ONLINE REVIEW AND SOCIAL INFLUENCE: KEY FACTORS IN INCREASING IMPULSIVE BUYING AND SELF CONTROL AS MODERATION

Background – Lack of self-control that exists in consumers in making a purchase decision so that impulsive buying often occur which are influenced by external factors. Aim – The purpose of this study is to prove the relationship between online review variables and social influence on impulsive buying and how the role of self-control as a moderation variable on the influence of online reviews and social influence on impulsive buying of Shopee consumers. Design/ methodology/ approach – This research is a quantitative research with a data collection method using a questionnaire distributed via google form to 100 respondents with purposive sampling techniques. Data measurement uses a Likert scale of one to five. The data analysis used in this study is SEM (Structural Equation Modelling) through the SMART PLS 4.0 application with a moderating analysis model. Findings – The results showed that online reviews had a significant effect on impulsive buying of Shopee consumers, social influence not have a significant effect on impulsive buying of Shopee consumers, and self control acted as moderation in the influence of online reviews on impulsive buying, as well as self control doesn’t act as moderation on the influence of social influence on impulsive buying of Shopee consumers. Conclusion


INTRODUCTION
the increase in this growth rate, it can be said that the internet is increasingly minified by many users every year.The ease of access to the internet has made many changes in aspects of life in Indonesia.One of the changes that occurred was in the business sector, this was marked by the emergence of e-commerce (Setiawan, 2018).
According to (Apidana & Kholifah, 2022), e-commerce is a place to buy, sell, exchange their products, goods or services, either directly by using access from their Behavior in online shopping in the community that is increasing every year can make it easier for consumers to find consumer needs (Apprilliya, 2020).The lack of access to online shopping makes 82% of Indonesians prefer to shop online, but the result of this ease of access has a negative impact on the Indonesian people (Kurniawan, 2022).In fact, few of them shop online to meet basic needs, it is more likely to lead to impulse purchases.
According to (Theodoridis & Kraemer, 2020) in their research stated that impulse purchases are often purchase driven by a stimulus from outside the consumer, so that external factors are recognized to have a large impact on impulse purchases.In this study, researchers will focus on external factors, namely online reviews and social influence.
According to (Filieri, 2016) online review is a direct assessment from individuals or consumers that is not an advertisement.
Positive online reviews will further facilitate increased impulsive buying.Research (Fitri &;Syaefulloh, 2023) states that online reviews have a positive and significant effect on impulsive buying.

Meanwhile, research
conducted by (Ramanda, 2022) states that online reviews have a positive but not significant effect on impulsive buying.
In addition to online reviews, external factors that can influence impulsive buying are social influence, which is a process by which individuals change thoughts, feelings, attitudes or behaviors as a result of interactions with other individuals (Haryono, 2015).Research conducted by (Hafidz &;Tamzil, 2021)  Based on the research gap that has been described, it can be concluded that there are still inconsistencies between online review variables and social influence on impulsive buying, so it is necessary to present moderating variables to obtain empirical data.
One factor that can influence impulsive buying is self-control.A person with low self-control has a spontaneous and reckless impulse trait that makes decisions briefly (Handayani & Julianti, 2023).A person's failure to control themselves can lead to impulsive buying (Tangney et al., 2018).According to (Halim et al., 2023)  less benefits when purchasing a product than saving.Therefore, through self-regulation, people can control the urge to buy unnecessary goods impulsively (Sultan et al., 2012).

LITERATUR REVIEW Theory Stimuli-Organism-Response (SOR)
The theory of SOR (Stimuli Organism Response) was proposed by (Mehrabian, 1974) the  et al., 2020).Furthermore, according to the model, SOR theory also explains that response (R) becomes the final result or final decision of a person, which is described from approach or avoidance behavior (Donovan et al., 2019).The SOR theory model builds human behavior methods by analyzing human cognitive and affective states that are influenced by environmental stimuli (Shah et al., 2021).

Hypothesis
Online review is a form of word of mouth communication in online sales (Filieri, 2016) where prospective buyers get information about the product from consumers who have benefited from the product.As a result, consumers will find it easier to find comparisons with similar products sold to other online sellers.Online review indicators according to (Putri &;Wandebori, 2016) are:perceived usefullness, source credibility ,argument quality, valance ,volume of review.
Online review sering muncul pada platfrom online written by customers who have made a purchase.Sometimes online reviews are positive and negative statements, sometimes someone with these positive reviews can cause someone's desire to buy without being based on prior planning.

H1.
Online reviews have a significant effect on impulsive buying.
As social creatures, humans will always interact and socialize with others.It is undeniable that in social interaction, they will influence each other.One of the factors that will influence consumer decision attitudes is social influence.Social influence indicators according to (Priyatmoko, 2015) are: reference group, family, role and status.
In making purchasing decisions, sometimes we want to look the same as our environment.This can be felt when in our environment using a certain brand, we tend to make purchases similar to that

RESEARCH METHODOLOGY
The population in this study is all Shopee consumers who make purchases on Shopee e-

Measurement (Outer) Model
Validity tests include convergent validity and Reliability tests are seen in table 4.

Comparing Cronbach's Alpha and Composite
Reliability values should be >0.7,so that the criteria are met.

Structural (Inner) Model
Through the results in of the latest inventions are used to help facilitate activities carried out by humans such as internet networkbased technology that develops into information technology.Developments in the field of technology and information have an impact on changing people's behavior in the era of society 5.0 which cannot be separated from the use of the internet.With

E
applications or access through other social media networks.The research also mentioned that there are various kinds of e-commerce including social media, websites and online marketplaces.In this study, researchers will focus more on the market place.Marketplaces in Indonesia are very diverse, including Lazada, Tokopedia, Bukalapak and Shopee.Shopee is one of the marketplaces that still has http://dx.doi.org/10.30587/jurnalmanajerial.v11i01.6998, Shopee is the marketplace with the highest number of visits in Indonesia throughout the first quarter of 2023 by achieving an average of 157.9 million visits per month during the January -March period this year.
online as part of the study.Sample data collection is carried out by non-probability sampling method in the form of purposive sampling, which is based on criteria determined by researchers(Hair et al., 2017).The number of samples in this study amounted to 100 consumers who had made purchases on Shopee e-commerce.The data collection method uses the distribution of questionnaires to research respondents online using Google Fom.This study used 4 variables measured on a linear scale with 5 points, ranging from one to strongly disagree to five to strongly agree.All items are reported and responded to by respondents themselves honestly and without coercion.The four variables are adapted into a questionnaire with statement items according to the indicators of each variable and using clear language and easy to understand.Test the hypothesis in this study using the Structural Equation Model (SEM) based on Partial Least Square (PLS) with the consideration that the purpose of the study is to identify relationships between variables, complex structural models, small sample numbers and abnormal data distribution(Hair et al., 2017).This test uses 2 measurement models, namely outer loading and inner model.In this study, outer loading was used to measure the validity and reliability of the study, while inner model used the R-square value to determine the strength of exogenous variables against endogenous variables.As well as testing hypotheses through the coeffiecient path, to see the influence between variables.The operational definition of variables in this study is further described in table 1.Copyright© Creative Commons Attribution 4.0 International License Program Studi Manajemen Universitas Muhammadiyah Gresik Jawa Timur Indonesia discriminant validity.Convergent validity is seen through outer loading and AVE.Based on the results in tables 2 and 3.The outer loading value on all indicators >0.7 so that all indicators are valid and contribute to their variables and all AVE values on all variables >0.5 so that all variables are valid.

Table 2 .
Output Outer Loading Copyright© Creative Commons Attribution 4.0 International License Program Studi Manajemen Universitas Muhammadiyah Gresik Jawa Timur Indonesia .018.From these results, it can be seen that the T-statistic is 2.366 > the T-table is 1.96 and the P-value is 0.018 < 0.05 so that H0 is rejected Ha is accepted.The results of this study show that self-control acts as a moderation in the influence of online reviews on impulsive buying of Shopee consumers, meaning that in this study respondents tend to compare positive and negative reviews before making a purchase decision.Hypothesis 4 in this study states that self-control can strengthen the influence of social influence on impulsive buying.The results of this study used SmartPLS moderating.The results of the self-control analysis test showed that the significance value formed in social influence was greater than α = 0.05, which was 0.134.From these results, it can be seen that the T-statistic 1,500 < T-table 1.96 and the P-value 0.134 > 0.05 so that Ho accepted Ha rejected.Social The results showed that the significance value formed in social influence was greater than α = 0.05, which is 0.975.From these results, it can be seen that T-statistics 0.018 Copyright© Creative Commons Attribution 4.0 International License Program Studi Manajemen Universitas Muhammadiyah Gresik Jawa Timur Indonesia buying.The results of this study used SmartPLS moderating.The results of the self-control analysis test showed that the significance value formed in the online review was smaller than α = 0.05, which was 0self-control, tend not to be able to divert attention to have new products.Consumers who are strongly motivated tend to lead to compulsive behavior.In this study, selfcontrol does not act as moderation, this