PENGARUH CONGRUENCE DAN AROUSAL TERHADAP NIAT PEMBELIAN IMPULSIF DARING DI TIKTOK SHOP: MODERASI WISHFUL IDENTIFICATION

SILVANA RIZKIYAH, . (2026) PENGARUH CONGRUENCE DAN AROUSAL TERHADAP NIAT PEMBELIAN IMPULSIF DARING DI TIKTOK SHOP: MODERASI WISHFUL IDENTIFICATION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh consumer-influencer congruence, consumer-product congruence, influencer-product congruence, dan arousal terhadap online impulse buying intentions pada pengguna TikTok Shop dengan wishful identification sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap pengguna TikTok Shop yang pernah melihat promosi produk melalui influencer dan memiliki pengalaman berbelanja di platform tersebut. Data penelitian dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS. Penelitian ini menguji delapan hipotesis yang terdiri atas pengaruh langsung dan pengaruh moderasi. Hasil penelitian menunjukkan bahwa empat hipotesis diterima, yaitu seluruh hipotesis pengaruh langsung, sedangkan empat hipotesis lainnya ditolak, yaitu seluruh hipotesis pengaruh moderasi. Temuan ini membuktikan bahwa consumer-influencer congruence, consumer-product congruence, influencer-product congruence, dan arousal berpengaruh signifikan terhadap online impulse buying intentions. Sementara itu, wishful identification tidak terbukti mampu memoderasi hubungan antara variabel-variabel tersebut dengan niat pembelian impulsif daring. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan literatur perilaku konsumen dan pemasaran digital serta menjadi referensi praktis bagi pelaku usaha dalam menyusun strategi promosi berbasis influencer di TikTok Shop. Kata kunci: TikTok Shop, congruence, arousal, wishful identification, online impulse buying intentions. ***** This study aims to analyze the influence of consumer-influencer congruence, consumer-product congruence, product-influencer congruence, and arousal on online impulsive buying intentions among TikTok Shop users, with wishful thinking as a moderating variable. This study used a quantitative approach with a survey method of TikTok Shop users who had seen product promotions through influencers and had shopping experience on the platform. The research data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS software. This study tested eight hypotheses consisting of direct effects and moderating effects. The results showed that four hypotheses were accepted, namely all direct effect hypotheses, while the other four hypotheses were rejected, namely all moderating effect hypotheses. These findings prove that consumer-influencer congruence, consumer-product congruence, product-influencer congruence, and arousal have a significant effect on online impulsive buying intentions. Meanwhile, wishful thinking was not proven to be able to moderate the relationship between these variables and bold impulsive buying intentions. This research is expected to contribute to the development of consumer behavior and digital marketing literature and serve as a practical reference for business actors in developing influencer-based promotional strategies on TikTok Shop. Keywords: TikTok Shop, congruence, arousal, wishful identification, online impulse buying intentions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, S.E., M.Bus. 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Silvana Rizkiyah .
Date Deposited:	04 Sep 2026 03:12
Last Modified:	04 Sep 2026 03:12
URI:	http://repository.unj.ac.id/id/eprint/73717

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