Determinants of impulse buying of Tokopedia mobile application users: Does brand image mediate it?

Abstract

Impulse buying is a consumer behavior characterized by making purchases suddenly without extensive consideration in decision-making. This study aims to examine the factors influencing impulse buying, with brand image serving as a mediating variable. The factors tested include paylater, flash sales, e-commerce diversity, and the urge to buy. The research methodology employed is quantitative, utilizing the Structural Equation Modeling (SEM) approach. Data processing was conducted using Smart-PLS to test and estimate the models. The results indicate that the use of paylater significantly influences impulse buying behavior (ß = 0.327, p < 0.000), flash sales (ß = 0.241, p < 0.000), and urge to buy (ß = 0.191, p < 0.000), and has a positive and significant effect on brand image. Flash sales (ß = 0.169, p < 0.000), paylater (ß = 0.169, p < 0.000), urge to buy (ß = 0.185, p < 0.000), and brand image (ß = 0.149, p < 0.000) positively and significantly affect impulse buying. The study also shows that brand image mediates the influence of paylater (ß = 0.049, p < 0.003), flash sales (ß = 0.036, p < 0.013), and urge to buy (ß = 0.028, p < 0.011) on impulse buying positively and significantly.