연구 논문

Human Crowd Influence Toward Impulsive Buying Decision




The level of curiosity of the people in Jakarta towards new products looks quite high, especially in low involvement products, such as food and soft drinks. The interest of the people of Jakarta to try new products raise a phenomenon that is quite unique, namely; Crowd Phenomenon. This study aims to examine whether artificial crowds that being formed by human crowds can stimulate organic crowd more than the artificial crowd itself. This study also aims to determine whether artificial crowd can encourage impulsive purchases. This research is a quasi-experimental study with one treatment. Data was collected by distributing questionnaires to the same respondents before and after treatment applied to them. The treatment applied was in the form of artificial crowd. Then the collected data is processed using descriptive analysis to find the mode values for each question. The respondents were selected using Purposive Sampling Technique. Experiment testing resulted that human crowd


Ⅰ. Introduction
Ⅱ. Literature Review
2.1. Herd Behavior
2.2. Crowd
2.3. Impulse Buying
2.4. Hypothesis Development
Ⅲ. Research Methodology
Ⅳ. Result and Discussion
Ⅴ. Conclusion
Ⅵ. Implication


  • Ina Melati Indartoyo Global Business Marketing, BINUS Business School, BINUS University
  • Teddy Indira Budiwan Global Business Marketing, BINUS Business School, BINUS University


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