{"id":1908,"date":"2021-10-29T08:00:00","date_gmt":"2021-10-29T08:00:00","guid":{"rendered":"https:\/\/www.almadani.ac.id\/stie\/?p=1908"},"modified":"2022-12-02T08:08:26","modified_gmt":"2022-12-02T08:08:26","slug":"a-critical-review-of-digital-marketing-effect-of-flow-and-impulse-buying","status":"publish","type":"post","link":"https:\/\/almadani.ac.id\/stie\/a-critical-review-of-digital-marketing-effect-of-flow-and-impulse-buying\/","title":{"rendered":"A Critical Review of Digital Marketing: Effect of Flow and Impulse Buying"},"content":{"rendered":"\n<p><strong>Rahmawati Azizah MT dan Ria Octavia<\/strong><br>Program Studi Manajemen Sekolah Tinggi Ilmu Ekonomi Al-Madani, Bandar Lampung, Indonesia<\/p>\n\n\n\n<p><strong>Abstrak<\/strong> :<\/p>\n\n\n\n<p>This study aims to examine the influence of user belief on flow, willingness to buy on flow, and flow on impulse buying behavior. The subjects of this research include Students\/College Students, Civil Servants, Private Employees, Lecturers\/Teachers, Professionals (accountants, consultants, etc.). The technique used is non-probability sampling , purposive sampling, with a total sample of 300 respondents aged 17 to 45 and are users of the digital application, Shopee, in Indonesia. The research instrument was an online questionnaire and was analyzed using multiple linear regression analysis. The results of this study showed that the dimension of the perceived usefulness of user belief has a positive effect on flow. Willingness to buy has a positive effect on flow and flow has a positive effect on impulse buying. Meanwhile, the ease of use dimension of the user belief variable has no positive effect on flow.<br><\/p>\n\n\n\n<p><strong>Kata Kunci<\/strong>: flow, willingness to buy, user belief, impulse buying behavior.<\/p>\n\n\n\n<p><strong>Link:<\/strong> https:\/\/journal.uny.ac.id\/index.php\/economia\/article\/view\/34977<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rahmawati Azizah MT dan Ria OctaviaProgram Studi Manajemen Sekolah Tinggi Ilmu Ekonomi Al-Madani, Bandar Lampung, Indonesia Abstrak : This study aims to examine the influence of user belief on flow, willingness to buy on flow, and flow on impulse buying behavior. The subjects of this research include Students\/College Students, Civil Servants, Private Employees, Lecturers\/Teachers, Professionals [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[14,23],"tags":[],"class_list":["post-1908","post","type-post","status-publish","format-standard","hentry","category-publikasi","category-publikasi-dosen"],"_links":{"self":[{"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/posts\/1908","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/comments?post=1908"}],"version-history":[{"count":1,"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/posts\/1908\/revisions"}],"predecessor-version":[{"id":1909,"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/posts\/1908\/revisions\/1909"}],"wp:attachment":[{"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/media?parent=1908"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/categories?post=1908"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/almadani.ac.id\/stie\/wp-json\/wp\/v2\/tags?post=1908"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}