THE POWER OF PSYCHOLOGICAL CONGRUENCE IN DRIVING IMPULSE BUYING ON SOCIAL PLATFORMS
DOI:
https://doi.org/10.35794/jmbi.v13i1.67387Abstrak
Studi ini meneliti pengaruh kesesuaian diri—baik kesesuaian konsumen-produk maupun kesesuaian konsumen-influencer—terhadap niat pembelian impulsif online (OIBI), dengan kepercayaan diri konsumen sebagai variabel mediasi. Sebanyak 239 pengguna social commerce Indonesia berpartisipasi dalam survei, dan data dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa kesesuaian konsumen-produk dan kesesuaian influencer-produk secara signifikan memengaruhi OIBI, sedangkan kepercayaan diri konsumen tidak berperan sebagai mediator yang signifikan. Menariknya, kesesuaian konsumen-influencer hanya memengaruhi pembelian impulsif melalui kepercayaan diri, bukan secara langsung. Hasil ini menunjukkan bahwa kesesuaian simbolis dengan influencer dan produk memainkan peran yang lebih kuat dalam pembelian impulsif daripada kepercayaan diri internal.
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