An Exploration of Consumer Hidden Insight Towards Impulsive Buying Decision in Online Media Context

Abstract

Impulsive buying is a purchase decision that is not planned, is decided on the spot, and results from stimuli. Regarding impulsive buying, the lack of understanding and interpretation of consumer sentiment will encourage companies to reduce their impulsive buying decisions as much as possible. The contemporary sophistication of technology makes it easier for companies to explore the meaning of consumer sentiment in more depth. One of the technological tools that can be used to study consumer sentiment is social listening. This research utilizes technology in social listening on NVivo software to explore the meaning of consumer sentiment in impulsive online buying. Consumer sentiment resulted from an analysis based on 12.364 posts related to online impulsive buying and flash sales that found out negative sentiment formed. Consumers expressed satisfaction and love toward the flash sale program, but consumers generally feel annoyed with their decision to buy impulsively, relieving their stress afterward. Therefore, this negative sentiment can potentially impact the company if followed with the right marketing strategy.