INSTAGRAM TRENDS TOWARDS YOUNG ADULTS CONSUMER IMPULSE BUYING BEHAVIOR

Abstract

Online shopping has become very easy for people as easy as clicks to make a purchase from the internet. Either using the mobile phones or computers, as long as it connected to the internet then from anywhere the person can look into any shopping website. One of the important behavior in retailing is the practice of impulse buying; items that bought by the customers without any plan in advance are tend to always happened to shopaholic. The rapid growth of the world economy and always supported by technology results in the massive internet transaction every day. Nowadays people are having more than one social media accounts, Instagram is one of the very popular social media among the young adult which has been developing rapidly for the last 3 years. Begin with the activities of the people to share their picture and now are used by many of online retailers. The main objective of the study was identifying that there are significance relationship for product characteristics, price and promotion, and situational factors with the impulse buying behavior on Instagram. Through a survey questionnaire, in which method of quantitative research, this study surveyed 300 respondents aged 18 – 25 years old in Jakarta.