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All Journal Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi (JEBIMAN)
Dita Refieta
Program Studi Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Udayana
Economics, Econometrics & Finance

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PENGEMBANGAN MODEL PERILAKU IMPULSE BUYING PADA E-COMMERCE BERBASIS INFLUENCER CREDIBILITY, UGC QUALITY, DAN PRODUCT ATTRACTIVENESS Ni Putu Meita Krisdayanti; Dita Refieta; Zahra Syakhira Iswan; Erwin Andriano Sianturi; Ni Nyoman Kerti Yasa; Putu Yudi Setiawan
JEBIMAN : Jurnal Ekonomi, Bisnis, Managemen dan Akuntansi Vol. 4 No. 5 (2026): JEBIMAN (Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi)
Publisher : CV. ADIBA AISHA AMIRA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22655435

Abstract

Social media and live-streaming commerce have created a more interactive shopping environment in which consumers can access information, assess products, and make purchase decisions rapidly. Such an environment may encourage unplanned purchases because consumers are continuously exposed to persuasive cues, including influencer credibility, the quality of user-generated content (UGC), and product attractiveness. Although these factors have been widely discussed, previous research has tended to examine them independently, leaving their combined role in shaping impulse buying insufficiently understood. This study develops a conceptual model linking Influencer Credibility, UGC Quality, and Product Attractiveness to Impulse Buying Behavior, with Urge to Buy Impulsively serving as a mediating variable. A descriptive qualitative literature review was conducted by synthesizing four reputable international journal articles addressing impulse buying in digital marketing and live-streaming commerce. The synthesis suggests that the three factors act as external stimuli capable of activating consumers’ psychological urge to purchase spontaneously. Drawing on the Stimulus–Organism–Response (S-O-R) Theory and the Elaboration Likelihood Model (ELM), the proposed framework clarifies the process through which marketing stimuli lead to impulse buying behavior. The model also offers theoretical insights and practical considerations for the development of digital marketing strategies.
Co-Authors Erwin Andriano Sianturi Ni Nyoman Kerti Yasa Ni Putu Meita Krisdayanti Putu Yudi Setiawan Zahra Syakhira Iswan