Abstract
This research aims to determine the effect of using instagram social media and hedonic shopping motives to impulse buying media and to know whether financial literacy is able to moderate the influence of instagram social media use and hedonic shopping motives to impulse buying. This type of research is quantitative research. The population of this research was students of Accounting Economics Education Study Program of Economics Faculty of Universitas Negeri Semarang (UNNES). The research sample was 110 students of class of 2013 which chosen by using purposive sampling technique. The data was analyzed by using descriptive statistic, simple regression analysis, and interaction test (moderation). The result of the research shows that instagram social media usage and hedonic shopping motives have positive and significant effect to students’ impulse buying. The result of regression analysis shows that financial literacy has negative and significant effect on impulse buying. Thus, financial literacy can moderate the influence of instagram social media usage to impulse buying. However, the other regressive result indicates that financial literacy is not able to moderate the influence of hedonic shopping motives on impulse buying.
Highlights
The continuously increasing economic growth causes a wide range of businesses to continue to grow and flourish in Indonesia
Based on the background that has been mentioned above, the purpose of this study is to determine the effect of using instagram social media and hedonic shopping motives in partial way to impulse buying, and to know whether financial literacy is able to moderate the influence of instagram social media use instagram and hedonic shopping motives to impulse buying of the Students of Accounting Education Studies Program of Faculty of Economics, Universitas Negeri Semarang
Financial literacy is not able to moderate the influence of hedonic shopping motives on impulse buying in the students of class of 2013 of Accounting Education Study Program of Faculty of Economics, Universitas Negeri Semarang
Summary
The continuously increasing economic growth causes a wide range of businesses to continue to grow and flourish in Indonesia. The consumers’ desire to consume something in modern life is already experiencing a loss of relationship with actual needs. If people do not have enough strength to control themselves to not always get affected with what is edvertised and promoted by companies. When this happens there will be consumptive behavior in each of them. Tiurma (2009) stated that the existence of consumptive behavior is because society has a materialistic tendency, a great desire to have things without regard to their needs. A research showed that as many as 58% of students have a high lifestyle (Berta, 2016)
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