HOW DIGITAL MARKETING INFLUENCES IMPULSE BUYING TENDENCY

The study examines the impact of digital marketing that includes social media marketing and content marketing on impulse buying tendency and impulse buying. The context of the study was e-commerceindustry in Indonesia and a questionnaire was developed with 208 respondents. The results confirm that social media marketing and content marketing partially do not affect both on impulse buying tendency and impulse buying. The results also reveal that social media marketing and content marketing simultaneously affecting impulse buying tendency. Hence, impulse buying affected by impulse buying tendency. Introduction Along with the increasing number of internet and social media users in Indonesia, e-commerce is also becoming increasingly active in conducting social media marketing and content marketing strategy for customer acquisition. Social media as part of digital marketing is becoming more important in the recent years. Therefore, social media strategy was needed (Erdogmus, 2012). The same study also revealed that in 2011 more than fifty percent of social media users followed the brand on social media in order to maintain its competency because in the fast-moving business world. Thus, Schmitt (2012) argues that information about brands must be relevant to consumers if a brand wants consumers to connect with a brand relevantly. As one of the emerging markets, Indonesia has 54% internet penetration or 143.2 million people throughout the country (APJII, 2017). It also found that 87% of the total internet users actively connected with social media. Hence, Indonesia Internet Service Provider Association or APJII (2016) revealed that 62% of commercial content that is frequently visited by Indonesian internet users dominated by e-commerce industry. The same study also indicated that the three most visited social media in Indonesia were Facebook 71.6 million (54%), Instagram 19.9 million (15%) and Youtube 14.5 million (11%). With this internet growth, there are five most visited e-commerce platforms in Indonesia. They areTokopedia, Bukalapak, Shopee, Lazada, and OLX(ecomerceiq.asia, 2018). Therefore, the context of the study is how digital marketing that includes social media marketing and content marketing influences impulse buying tendency and impulse buying. Whilst offline marketing are more encouraging than online impulse buying (Andac, 2016), impulse buying behaviour are the best predictor to actual impulse buying compared with impulse buying tendency (Jones, 2003). However, impulse buying tendency or impulsive shopping tendency has been conceptualized as the nature of each individual (Dholakia, 2000). Therefore, further study needs to be conducted to have a better understanding on the subject and this study is to respond the gap from previous research. Objectives This study investigates on the influences of digital marketing to impulse buying tendency and impulse buying in the e-commerce industry. [Laksamana* et al., 6(8): August, 2019] ISSN: 2349-5197 Impact Factor: 3.765 INTERNATIONAL JOURNAL OF RESEARCH SCIENCE & MANAGEMENT http: // www.ijrsm. com © International Journal of Research Science & Management [2] Literature Review