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All Journal JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)
Brillyan Rizqi
Universi Trisakti
Decision Sciences, Operations Research & Management

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THE POWER OF PSYCHOLOGICAL CONGRUENCE IN DRIVING IMPULSE BUYING ON SOCIAL PLATFORMS Brillyan Rizqi; Nia`` Kurniawati; Yolanda Masnita; Nisa Andini Faradina
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 13 No 1 (2026): JMBI UNSRAT Volume 12 Nomor 3
Publisher : Magister Manajemen Program Pasca Sarjana Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v13i1.67387

Abstract

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.
Co-Authors Nia`` Kurniawati Nisa Andini Faradina