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All Journal JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Ultima Management : Jurnal Ilmu Manajemen Journal of Business and Applied Management Business Management Journal Program Studi Manajemen Dinasti International Journal of Digital Business Management Jurnal Bisnis dan Kewirausahaan (Journal of Business and Entrepreneurship) Journal of Management - Small and Medium Enterprises (SME's) Milestone: Journal of Strategic Management Proceeding of International Conference on Entrepreneurship (IConEnt)
Ali Wardhana
Bunda Mulia University
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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INFLUENCE OF ATTITUDINAL LOYALTY ON ONLINE IMPULSE BUYING WITH SELF-CONTROL AS A MODERATING VARIABLE Ali Wardhana; Nicholas Marcelino
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 1 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v19i1.24236

Abstract

This study aims to analyze the effect of attitudinal loyalty on online impulsive buying, with self-control acting as a moderating variable. A quantitative approach was employed by collecting data from 85 respondents who had shopped through e-commerce platforms in Indonesia. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach to test the proposed hypotheses. The results indicate that attitudinal loyalty has a significant effect on impulsive buying behavior, suggesting that stronger emotional attachment and favorable attitudes toward an online platform may increase spontaneous purchasing tendencies. Furthermore, self-control significantly moderates the relationship between attitudinal loyalty and impulsive buying with negative direction, meaning that individuals with higher self-control are less likely to engage in impulsive purchases even when they exhibit strong loyalty. Interestingly, among the dimensions of the online shopping experience, only ease of navigation and trust significantly influence attitudinal loyalty. This finding suggests that functional efficiency and perceived security play a more crucial role in building consumer loyalty than purely hedonic factors such as enjoyment. Overall, the study highlights the importance of platform usability and trust-building strategies while also emphasizing the role of individual psychological traits in shaping impulsive buying behavior. Keywords: Attitudinal Loyalty; Impulsive Buying; Self-Control; E-Commerce; Online Shopping Experience
Co-Authors Agung Stefanus Kembau Anjelika Natasyah Arief Perdana Kumaat Christian Aprilio Nicholas Marcelino Pramana, Vina Sulisto, Cynthia Sunara, Tristano Aviel Thioanda, Nataya Niken Wijaya, Pang Kie