Determinants Of Impulse Buying On Tokopedia Mobile Application An Integrated Model Of Paylater, Flash Sales, E-Commerce Diversity, Urge To Buy, Brand Image, And Celebrity Endorsement

Abstract

This study investigates the determinant factors influencing impulse buying behavior among Tokopedia mobile application users. We examine the impact of Paylater service usage, Flash Sale programs, and E-commerce Diversity, alongside the Urge to Buy, with Brand Image acting as an intervening variable and Celebrity Endorsement as a moderator. Employing a quantitative survey approach, data was collected from active Master's students at a private university in South Jakarta and analyzed using Structural Equation Modeling (SEM). The findings reveal that Paylater usage, Flash Sale programs, E-commerce Diversity, and the Urge to Buy all have a positive and significant effect on impulse buying. These four variables also positively influence Tokopedia's Brand Image. Crucially, Brand Image is confirmed as a significant intervening variable, mediating the effects of Paylater, Flash Sale, E-commerce Diversity, and the Urge to Buy on impulse buying. Celebrity Endorsement directly and positively impacts both Brand Image and impulse buying, and it strengthens the relationship between Paylater and E-commerce Diversity with impulse buying. However, it does not significantly strengthen the relationship between the Urge to Buy and impulse buying, nor between Brand Image and impulse buying. Theoretically, this study supports and expands the Stimulus-Organism-Response (SOR) theory, demonstrating how external stimuli and internal perceptions drive impulse buying. Practically, it offers strategic recommendations for Tokopedia: optimizing Paylater and Flash Sale features, strengthening Brand Image through diverse products and positive experiences, and leveraging Celebrity Endorsement selectively. A behavior-based segmentation approach is also advised for targeted marketing in the competitive digital market.