Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji peran consumer influencer congruence, consumer product congruence, dan influencer product congruence terhadap impulsive buying pada pengguna TikTok, dengan wishful identification sebagai variabel pemoderasi. Objek penelitian ini adalah pengguna aktif TikTok di Kota Banda Aceh yang berjumlah sebanyak 180 orang. Dalam riset ini seluruh populasi dijadikan responden karena jumlah populasi yang relative sedikit. Data dikumpulkan dengan cara penyebaran kuesioner secara langsung kepada seluruh responden. Data dianalisis menggunakan peralatan statistik SEM PLS. Hasil penelitian membuktikan bahwa consumer influencer congruence, consumer product congruence, dan influencer product congruence berpengaruh signifikan terhadap impulsive buying. Selain itu, wishful identification terbukti memoderasi pengaruh ketiga variabel tersebut terhadap impulsive buying. Temuan ini menjelaskan bahwa model peningkatan impulsive buying pada pengguna TikTok adalah fungsi dari kesesuaian antara konsumen, produk, dan influencer, serta diperkuat oleh keinginan pengguna untuk meniru gaya hidup influencer. Oleh karena itu, strategi pemasaran digital yang efektif di platform TikTok memerlukan pemahaman mendalam tentang keselarasan antara influencer, produk, dan konsumen, serta memperhatikan aspirasi identifikasi diri konsumen terhadap influencer.

Keyword: Consumer Influencer Congruence, Consumer Product Congruence, Influencer Product Congruence, Wishful Identification, Impulsive Buying.

This research aims to examine the effects of consumer influencer congruence, consumer product congruence, and influencer product congruence on impulsive buying behavior among TikTok users, with wishful identification serving as a moderating variable. The study population consists of 180 active TikTok users in Banda Aceh. All members of the population were included as respondents due to the relatively small sample size. Data were collected using questionnaires distributed directly to all respondents. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrate that consumer influencer congruence, consumer product congruence, and influencer product congruence each have a significant and positive effect on impulsive buying. Additionally, wishful identification was found to significantly moderate the relationship between these variables and impulsive buying. These findings suggest that increasing impulsive buying behavior among TikTok users is influenced by the congruence between consumers, products, and influencers, which is further strengthened by consumers’ desire to emulate the influencers’ lifestyles. Therefore, effective digital marketing strategies on TikTok should focus on the alignment between influencers, products, and consumers, while also considering consumers’ aspirational identification with influencers. Keywords: Consumer Influencer Congruence, Consumer Product Congruence, Influencer Product Congruence, Wishful Identification, Impulsive Buying.