ABSTRACT
In this research, the author proposes that social media has an effect on consumer behavior. This study aims to examine the relationship between celebgrams (celebrities on Instagram), electronic Word of Mouth (e-WOM), and pictures on impulse buying. A sample was obtained through purposive sampling and 116 samples used. The results showed that celebgrams have a positive, statistically significant influence on impulse buying. Neither pictures nor e-WOM had a significant influence on impulse buying.
