The Influence of Consumer Behavior and Visual Merchandising on Consumers' Impulse Buying: The Mediating Role of Self-Control in Fashion Products Purchased through the Lazada Application in Padang

Della Sonia Putri; Yunia Wardi

doi:10.55927/ijsmr.v4i8.146

Authors

Della Sonia Putri Padang State University
Yunia Wardi Padang State University

DOI:

https://doi.org/10.55927/ijsmr.v4i8.146

Keywords:

Consumer Behavior, Visual Merchandising, Self Control, Impulse Buying, E-Commerce

Abstract

The development of e-commerce has increased the tendency of impulse buying in fashion products. However, the role of self-control as a mechanism explaining the influence of consumer behavior and visual merchandising on impulse buying is still limited. The study used a quantitative approach involving 384 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results showed that consumer behavior and visual merchandising had a positive and significant effect on self-control and impulse buying. In addition, self-control was proven to mediate the influence of both variables on impulse buying. These findings strengthen the application of the Theory of Planned Behavior and Stimulus–Organism–Response Theory in explaining impulsive buying behavior on e-commerce platforms and enrich the literature on the psychological mechanisms underlying consumer purchasing decisions.

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