Self-monitoring and Trust as Essential Factors on Impulsive Purchase of Hand Sanitizer Products in Indonesian COVID-19 Situation

This study was conducted to analyze how self-monitoring affects impulse buying of hand sanitizers during the COVID-19 pandemic, as well as investigating what self-monitoring factors affect impulse buying of hand sanitizers during the covid-19 pandemic. This study uses an independent variable, namely self-monitoring. The dependent variable is impulse buying with consumer trust as an intervention variable. This study uses a descriptive causal research method with a quantitative approach. Sampling technique used in research. We use a non-probability sampling technique with purposive sampling type, with a total of 100 respondents. The data analysis technique used descriptive analysis and multiple linear regression analysis. Based on the results of descriptive analysis, there is a mediating effect between the relationship between consumer confidence with impulsive buying decisions.