THE POWER OF PSYCHOLOGICAL CONGRUENCE IN DRIVING IMPULSE BUYING ON SOCIAL PLATFORMS
DOI:
https://doi.org/10.35794/jmbi.v13i1.67387Abstract
This study examined the influence of self-congruence—both consumer–product and consumer–influencer congruence—on online impulse buying intention (OIBI), with consumer confidence as a mediating variable. A total of 239 Indonesian social commerce users participated in the survey, and the data were analyzed using PLS-SEM. The findings showed that both consumer–product and influencer–product congruence significantly affected OIBI, while consumer confidence did not act as a significant mediator. Interestingly, consumer–influencer congruence only influenced impulse buying through confidence, not directly. These results suggested that symbolic fit with influencers and products played a stronger role in impulsive buying than internal confidence.
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