Anteseden Urge to Buy Impulsively: Studi Beauty Vlog pada Sosial Media Youtube

Vivi Rodliyatuz Zulfa

Abstract views = 489 times | downloads = 302 times


This study aims to determine the effect of parasocial interaction, perceived enjoyment, perceived usefulness, and negative affect of social media users on the urge to buy impulsively. Data was taken by distributing questionnaires online involving 189 female respondents who watched the beauty blog video on Youtube. The location of this research 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. In contrast, negative affect harms the urge to buy impulsively. The results of this study have implications for cosmetics marketers who use YouTube as one of their marketing media in improving marketing strategies that are more effective in attracting users through impulsive buying.


parasocial interaction, perceived enjoyment, perceived usefulness, negative affect, urge to buy impulsively, beauty vlog

Full Text:



Asosiasi Penyelenggara Jasa Internet Indonesia (2017). Hasil Survei Penetrasi dan Perilaku Pengguna Internet Indonesia 2017.

Beatty, S. E. dan Ferrel, M. E. 1998. Impulse buying: Modeling its precursors. Journal of Retailing 74(2): 169–191.

Bellini, S., Cardinali, M. G. dan Grandi, B. 2017. A structural equation model of impulse buying behaviour in grocery retailing. Journal of Retailing and Consumer Services 36: 164–171.

Chang, H. J., Eckmanb, M. dan Yan, R. N. (2011). Application of the stimulus-organism-response model to the retail environment: The role of hedonic motivation in impulse buying behavior. International Review of Retail, Distribution and Consumer Research 21(3): 233–249.

Choi, G. Y. dan Behm-Morawitz, E. 2017. Giving a new makeover to STEAM: Establishing YouTube beauty gurus as digital literacy educators through messages and effects on viewers. Computers in Human Behavior 73: 80–91.

Chung, N., Song, H. G. dan Lee, H. 2017. Consumers’ Impulsive Buying Behavior of Restaurant Products in Social Commerce. International Journal of Contemporary Hospitality Management 29(2): 709–731.

Floh, A. dan Madlberger, M. 2013. The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications 12(6): 425–439.

Hajli, M. N. 2014. The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change 87: 17–27.

Horton, D. dan Wohl, R. R. 1956. Mass Communication and Parasocial interaction: Observations on Intimacy in A Distance Psychiatry.

Huang, L. T. 2015. Flow and social capital theory in online impulse buying. Journal of Business Research 69(6): 2277–283.

Kazempour, Y. dan Lotfizadeh, F. 2017. The Impact of Situational Factors (Store, Personal) on Urge to Buy Impulsively and Impulsive Buying Behavior. European Journal of Business and Innovation Research 5(4): 12–27.

Kim, J. B. 2012. An empirical study on consumer first purchase intention in online shopping: Integrating initial trust and TAM. Electronic Commerce Research 12(2): 125–150.

Kim, J. dan Lennon, S. J. 2013. Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model. Journal of Research in Interactive Marketing 7(1): 33–56.

Liu, Y., Li, H. dan Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems 55(3): 829–837.

Lucas, M. dan Koff, E. 2017. Body image, impulse buying, and the mediating role of negative affect. Personality and Individual Differences 105: 330–334.

Mehrabian, A. dan Russell, J. A. 1974. An approach to environmental psychology. USA: Cambridge, M.I.T. Press.

Mohan, G., Sivakumaran, B. dan Sharma, P. 2013. Impact of store environment on impulse buying behavior. European Journal of Marketing 47(10): 1711–1732.

Park, E. J. Kim, E. Y., Funches, V. M., and Foxx, W. 2012. Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of Business Research 65(11): 1583–1589.

Shen, K. N. dan Khalifa, M. 2012. System design effects on online impulse buying. Internet Research 22(4): 396–425.

Stern, H. 1962. The Signficance of Buying Impulse. Journal of marketing 26(2): 59–62.

Stever, G. S. dan Lawson, K. 2013. Twitter as a way for celebrities to communicate with fans: Implications for the study of parasocial interaction. North American Journal of Psychology 15(2): 339–354.

Thompson, E. R. dan Prendergast, G. P. 2015. The influence of trait affect and the five-factor personality model on impulse buying. Personality and Individual Differences 76: 216–221.

Tsay, M. dan Bodine, B. M. 2012. Exploring parasocial interaction in college students as a multidimensional construct: Do personality, interpersonal need, and television motive predict their relationships with media characters? Psychology of Popular Media Culture: 1(3): 185–200.

Verhagen, T. dan Van Dolen, W. 2011. The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information and Management 48(8): 320–327.

We Are Social dan Hootsuite. 2017. Digital in 2017: Southeast Asia Regional Overview. Available at:

Wells, J. D. dan Parboteeah, V. 2011. Online impulse buying:understanding the interplay between consumer impulsiveness and website quality. Journal of the Association for Information System 12(1): 32–56.

Wu, I. L., Chen, K. W. dan Chiu, M. L. 2016. Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users. International Journal of Information Management 36(3): 284–296.

Xiang, L., Zhenga, X., Lee, M. K. O., dan Zhaoa, D. 2016. Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International Journal of Information Management 36(3): 333–347.


  • There are currently no refbacks.

Indexed by:



Creative Commons Licence

Jurnal Manajemen Teori dan Terapan by Universitas AirlanggaDepartment of Management, Faculty of Economics and Business, is licensed under a Creative Commons Attribution 4.0 International License.


View JMTT Stats