impulse Buying Tendency

Primaradi, Albertus Raditya Bagas (2023) The Impact of Food Influencer’ Posts on Urge to Buying Impulsively moderate by Post Authenticity and Impulse Buying Tendency. S1 thesis, Universitas Atma Jaya Yogyakarta.

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Abstract

This study aim for investigates the role of social media food Influencer and interactive factors in driving impulse buying behavior in social commerce environments. This research explores the impact of food Influencer’s posts and contextual sentiment on consumers' urge to buy impulsively. Through an empirical investigation using online surveys, the study reveals that Food Influencer have a significant influence on consumers' urge to buy impulsively. Moreover, positive sentiment, impulse buying tendency and observational learning emerge as key factors that drive the significant effect, while negative sentiment and authenticity do not have a significant effect. These findings emphasize the importance of considering the persuasive power of food influencer in shaping consumers' impulsive purchasing decisions. However, this study has certain limitations, including, that the study focuses on a specific group of participants and may not be generalizable to other populations. The sample consists of individuals who have engaged in social commerce activities and may not represent the broader population. There is also other limitation such as; relatively small sample size, considered other platforms such as Facebook or Twitter, and other factor that could affect the decision on buying tendency Future research could expand the scope to encompass diverse product categories and employ longitudinal designs to establish causal relationships. Overall, the findings of this study have implications for digital food influencer, marketers, and businesses operating in social commerce environments. By leveraging the influence of food influencer and fostering positive sentiment, marketers can effectively target and encourage Urge to Buy Impulsively. This research contributes to the understanding of impulse buying in social commerce and provides insights for future research and marketing strategies.

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