Consumer Product Congruence, Influencer Product Congruence, and Consumption Impulse to Accelerate Online Impulse Decisions Based on Self-Congruence Theory

Tsaqifah, Nisrina Nur
Marsasi, Endy Gunanto

JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

This study examines online impulse purchasing of Indonesian local perfumes using Self-Congruence Theory. Questionnaire data from 248 purposively selected consumers were analyzed using SEM with AMOS. Consumer–influencer, consumer–product, and influencer–product congruence positively and significantly affect impulse buying tendency, whereas consumption impulse has a significant negative effect. Impulse buying tendency and consumer–influencer congruence positively and significantly affects online impulse purchase decisions. These findings highlight the importance of aligning influencer characteristics, product image, and consumer identity in digital marketing strategies for local perfumes. Keywords: Consumer Product Congruence; Influencer Product Congruence; Consumption Impulse; Online Impulse Decision; Self-Congruence Theory