The Impact of Social Media Influence, Digital Payment Convenience, and Brand Equity on Impulse Purchase Behavior: A Structural Equation Modeling Approach

Impulse purchase behaviour has become a significant phenomenon driven by digital marketing and payment system advancements in contemporary consumer markets. This study examines the effects of social media influence, digital payment convenience, and brand equity on impulse purchase behaviour, with emotional states acting as mediators and perceived risk as moderators. A survey was conducted among 461 respondents in Johor, and data were analysed using structural equation modelling (SEM) in SmartPLS. The results show that social media influence and digital payment convenience significantly positively affect impulse purchase behaviour. Brand equity also positively influences impulse buying, emphasising the importance of trust and perceived value in consumer decisions. Additionally, emotional states were found to mediate these relationships partially. Perceived risk, however, negatively moderates the relationship between social media influence and impulse purchase behaviour, reducing the impact of social media on impulse purchases when risk perception is high. This study provides valuable insights into contemporary consumer behaviour. It offers practical recommendations for marketers to refine social media strategies, optimise payment systems, enhance brand equity, and mitigate perceived risks to foster impulse buying.