MUHAMMAD DZAKI HILMIY Primary Author mixed material bibliography Banda Aceh Fakultas Ekonomi dan Bisnis 2025 id Indonesia

Skripsi

ABSTRACT The advancement of digital technologies has significantly reshaped consumer behavior, particularly through the widespread use of social media platforms like TikTok Shop for online purchasing. A prominent trend observed in this context is the ability of content created by social media influencers (also referred to as POs) to stimulate consumers’ tendencies toward impulsive buying. Influencers who possess audience characteristics that align with the target market demonstrate greater effectiveness in driving impulsive purchase actions, especially when psychological factors such as desire identification come into play where consumers feel a sense of connection or aspiration toward the influencers they admire. This research investigates the influence of congruence among three relationships: between consumers and influencers, consumers and products, and influencers and products. Specifically, the study examines how alignment between influencers and products impacts online impulsive buying behavior among TikTok Shop users, while also evaluating whether desire identification serves as a moderating factor in this relationship. Employing a quantitative research design, the study utilizes a sample of 200 active TikTok Shop users, with data analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique via SmartPLS software. The findings reveal that congruence between consumers and products as well as between influencers and products significantly affects users’ impulsive buying intentions. This indicates that when the product aligns well with both the consumer’s preferences and the influencer’s persona, the likelihood of impulsive purchasing increases. Conversely, alignment between consumers and influencers does not exhibit a notable direct influence. Moreover, the moderating variable—wishful identification—does not appear to enhance the relationship between the congruence dimensions and impulsive purchase intentions. Hence, psychological motivations such as the aspiration to resemble influencers may not be sufficiently strong to intensify these associations in the context of TikTok Shop. Accordingly, marketing strategies should prioritize product relevance to the audience and the trustworthiness of influencers over emotional consumer-influencer bonds. Keywords: Influencer Congruence, TikTok Shop, Impulse Buying, Wishful Identification, Digital Marketing CONSUMER BEHAVIOR - MARKETING RESEARCH ONLINE MARKETING - MANAGEMENT 658.834 2 ELECTRONIC THESES AND DISSERTATION Universitas Syiah Kuala 1703641 2025-10-17 15:26:52 2025-11-18 15:45:42 machine generated