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

Meisa Reresimi (), Ngadino Surip Diposumarto (), Yuary Farradia (), Agus Setyo Pranowo () and Didik Notosudjono ()

International Journal of Innovative Research and Scientific Studies, 2025, vol. 8, issue 5, 343-352

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.

Keywords: Brand image; Flash sale; Impulse buying; Paylater; Urge to buy. (search for similar items in EconPapers)
Date: 2025
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