The Effect of Materialism, Endorsement and Brand Image on Online Impulse Buying Moderated Credit Card Usage in Denpasar City

ABSTRACT: One of the unique characteristics of consumers in Indonesia is that they tend to be impulsive inshopping. The rapid flow of information that can be accessed globally, makes it easier for people to haveknowledge about the products they need. The purpose of this study was to determine the effect of materialism,endorsement and brand image on online impulse buying in Denpasar City, and to see whether credit card usagecan moderate the relationship between materialism, endorsement and brand image on online impulse buying.Respondents obtained are 135 respondents based on non-probability sampling which are purposive sampling.This research used quantitative method with analysis technique using moderated regression analysis (MRA).The results of the analysis show that: materialism has a positive and significant effect on online impulse buying,endorsement has a positive and significant effect on online impulse buying, brand image has a negative andsignificant effect on online impulse buying, credit card usage is unable to moderate the effect of materialism ononline impulse buying, and credit card usage is able to moderate (strengthen) the effect of endorsement and alsobrand image on online impulse buying.

KEYWORDS : online impulse buying, MRA