<![CDATA[The rapid growth of social media and influencer marketing has significantly changed consumer purchasing behavior, particularly in environmentally friendly coffee shops. This study aims to analyze the influence of consumer–influencer congruence, consumer–product congruence, and influencer–product congruence on online impulse buying intentions in eco-friendly coffee shops in Indonesia. This research employed a quantitative approach using an online survey distributed to 200 Generation Z respondents who actively use social media and have purchased eco-friendly coffee shop products after being exposed to influencer promotions. Data were analyzed using Structural Equation Modeling (SEM) to examine the relationship between the variables. The results indicate that consumer–influencer congruence positively influences online impulse buying intentions. Consumer–product congruence was found to be the most dominant factor affecting impulsive buying behavior. These findings demonstrate that the alignment between consumer self-image, influencer characteristics, and product image plays an important role in enhancing the effectiveness of digital marketing strategies in environmentally friendly coffee shops, particularly in attracting Generation Z consumers.]]>
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