Presenters: Yazida Salsa Biila, Fitri Wulandari
Affiliation: Raden Mas Said State Islamic University
Room: 6
ICIES News- At the 4th International Conference on Islamic Economics Studies (ICIES) 2024, researchers Yazida Salsa Biila and Fitri Wulandari from Raden Mas Said State Islamic University presented their study titled “Mediating Perceived Enjoyment In Influencing Online Impulse Buying: Study Of Stimulus Organism Response (S-O-R) Theory.”
This research aimed to analyze the influence of Instagram social media usage intensity, content affiliate marketing, and lifestyle compatibility on online impulse buying, mediated by perceived enjoyment among students in Surakarta. Utilizing a sample of 285 respondents, the study applied a cluster sampling technique to ensure representation from each district of Klaten, Sragen, Boyolali, Sukoharjo, Surakarta, Karanganyar, and Wonogiri. Data were processed using SmartPLS 3.
The findings revealed that the direct influence of Instagram usage intensity and lifestyle compatibility on online impulse buying was not significant. However, content affiliate marketing significantly influenced online impulse buying both directly and indirectly. Perceived enjoyment was found to influence online impulse buying and effectively mediated all influences, either partially or fully. The study confirmed the applicability of the S-O-R theory in explaining online impulse buying behavior. Lifestyle compatibility emerged as a major factor in enhancing positive emotions, manifested as perceived enjoyment, which significantly impacted online impulse buying.
The presentation garnered significant attention and appreciation from conference participants, emphasizing the importance of perceived enjoyment in online consumer behavior. The insights from this research are expected to inform strategies for marketers and online businesses to enhance customer engagement and drive impulse purchases through social media and content marketing.