Analysis of The Influence of Instagram Social Media Use on User's Consumptive Behavior

Online shopping has become one of the most used shopping methods in this era. Everything someone wants to buy is just a few taps away from their smartphone. To make it easier, today’s online shopping has also found its way into social media applications and platforms. Almost every citizen who has a social media account can now shop online more easily and quickly, with Instagram being one of the most widely used social media for shopping purposes for the people of Indonesia. By employing purposive sampling method, the data collection involves 150 respondents who are Indonesian and must have experience using Instagram to make purchases. The data collected was analyzed using SmartPLS and the finding reveals that Instagram use, perceived usefulness, perceived price, and shopping enjoyment are the important determinant impulsive buying behavior. This study found that consumers are inclined to do impulse buying when the shopping environment is enjoyable, affordable price, and when the product seems useful to them.