p-ISSN: 2723-6609 e-ISSN: 2745-5254
Vol. 5, No. 10 October 2024 http://jist.publikasiindonesia.id/
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4089
The Influence of Social Interaction, Digital Celebrities
Relationship, and Sale Proneness to Online Impulse Buying in
Social Commerce
Ismeralda Putri Hasiani
1*
, Triana Rahajeng Hadiprawoto
2
Universitas Indonesia, Depok, Indonesia
Email: aldahasiani@gmail.com
1*
*Correspondence
ABSTRACT
Keywords:
Social interaction; Impulse
buying; Parasocial
relationship; Sale proneness;
Social commerce
This research examines factors influencing consumers' impulse
buying behavior in social commerce. This study adopts a
quantitative approach. The research was conducted in Indonesia.
The research population is TikTok app users who frequently use
the TikTok Shop feature. This study reports the responses of 303
respondents using non-probability and purposive sampling
techniques. Data were primarily gathered through self-reported
online questionnaires. Partial Least Square (PLS) was then used
to test the hypothesized relationships. This study's results indicate
that social interactions, parasocial relationships with digital
celebrities, and sale proneness are proven to influence the urge to
buy impulsively, resulting in impulse buying behavior. Our study
highlights the importance of online social interaction, parasocial
relationships with digital celebrities, and sale proneness in
influencing the urge to buy impulsively, resulting in impulse
buying behavior. To our knowledge, this study is the first to find
what caused impulse buying in social commerce in Indonesia.
Almost no previous research has examined sale proneness as a
moderating role, especially in developing countries. Social
commerce must focus on creating a conducive buying and selling
environment in social commerce, creating healthy price
competition with conventional business actors and MSMEs,
limiting and preventing market monopoly, and limiting or even
prohibiting the sale of cheap products originating from China.
Introduction
In today's era, one of the social media application platforms widely used by people
worldwide is TikTok. TikTok is a social media application used to create, share, and
watch short videos. It was developed by ByteDance, a technology company from China
(Herman, 2019). TikTok was first launched in 2016. The user growth rate of TikTok has
rapidly increased over time. According to Business of Apps (2022) data, as of Q3 2022,
TikTok has reached 1.534 billion monthly active users worldwide. TikTok is also very
popular in Indonesia and a widely used social media application. According to data from
We Are Social, Indonesia ranked second with 99.1 million active TikTok users (Rizaty,
2022). TikTok users in Indonesia spend an average of 23.1 hours monthly on the platform.
Ismeralda Putri Hasiani, Triana Rahajeng Hadiprawoto
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4090
Starting from an entertainment-based platform where users can consume content
based on their interests, now TikTok has more features and uses (investopedia.com,
2023). It is simple; users need to log in and watch videos. They also can interact by liking,
commenting, and sharing the video. Users can swipe up if they dislike the video, and the
following will appear. This application is ideal for people needing quick entertainment
because the average video duration is short. The five types of content most TikTok users
favor are comedy, education, fashion and beauty, talent, and food (Elmira, 2020).
Additionally, TikTok has become a platform for promoting various products
(investopedia.com, 2023). Creators recommend and endorse products on their feeds, then
direct viewers to purchase them on marketplaces or e-commerce platforms.
Seeing this phenomenon, in 2021, TikTok launched a new feature called TikTok
Shop (techinasia.com, 2021). TikTok Shop is a social commerce feature that allows users
and content creators to promote and sell products through the TikTok app. The
functionality of this new shopping feature was introduced on TikTok in response to the
increased sales of various products after they were promoted through the social media
platform. TikTok Shop has long been awaited as a social commerce feature, bringing in-
app shopping and simplified product discovery into the platform. This enables users to
shop on TikTok without leaving the app or switching to other marketplaces and e-
commerce platforms. According to an Adweek-Morning Consult survey in May 2021,
15% of adults and 36% of Gen Z have made purchases on TikTok. The survey also found
that 49% of TikTok users are inclined to purchase products or services after seeing ads,
promotions, or reviews on TikTok (Pflughoeft, 2021). This finding aligns with the
findings from Zafar et al. (2021), who mentioned that businesses integrate social media
to influence users' impulsive purchase behavior.
Impulse buying is unplanned shopping triggered by situational marketing and
social cues in the online environment (Zafar et al., 2021); Chan et al., (2017). Research
conducted by Chen et al. (2016); Zafar et al., (2020) suggests that social media has several
interactive stimulators that can potentially influence impulsive purchases. According to a
study conducted by Zafar et al. (2020), one of the factors that can influence impulsive
buying is the parasocial relationship with digital celebrities, also known as social media
influencers. This highlights the importance of digital celebrity relationships for
businesses in triggering impulsive behavior.
Another study conducted by Xu et al. (2020) suggests that online social
interactions are also a crucial element that can lead someone to make impulsive
purchases. Xu et al. (2020) also found that source credibility, observational learning, and
review quality are essential antecedents of the perceived usefulness of an online review.
Furthermore, source credibility, observational learning, and perceived usefulness
positively influence positive affect, which subsequently leads to the urge to buy and
ultimately results in someone making an impulsive purchase (Xu et al., 2020).
Research conducted by Muratore (2016) found another factor that can influence
consumers' tendency for impulsive buying: sale proneness. Sale proneness is an increased
inclination to respond to sales offers through discounts, where the offered price positively
The Influence of Social Interaction, Digital Celebrities Relationship, and Sale Proneness to
Online Impulse Buying in Social Commerce
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4091
affects purchase evaluations (Jacinda, 2019; Lichtenstein et al., 1993). The results of the
study by Jacinda also support the research conducted by Muratore (2016), indicating that
sale proneness and impulsive buying have a significant and positive relationship.
In this research, we adopt the Stimulus-Organism-Response framework (SOR) to
investigate the possible impact of digital influencers, online social interaction, and
TikTok’s user interface as a stimulus on consumers’ impulse buying behavior.
Additionally, this study examines the role of perceived usefulness, positive affect, and
parasocial relationship as organism or cognitive or affective states that influence the urge
to buy impulsively, resulting in response to impulse buying behavior. Sale proneness is
also being examined as a moderating variable between the urge to buy impulsively and
impulse buying behavior.
Methods
This research type is explanatory, which aims to explain the causal relationship
between variables through hypothesis testing (Sugiyono, 2015). This study uses a
quantitative approach. The research was conducted in Indonesia. The research
populations are TikTok app users. The sample used in this study was taken using a non-
probability sampling approach and a purposive sampling technique based on specific
criteria. The sample criteria set in this study are TikTok app users who frequently use the
TikTok Shop feature and are above 18 years old. To determine the sample size in this
study, the approach proposed by Hair et al. (2014) was used, which is the number of
statements/items multiplied by 5.
The number of statement items in this study is 55 statements multiplied by 5, with
the minimum number of samples in this study being 275. The number of data analyzed
was 303. Data is obtained by distributing online questionnaires via Google Forms using
a six-point Likert scale (from 1 = strongly disagree to 6 = strongly agree). The data
analysis technique uses Partial Least Square (PLS). Model evaluation in PLS analysis is
carried out in the measurement model (outer model) and the structural model (inner
model). The former is a measurement model that shows the relationship between variables
and their indicators. The latter indicates hidden or latent variables between exogenous
and endogenous variables (Hair Jr. J. E, 2021). The measurement in this study can be seen
in Table 1.
Table 1.
Measurement tools
Variable
Items
Adapted Sources
Review Quality
1. The reviews on the TikTok Shop platform
are complete
2. The reviews on the TikTok Shop platform
are accurate
3. The reviews on the TikTok Shop platform
are credible
4. The reviews on the TikTok Shop platform
by other users on TikTok Shop are
objective (according to the truth)
Xu et al. (2020).
Park et al. (2007)
Ismeralda Putri Hasiani, Triana Rahajeng Hadiprawoto
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4092
Source
Credibility
1. People who left reviews on TikTok Shop
are knowledgeable in evaluating quality of
products
2. People who left reviews on TikTok Shop
are experts in evaluating the quality of
products
3. People who left reviews on TikTok Shop
are trustworthy
4. People who left reviews on the TikTok
Shop website are reliable
Xu et al. (2020),
Cheung et al. (2009)
Observational
Learning
1. It is easy for me to observe that many
people purchase products on TikTok Shop
2. I observe that the sales volumes of
products on TikTok Shop are high
3. I observed whether people on TikTok Shop
were buying the products I saw
4. I usually read other people's reviews and
comments about a product on TikTok Shop
Xu et al. (2020),
Zhang et al. (2014)
Website Ease
of Use
1. I think the navigation to get product
information in TikTok Shop is simple
2. For me, getting product information on
the TikTok Shop is easy
3. In TikTok Shop, relevant information is
presented in a prominent and easy-to-find
manner
4. TikTok provides clear and concise
navigation menus and icons that are easy to
understand
Xu et al. (2020), Liu
et al. (2013)
Similarity
1. I feel that my favorite digital celebrities or
those I follow on TikTok share similar
values with me
2. I feel that my favorite digital celebrities or
those I follow on TikTok have similar
interests
3. I feel like my favorite digital celebrities, or
the ones I follow on TikTok, have similar
preferences to me
4. I feel like my favorite digital celebrities, or
the ones I follow on TikTok, use products
for the same reasons
Xiang et al., (2016)
Expertise
1. I feel that my favorite digital celebrities, or
the ones I follow on TikTok, are
knowledgeable about the products and
brands they promote
2. I feel that my favorite digital celebrities or
those I follow on TikTok are experts in
their fields and also experts on the products
and brands they promote
3. I feel that my favorite digital celebrities or
those I follow on TikTok are experienced
in choosing the products and brands they
promote
Xiang et al. (2016)
The Influence of Social Interaction, Digital Celebrities Relationship, and Sale Proneness to
Online Impulse Buying in Social Commerce
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4093
4. I feel that my favorite digital celebrities or
the ones I follow on TikTok have more
knowledge and information about the
promoted products and brands compared to
other people
Likeability
1. I find my favorite digital celebrities or the
ones I follow on TikTok fun and likable
2. I feel like my favorite digital celebrities or
the ones I follow on TikTok are good
people
3. I feel like my favorite digital celebrities or
the ones I follow on TikTok are popular
4. I feel excited to see content created by my
favorite digital celebrities or those I follow
on TikTok
Xiang et al. (2016)
Perceived
Usefulness
1. Using the TikTok Shop app can improve
my performance in shopping
2. Using the TikTok Shop app can increase
my productivity in shopping
3. Using the TikTok Shop app can increase
my effectiveness in shopping
4. Using the TikTok Shop app can increase
my knowledge about the benefits of a
product.
Xu et al. (2020),
Parboteeah et al.
(2009)
Positive Affect
1. When shopping at TikTok Shop, I feel
excited
2. While shopping at TikTok Shop, I felt
enthusiastic
3. While shopping at TikTok Shop, I felt
inspired
4. When I shop at TikTok Shop, I feel happy
Xu et al. (2020),
Floh
dan Madlberger
(2013)
Parasocial
Relationship
1. I feel close enough to use the posts of my
favorite digital celebrities as a reference
when I want to find recommendations or
buy a product
2. I feel comfortable with the messages
delivered by the digital celebrities I follow
on their TikTok accounts
3. I can rely on the information I get from my
favorite digital celebrities
4. I feel fascinated by my favorite digital
celebrities on social media, especially
TikTok
5. I feel that the accounts of my favorite
celebrities or those I follow are helpful for
my interests or likes (in specific categories
such as beauty, etc)
Zafar et al. (2020)
Urge to Buy
Impulsively
1. I have the desire to purchase items that are
both in line with and out of my shopping
intention at TikTok Shop
Xu et al. (2020),
Parboteeah et al.
(2009)
Ismeralda Putri Hasiani, Triana Rahajeng Hadiprawoto
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4094
2. I have the urge to buy items that do not
align with my shopping intentions at
TikTok Shop
3. I incline to purchase items outside my
shopping goals on TikTok Shop
4. I tend to buy things I have no desire to buy
when I scroll through TikTok Shop
Sale Proneness
1. A discount from TikTok Shop on a product
can be one of the reasons for me to buy it
2. When I buy a product with a discount from
TikTok Shop, I feel like I am getting a
good deal
3. I have my favorite products, but I usually
buy them when there is a discount from
TikTok Shop
4. Others should try to buy items that are on
sale from TikTok Shop
5. I am more likely to buy items that have a
discount from TikTok Shop
Jacinda (2019),
Lichtenstein et al.
(1993)
Impulse
Buying
Behavior
1. The purchases I make at TikTok Shop
sometimes happen spontaneously
2. The purchases I make at TikTok Shop
sometimes happen unplanned
3. I do not intend to purchase before viewing
the content posts of digital celebrities on
TikTok Shop
4. Before opening TikTok, I had no intention
of making a purchase
5. I cannot resist purchasing TikTok Shop
Zafar et al. (2020)
Results and Discussion
In examining the first-order outer model, which investigated the variables and
dimensions constituting impulse buying, it was observed that the outer loadings exceeded
0.5, suggesting that no adjustments to the model were necessary. The evaluation of
construct reliability relied on Cronbach's Alpha values (>0.6), Composite Reliability
values (>0.7), and AVE values (>0.5) for each variable. The findings presented in Table
3 demonstrate the reliability of each variable and dimension. Subsequent analysis
indicates that the second-order variable, impulse buying, satisfies the criteria. Both
Cronbach's Alpha and Composite Reliability values meet the stipulated standards,
affirming the reliability of all constructs. Additionally, AVE values surpassing 0.5
indicate the reliability of the correlation between indicators and the underlying variable
or dimension.
Table 2.
Validity and reliability of variables
Variable
Indicators
Outer
Loading
AVE
Cronbach's
Alpha
Composite
Reliability
Expertise
EX1
0.841
0,717
0,858
0.910
EX2
0.876
The Influence of Social Interaction, Digital Celebrities Relationship, and Sale Proneness to
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Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4095
EX3
0.878
EX4
0.789
Impulse Buying
Behavior
IB1
0.848
0,624
0,849
0.892
IB2
0.884
IB3
0.761
IB4
0.669
IB5
0.769
Likeability
LI1
0.848
0,676
0,840
0.893
LI2
0.786
LI3
0.836
LI4
0.818
Observational
Learning
OL1
0.761
0,581
0,756
0.846
OL2
0.812
OL3
0.825
OL4
0.636
Positive Affect
PA1
0.918
0,764
0,896
0.928
PA2
0.918
PA3
0.811
PA4
0.844
PSR1
0.835
Parasocial
Relationship
PSR2
0.848
0,695
0,855
0.919
PSR3
0.843
PSR4
0.831
PSR5
0.810
Perceived
Usefulness
PU1
0.917
0,706
0,834
0.904
PU2
0.904
PU3
0.847
PU4
0.670
Review Quality
RQ1
0.814
0,667
0,904
0,889
RQ2
0.836
RQ3
0.827
RQ4
0.789
Source
Credibility
SC1
0.879
0,775
0,856
0,932
SC2
0.865
SC3
0.900
SC4
0.879
Similarity
SI1
0.821
0,699
0,862
0,903
SI2
0.858
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Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4096
SI3
0.873
SI4
0.790
Sale Proneness
SP1
0.836
0,862
SP2
0.804
SP3
0.733
0,644
0,900
SP4
0.803
SP5
0.832
Urge to Buy
Impulsively
UBI1
0.765
0,728
0,874
0,914
UBI2
0.899
UBI3
0.890
UBI4
0.852
Website Ease of
Use
WE1
0.837
0,708
0,863
0,907
WE2
0.867
WE3
0.839
WE4
0.822
According to the results presented in Table 5, three direct links between
independent and dependent variables do not demonstrate statistical significance. These
include the relationship between review quality and positive affect, where the p-value is
0.498 (>0.05), and the correlation between confidence source credibility and positive
affect, indicating a p-value of 0.273 (>0.05). Furthermore, the associations between
website ease of use and positive affect, with a p-value of 0.712 (>0.05), were also
identified as not statistically significant.
Table 3.
Summary of causal relationship analysis
Hypothesis
Path Coefficient
t-value
p-value
Result
H1a: RQ -> PU
0.355
4.286
0.000
Accepted
H1b: SC -> PU
0.224
2.810
0.005
Accepted
H1c: OL -> PU
0.220
3.334
0.001
Accepted
H2a: RQ -> PA
-0.039
0.678
0.498
Rejected
H2b: SC -> PA
0.069
1.095
0.273
Rejected
H2c: OL -> PA
0.111
2.072
0.038
Accepted
H3: WE -> PA
0.026
0.370
0.712
Rejected
H4a: SI -> PSR
0.471
8.075
0.000
Accepted
H4b: EX -> PSR
0.200
3.351
0.001
Accepted
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Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4097
Hypothesis
Path Coefficient
t-value
p-value
Result
H4c: LI -> PSR
0.242
4.538
0.000
Accepted
H5: PU -> PA
0.567
10.153
0.000
Accepted
H6: PSR -> PA
0.235
4.091
0.000
Accepted
H7: PA -> UBI
0.362
4.737
0.000
Accepted
H8: PSR -> UBI
0.163
2.025
0.043
Accepted
H9: UBI -> IB
0.745
21.848
0.000
Accepted
H10: SP -> IB
0.084
2.120
0.034
Accepted
SP x UBI -> IB
0.078
2.207
0.027
Accepted
From the results of testing H1a, as shown in Table 3, it can be observed that
Review Quality significantly positively influences the Perceived Usefulness of using
TikTok Shop in the overall sample (n=303). This is evident from the β value of 0.355
(positive sign / has a direct effect), the t-statistic of 4.286 (>1.960), and the p-value of
0.000 (≤0.05). It also can be determined that H1b, Source Credibility, significantly
positively influences the Perceived Usefulness of using TikTok Shop in the overall
sample (n=303). This is evident from the β value of 0.224 (positive sign / has a direct
effect), the t-statistic of 2.810 (>1.960), and the p-value of 0.005 (≤0.05). H1c declared
that observational learning significantly positively influenced the perceived Use
of TikTok Shop in the overall sample (n=303). This is evident from the β value of 0.220
(positive sign / has a direct effect), the t-statistic of 3.334 (>1.960), and the p-value of
0.001 (≤0.05).
From the results of testing H2a, as shown in Table 3, it can be observed that
Review Quality is insignificant in influencing the Positive effect of using TikTok Shop
in the overall sample (n=303). This is evident from the β value of -0.039 (negative sign /
has an opposite effect), the t-statistic of 0.678 (<1.960), and the p-value of 0.498 (≥0.05).
For H2b, it was also declared that source credibility is insignificant in influencing the
positive effect of using TikTok Shop in the overall sample (n=303). This is evident from
the β value of 0.069 (positive sign / has a direct effect), the t-statistic of 1.095 (<1.960),
and the p-value of 0.273 (≥0.05). However, It can be observed that Observational
Learning is significant in influencing the Positive effect of using TikTok Shop in the
overall sample (n=303). This is evident from the β value of 0.111 (positive sign / has a
direct effect), the t-statistic of 2.072 (>1.960), and the p-value of 0.038 (≤0.05).
H3 declared that website ease of use does not significantly influence the positive
effect of using TikTok Shop in the overall sample (n=303). This is evident from the β
value of 0.026 (positive sign / has a direct effect), the t-statistic of 0.370 (<1.960), and
the p-value of 0.712 (≥0.05).
Ismeralda Putri Hasiani, Triana Rahajeng Hadiprawoto
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4098
From the results of testing H4a according to Table 3, it can be seen that similarity
significantly influences parasocial relationships with digital celebrities using TikTok
Shop in the overall sample (n=303). This is evident from the β value of 0.471 (positive
sign / has a direct effect), the t-statistic of 8.075 (<1.960), and the p-value of 0.000
(≤0.05). For H4b, it also declared that expertise significantly influences the parasocial
relationship with digital celebrities in using TikTok Shop in the overall sample (n=303).
This is evident from the β value of 0.200 (positive sign / has a direct effect), the t-statistic
of 3.351 (<1.960), and the p-value of 0.001 (≤0.05). The result for H4c also declared that
likeability significantly influences the parasocial relationship with digital celebrities in
the use of TikTok Shop in the overall sample (n=303). This is evident from the β value
of 0.242 (positive sign / has a direct effect), the t-statistic of 4.538 (<1.960), and the p-
value of 0.000 (≤0.05).
Based on the findings of the H5 analysis as presented in 3, it is evident that
perceived usefulness significantly impacts the positive effect associated with using
TikTok Shop in the entire sample (n=303). This is underscored by the β value of 0.567
(indicating a positive and direct effect), a t-statistic of 10.153 (exceeding 1.960, indicating
statistical significance), and a p-value of 0.000 (falling below 0.05, demonstrating
significance). H6 also declared that it is evident that parasocial relationships with digital
celebrities significantly influence the positive effects associated with the use of TikTok
Shop in the entire sample (n=303). This is apparent from the β value of 0.235 (indicating
a positive and direct effect), a t-statistic of 4.091 (exceeding 1.960, indicating statistical
significance), and a p-value of 0.000 (falling below 0.05, demonstrating significance).
From the results of the H7 testing, as shown in Table 3, it can be observed that
positive affect significantly influences the urge to buy impulsively in using TikTok Shop
in the overall sample (n=303). This is apparent from the β value of 0.362 (indicating a
positive and direct effect), a t-statistic of 4.737 (exceeding 1.960, indicating statistical
significance), and a p-value of 0.000 (falling below 0.05, demonstrating significance).
For H8, it can also be observed that parasocial relationships with digital celebrities
significantly influence the urge to buy impulsively through TikTok Shop in the overall
sample (n=303). This is apparent from the β value of 0.163 (indicating a positive and
direct effect), a t-statistic of 2.025 (exceeding 1.960, indicating statistical significance),
and a p-value of 0.043 (falling below 0.05, demonstrating significance). In the H9 test
processing, according to Table 3, it can be observed that the urge to buy impulsively
significantly influences impulse buying behavior in the use of TikTok Shop in the overall
sample (n=303). This is evident from the β value of 0.745 (positive / has a direct effect),
a t-statistic of 21.848 (>1.960), and a p-value of 0.000 (≤0.05).
In this research, an extra examination was carried out to explore the impact of Sale
proneness on the connections between the urge to buy impulsively and impulse buying
behavior. The test outcomes, as presented in Table 5, reveal an association in which sale
proneness serves as a mediator. This relationship was statistically significant, as indicated
by a p-value of 0.027 (<0.05).
The Influence of Social Interaction, Digital Celebrities Relationship, and Sale Proneness to
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Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4099
Conclusion
Based on the analysis, this research explores the stimuli and organisms driving
impulse buying behavior on TikTok Shop by adapting the models of Xu et al. and Xiang
et al., focusing on social interactions and parasocial relationships. This study further
modifies the model by adding sale proneness as a moderator between the urge to buy
impulsively and impulse buying behavior, based on Mandolfo et al. research. Key
findings reveal that review quality, source credibility, and observational learning
positively impact perceived usefulness, while observational learning enhances positive
affect. Parasocial relationships, influenced by factors like similarity and expertise,
directly boost the urge to buy impulsively, which drives impulse buying behavior. Sale
proneness moderates this relationship, reducing the impact of impulse buying. Variations
in findings, particularly regarding source credibility and website ease of use on positive
affect, may stem from differences in platforms studied, as previous studies focused on
group shopping platforms, whereas this research examines TikTok Shop users.
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