Title:
The Influence of Instagram Celebrities, Online Promotions, and Online Reviews on Impulsive Buying Behavior Through Perceived Trust and Perceived Value as Mediators

Authors:
Elisabeth Chris Nafabela Nugrawati, Yong Dirgiatmo, Indonesia

Abstract:

This study aims to examine the influence of Instagram Celebrities, Online Promotion, and Online Reviews on Impulsive Buying Behavior, with Perceived Trust and Perceived Value as mediating variables, based on the S-O-R (Stimulus-Organism-Response) theory. Data were collected through an online survey of 340 Instagram users and analyzed using the PLS-SEM method with the aid of SmartPLS 3. The outer model was evaluated through tests of convergent validity (with criteria of outer loading ≥ 0.7 and AVE ≥ 0.5), discriminant validity (using the Fornell-Larcker criterion), as well as reliability testing (using Cronbach’s Alpha, Composite Reliability, and Rho_A ≥ 0.7). The inner model was tested through R² and Q² values, and hypothesis testing was conducted using t-statistics and bootstrapping techniques. The results show that Instagram Celebrities and Online Promotion have a significant positive effect on Impulsive Buying Behavior, as well as increase Perceived Trust and Perceived Value. Online Reviews do not directly affect impulsive buying, but they significantly influence both mediators, which in turn mediate the relationship to impulsive behavior. This study highlights the importance of trust and perceived value in shaping consumer impulsive behavior and provides practical contributions to social media-based digital marketing strategies.

DOI: https://doi.org/10.51505/IJEBMR.2025.9515