ABSTRACT
Purpose: An examination of the effect of religiosity on impulse buying by considering the mediating role of self-monitoring. Research Design: This study quantitatively investigated 270 undergraduate students in East Java using a path analysis approach. Findings: The results showed that religiosity had both direct and indirect effects on impulse buying. The extent of the direct effect of religiosity on impulse buying was 0.113, while that of the indirect one effect mediated by self-monitoring was 0.113 × (-0.243) = −0.0275. This indicated that although an individual was religious and had a good level of self-monitoring, this did not immediately lead to the alleviation of impulse buying. Implications: Business players who understand that religious individuals with good self-monitoring might still impulse buy may take these findings as providing opportunities to reach a specific targeted market by offering products which corresponded to the needs of their religiosity.
