73 Author: Arif Wibowo & Setyabudi Indartono The Role of Consumer Self-Efficacy on the Effect of Demographics Background on Impulse Behavior Arif Wibowo & Setyabudi Indartono Universitas Negeri Yogyakarta, Indonesia ABSTRACT This study adopted a motivation theory to explore the antecedents of impulse buying behaviour. Different customers’ demographic backgrounds are believed to affect their impulse buying. However, there has been no general consensus among researchers on this phenomenon. This study investigates the effects of consumers’ demographic backgrounds and their self-efficacy on impulsive buying behaviors. The results show demographic backgrounds affect self-efficacy differently which subequently affects customer impulse behavior. Implications and suggestions for future research are discussed. KEYWORDS: Demographics Background, Impulse buying, Consumers’ Self-Efficacy. Address Correspondence to: Setyabudi Indartono, Universitas Negeri Yogyakarta, Indonesia. Email: setyabudi_indartono@uny.ac.id Journal of Business Sciences (JBS) Volume 1, Issue 1, pp. 73-84 (ISSN: 2521-5302) June 2017