THE EFFECT OF SOCIAL MEDIA ON IMPULSE BUYING BEHAVIOR DURING THE COVID 19 PANDEMIC

In the Covid-19 pandemic process, absence of a "new normal" has also reflected on purchasing behavior consumers, encouraging impulse instead rationally and consistently choosing best. parallel with this change in behavior, purpose study is to determine effect social media behaviors during process. For purpose, applied an online questionnaire 518 people by using snowball sampling method, which one non-random methods. Apart from demographic variables, used three sub-dimensions, namely media, impact source, platform activities, as well “Social Media Impact Scale” consisting eleven questions “Impulse Purchase nine questions. The analyzed data obtained survey structural equation model, determined that source activities significantly affect effect. additionally observed affects purchases consumers.