THE ROLE OF SELF-CONFIDENCE IN MEDIATING INFLUENCERS, MATERIALISM, AND THE SOCIAL ENVIRONMENT ON ONLINE IMPULSE BUYING IN INDONESIA

Abstract

Impulse buying behavior will open up opportunities for business actors, where business actors have the opportunity to fulfill consumer desires by providing a wide choice of products or services and encouraging consumer impulse purchases. Business actors need to know the determinants of consumer impulse buying. This research aims to determine the determinants of online impulse buying as seen from influencers, materialism, and the social environment with self- confidence as a mediator, so that businessmen can implement appropriate business strategies to encourage consumers impulse buying behavior. The data collection technique used an online survey with the Google Forms survey platform. This data was then distributed via social media such as WhatsApp (personal and group contacts), Instagram, and X (Twitter). The questionnaire in the research was given to the entire population, and they were consumers who shop online. The data analysis used in hypothesis testing was Structural Equation Modeling (SEM) with SmartPLS. This study was successful in determining the effects of materialism, social environment, and self- confidence on online impulse buying, but it was unable to confirm the influence of influencers on online impulse buying. Data from studies revealed that self-confidence could mediate the influence of influencers and the social environment, but it failed to demonstrate the importance of self- confidence in moderating the influence of materialism on online impulse purchases.