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Abstrak :
Penggunaan Youtube sebagai sumber informasi meningkat khususnya dalam konteks ketika konsumen ingin membeli sesuatu. Penelitian ini bertujuan untuk memahami pengaruh konten rekomendasi produk di Youtube untuk meningkatkan niat membeli secara impulsif produk yang direkomendasikan. Penelitian ini menggunakan pendekatan kuantitatif. Kuesioner digunakan sebagai instrumen untuk pengumpulan data. Responden yang dilibatkan dalam penelitian ini adalah 338 pengguna Youtube di Indonesia yang menonton saluran Youtube GadgetIn setidaknya di tahun lalu. Data diproses menggunakan metode Structural Equation Modeling (SEM) dan menggunakan perangkat lunak Lisrel 8.0. Hasil penelitian menyimpulkan bahwa karakteristik sinyal tertentu memiliki efek pada kepercayaan pada merekomendasikan dan kasih sayang produk untuk menciptakan perilaku pembelian impulsif pelanggan. ......The use of Youtube as source of information is increasing specially in a context when consumers want to buy something. This study aims to understand the effect of product recommendation content on Youtube to increase the intention to buy impulsively the products recommended. This study uses a quantitative approach. The questionnaire is used as an instrument for data collection. Respondent who were included in this study are 338 Youtube users in Indonesia who watched GadgetIn Youtube channel at least in last year. Data is processed using the Structural Equation Modeling SEM method and using Lisrel 8.0 software. The result of the study concluded that certain signals characteristics have an effect on trust in recommender and product affection in order to create an impulsive buying behaviour of customers.

Abstrak :
Studi ini dilakukan untuk menganalisa hubungan antara ulasan online di Instagram dan pembelian impulsive pada kategori produk kecantikan, dengan browsing dan dorongan untuk pembelian impulsif sebagai mediator. Ada dua manfaat ulasan online yang mungkin memainkan peran penting dalam mendorong perilaku penelusuran konsumen, yaitu nilai utilitarian dan nilai hedonis. Selain itu, riset ini juga mendiskusikan bagaimana efek moderasi dari perbedaan tingkat impulsive pada konsumen dapat mempengaruhi kegiatan browsing mereka. Data yang dikumpulkan dalam penelitian ini menggunakan pembagian kuisioner online kepada 441 responden yang berpengalaman menggunakan Instagram dan pernah membaca ulasan online di platform tersebut. Hal ini dilakukan untuk memverifikasi efek dari nilai yang dirasakan konsumen saat membaca ulasan online terhadap perilaku pembelian impulsif. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik convenience sampling, dengan melibatkan penduduk Jabodetabek sebagai sampel. Tes hipotesis dilakukan menggunakan Structural Equation Model (SEM) yang diolah menggunakan software LISREL 8.8. Hasil penelitian ini menunjukkan bahwa nilai utilitarian dan nilai hedonis secara positif memengaruhi browsing dan akan semakin meningkatkan dorongan untuk membeli secara impulsif dan akhirnya mengarah pada perilaku pembelian impulsif. Studi ini juga menunjukkan bahwa perbedaan tingkat impulsive setiap konsumen memoderasi pengaruh nilai utilitarian dan nilai hedonis pada kegiatan browsing. Hasil penelitian ini memiliki implikasi bagi manajer pemasaran produk kecantikan untuk memahami bagaimana pelanggan berperilaku dan mengembangkan strategi untuk merangsang perilaku pembelian impulsif tersebut. ......This research was conducted to analyse the relationship between online reviews on Instagram and impulse buying for beauty products, with browsing and urge to buy impulsively as the mediator. Moreover, this research also discusses how the moderation effect of impulsiveness level of customers affects their browsing behaviour. The framework of this study was tested on Instagram social media in Indonesia. An online questionnaire with 441 participants who had experience using Instagram and have been exposed by beauty products online review was recruited to verify the effects of consumers’ perceived value from reading online reviews on urge to buy impulsively and impulse buying behaviour. The sampling technique in this study is using convenience sampling, with residents of Jabodetabek used as samples. Hypothesis test used in this study is the use of SEM (Structural Equation Model) using LISREL 8.8. There are two benefits of online reviews that may play an important role in driving consumers’ browsing behaviour, namely utilitarian value and hedonic value. The results of this study indicate that utilitarian value and hedonic value positively influences browsing and which further enhances the urge to buy impulsively and leads to impulse buying behaviour. This study also shows that impulsiveness moderates the influence of utilitarian value, hedonic value on browsing. This result of this study has implications for the marketing manager of beauty products to understand how customer behaves and developing strategy to stimulate customer impulsive buying behaviour.

Abstrak :
Penelitian ini membahas mengenai pembelian impulsif yang dilakukan konsumen pada social commerce platform Tokopedia yang di pengaruhi oleh peran parasocial interaction, penelitian ini dilakukan di kota-kota besar sepeti Jabodetabek, Hubungan yang dianalisis dalam penelitian ini adalah pengaruh information fit-to-task, visual appeal terhadap percieved usefulness, percieved enjoyment, pengaruh percieved usefulness pada perceived enjoyment, pengaruh Perceived enjoyment terhadap urge to buy impulsively, pengaruh similarity, expertise, likeability terhadap parasocial interaction, pengaruh parasocial interaction terhadap impulse buying tendency, dan pengaruh impulse buying tendency terhadap urge to buy impulsively. Hasil penelitian ini membuiktikan bahwa  Expertise Terhadap Parasocial Interaction, Impulse Buying Tendency Terhadap Urge to Buy Impulsively, Information Fit-to-task Terhadap Perceived Enjoyment, Information Fit-to-task Terhadap Perceived Usefulness, Likeability Terhadap Parasocial Interaction, Parasocial Interaction Terhadap Impulse Buying Tendency, Parasocial Interaction Terhadap Perceived Enjoyment, Perceived Usefulness Terhadap Perceived Enjoyment, Visual Appeal Terhadap Perceived Enjoyment, Visual Appeal Terhadap Perceived Usefulness, memiliki pengaruh positif dan signifikan. Sedangkan 2 hubungan konstruk yaitu Perceived Enjoyment Terhadap Urge to Buy Impulsively, Similarity Terhadap Parasocial Interaction,  tidak memiliki pengaruh positive dan signifikan atau tidak memiliki hubungan. ...... This research aims to study about impulse buying behavior by consumer at Tokopedia social commerce platform which influenced by parasocial interaction role. This research is implemented on big cities like Jabodetabek. The relationship analyzed in this research is the influence of information fit-to-task, visual appeal to percieved usefulness, percieved enjoyment, percieved usefulness effect on perceived enjoyment, influence of perceived enjoyment toward urge to buy impulseively, influence similarity, expertise, likeability to parasocial interaction, parasocial interaction effect on impulse buying tendency, and influence impulse buying tendency toward urge to buy impulsively. The results of this study confirms that Expertise Against Parasocial Interaction, Impulse Buying Tendency Against Urge to Buy Impulsively, Information Fit-to-task Against Perceived Enjoyment, Information Fit-to-Task Against Perceived Usefulness, Likeability To Parasocial Interaction, Parasocial Interaction To Impulse Buying Tendency , Parasocial Interaction Against Perceived Enjoyment, Perceived Usefulness to Perceived Enjoyment, Visual Appeal to Perceived Enjoyment, Visual Appeal to Perceived Usefulness, has positive and significant influence. While the 2 relations of constructs which are Perceived Enjoyment Against Urge to Buy Impulsively, Similarity to Parasocial Interaction, has no positive and significant influence or no relationship.