Critical Success Factor of Impulsive Buying in Short Video Platform

Short video platforms become one of the marketing tools for a company to attract the buyer's attention to buy their product. However, marketing through short video platforms often leads viewers to impulsive buying behavior. Thus, this research assesses the critical success factor significantly influencing impulsive buying behavior in short video platforms. This research tested several factors to identify their influence on impulsive buying behavior, such as e- WOM, comment, scarcity persuasion, hedonic motive, parasocial interaction, urge to buy impulsively, FOMO, and perceived value. As for the respondents, this research has 256 respondents from the JABODETABEK area using non-probability purposive sampling through Google Forms. Then, the data collected are processed using SEM-PLS in SMART PLS. The result shows that seven hypotheses have a significant impact, and one has an insignificant impact.