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All Journal Journal of Economics, Entrepreneurship, Management Business and Accounting
Ratna Ambar Mintarsih
Sekolah Tinggi Ilmu Ekonomi YKP, Indonesia
Economics, Econometrics & Finance

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Green Marketing, Online Customer Reviews, and Impulse Buying: The Mediating Role of Perceived Seller Digital Competence Aris Indriyanti; Hening Nakuloadi; Supriyono Supriyono; Oryza Ruly Adhiyani; Ratna Ambar Mintarsih; Muh Adzam
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 4 No 4 (2026): Volume 4, Issue 4, July 2026
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v4i4.1429

Abstract

Purpose –The rapid development of marketplace platforms has increased consumers’ exposure to environmental marketing claims and customer-generated product information, both of which may trigger unplanned purchasing decisions. This study examines the effects of green marketing and online customer reviews on impulse buying, with perceived seller digital competence as a mediating variable among marketplace consumers. Methodology - This study employed a quantitative cross-sectional survey involving 200 Indonesian marketplace consumers who had made at least one unplanned purchase, encountered green marketing content, and read online customer reviews before purchasing. Respondents were selected using purposive sampling. Data were collected through a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling. Finding - Green marketing and online customer reviews have positive and significant effects on impulse buying. Perceived seller digital competence also positively affects impulse buying and mediates the effects of green marketing and online customer reviews. These findings indicate that consumers are more likely to make spontaneous purchases when sellers are perceived as capable of communicating product information clearly, managing customer reviews professionally, and using marketplace features effectively. Originality - This study extends the Stimulus–Organism–Response framework by conceptualizing perceived seller digital competence as a consumer-level cognitive appraisal that links digital marketing stimuli with impulse buying. Unlike actual employee competence, this construct represents consumers’ evaluations of sellers’ digital communication and service capabilities.
Co-Authors Aris Indriyanti Hening Nakuloadi Muh Adzam Oryza Ruly Adhiyani Supriyono Supriyono