Analysis of Influential Factors on Generation Z’s Impulsive Buying Behaviour in Context of E-Commerce Beauty Product Purchases
Keywords:
Generation Z, Impulsive Buying Behaviour, E-commerce, Beauty Products, Online Consumer Behaviour
Abstract
This study aims to analyze the factors that influence Generation Z’s impulsive buying behaviour in the context of purchasing beauty products through e commerce platforms. The rapid growth of digital technology and online shopping has significantly changed consumer purchasing patterns, particularly among Generation Z, who are highly familiar with digital environments and social media. Impulsive buying behaviour is often triggered by various internal and external factors such as promotional offers, ease of access to online platforms, product attractiveness, and social media influence. This research uses a quantitative approach by collecting data from Generation Z consumers who have experience purchasing beauty products through e-commerce. Data were obtained through a structured questionnaire and analyzed using statistical analysis to identify the relationship between influencing variables and impulsive buying behaviour. The findings indicate that promotional strategies, product presentation, convenience of online transactions, and social influence play an important role in encouraging impulsive purchases among Generation Z consumers. Attractive discounts, limited-time offers, and visually appealing product displays on e-commerce platforms significantly increase the likelihood of unplanned purchases. In addition, recommendations from influencers and peer groups also contribute to shaping consumer decisions. Therefore, understanding these factors can help e-commerce businesses and beauty brands develop more effective marketing strategies to target Generation Z consumers while also encouraging more responsible purchasing behaviour.
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References
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Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
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Gu, Y., Zhang, H., & Li, X. (2023). Social norms and online purchase intention: The mediating role of trust and the moderating role of product type. Journal of Retailing and Consumer Services, 70, 103123.
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Hidayah, I. N., Setiowati, D. A. S., Sianipar, D. E. E., & Anisa, N. (2023). The influence of the TikTok poison phenomenon as a glow-up trend on interest in buying beauty products. APLIKATIF Journal of Research Trends in Social Sciences and Humanities, 2(1), 1–7.
Hoang, T. M., & Khoa, B. T. (2022). Impulse buying behavior of Generation Z customers in social commerce: Flow theory approach. International Journal of Research and Studies, 10(3), 45–60.
Kementerian Perdagangan Republik Indonesia. (2024). Kemendag ramal transaksi e-commerce di RI tembus Rp533 triliun. https://www.kemendag.go.id
Khatimah, H., Harahab, J., Amanda, V., & Indriyani, D. (2022). The effect of shopping lifestyle, hedonic shopping motivation, and sales promotion on impulsive buying among Gen Z consumers on e-commerce. International Journal of Applied Business and International Management, 7(3), 1–10.
Khoerunnisa, G., Fitriadi, B. W., & Risana, D. (2023). Influence of fashion trend and promotion on purchase decisions. Journal of Indonesian Management, 3(3).
Kim, Y. A., & Srivastava, J. (2007). Impact of social influence in e-commerce decision making. University of Minnesota.
Lee, C.-H., & Chen, C.-W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus–organism–response framework. Information, 12(6), 241.
Li, P., & Hassan, S. H. (2023). Mapping the literature on Gen Z purchasing behavior: A bibliometric analysis using VOSviewer. Innovative Marketing.
Lina, Y., Hou, D., & Ali, S. (2022). Impact of online convenience on generation Z online impulsive buying behavior. Frontiers in Psychology, 13.
Luhmann, M. (2020). The social life of cosmetics: A qualitative analysis of Gen Z's consumer behavior. Journal of Consumer Studies, 44(6), 123–136.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? International Journal of Web Information Systems, 17(4), 300–320.
Mubdir, G. A., Hashim, S., Ayob, A. H., & Rosli, N. (2024). Online purchase intention using social media: A systematic literature review. Engineering, Technology & Applied Science Research, 14(5), 17261–17268.
Mulyani, D., Setiawan, R., & Hartono, T. (2023). The influence of live streaming on flash sale and its impact on impulse buying of Shopee users in Indonesia.
Nanda, A., Gupta, P., & Singh, R. (2024). Impact of sales promotion on consumer buying behavior in the apparel industry. Open Access Business Journal, 11(1).
Nguyen, T. S., Nguyen, V. H., & Nguyen, T. H. T. (2024). The impact of online reviews and eWOM on impulse buying tendency: A study of Vietnamese Gen Z consumers. Journal for International Business and Entrepreneurship Development, 16(1), 117–141.
Nunnally, J. C. (1978). Psychometric theory (2nd ed.). McGraw-Hill.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill.
Onjewu, A.-K. E., Godwin, E. S., Azizsafaei, F., & Appiah, D. (2024). The influence of technology use on learning skills among generation Z. Industry and Higher Education, 39(2), 139–157.
Park, J., Yoon, S., & Kim, S. (2021). The impact of sales promotions and FOMO on consumer purchase decisions. Journal of Retailing, 97(2), 198–210.
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848.
Ratnaningsih, D. S., & Halidy, M. (2025). The millennial and Gen Z obsession: Viral marketing, FOMO, and exclusive Apple products. International Journal of Humanities, Arts and Social Sciences, 8(24), 01–20.
Rodrigues, R. I., Lopes, P., & Varela, M. (2021). Factors affecting impulse buying behavior of consumers. Frontiers in Psychology, 12.
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189–199.
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305–313.
Salsabila, R., & Suyanto, A. (2022). Analisis faktor-faktor pembelian impulsif pada e-commerce kecantikan. Samudra Ekonomi dan Bisnis, 13(1), 76–89.
Shen, W., Jin, S., Zhang, W., & Zhang, P. (2022). How scarcity affects consumers’ impulse buying through emotions. Frontiers in Psychology, 13.
Widodo, A., Rubiyanti, N., & Madiawati, P. N. (2024). Indonesia's online shopping sector transformation. Pakistan Journal of Life and Social Sciences, 22(2), 5547–5563.
Wongsunopparat, S., & Deng, B. (2021). Factors influencing purchase decision of Chinese consumer under live streaming e-commerce model. Journal of Small Business and Entrepreneurship Development, 9(2).
Yade, M. E. L., & Indrawati, N. (2024). Impulse buying in Gen Z. ICOICT Conference Proceedings, 514–520.
Yuen, K. F., Wang, X., Ma, F., & Li, K. X. (2020). Consumer panic buying. Journal of Retailing and Consumer Services, 57, 102226.
Zhang, H., & Liu, Y. (2023). Examining the effect of impulse purchase behavior in live streaming e-commerce. In Advances in Digital Marketing and E-commerce (pp. 215–230). Springer.
Zhang, Y., Huang, Y., & Li, W. (2022). Impulsive buying behavior in Gen Z. Journal of Consumer Research.
Zhang, Y., & Li, J. (2023). Consumer engagement and impulsive buying in live commerce. Journal of Business Research, 160, 113964.
Zhang, Y., & Liu, X. (2022). The effect of promotional activities on impulse buying behavior in online shopping. Journal of Retailing and Consumer Services, 58, 102270.
Zhang, X., & Rosli, N. (2025). FOMO, social validation and impulse buying in live streaming e-commerce. Journal of Ecohumanism, 4(1).
Zhou, Y., Tang, H., & Chen, L. (2022). Determinants of impulsive buying behavior in electronic commerce. Sustainability, 14(12), 7500.
Aqsa, D. F., Rosnani, T., Pebrianti, W., Ramadania, & Heriyadi. (2024). The influence of live streaming, flash sale, and free shipping programs on Generation Z’s impulsive buying with positive emotion as the role of mediating. Ilomata International Journal of Management, 6(2), 571–586. https://doi.org/10.61194/ijjm.v6i2.1510
Badan Pusat Statistik. (2025). Statistik E-Commerce 2023. https://www.bps.go.id/id/publication/2025/01/30/d52af11843aee401403ecfa6/statistik-e-commerce-2023.html
Badan Pusat Statistik Indonesia. (2024). Ekonomi Indonesia triwulan III-2024 tumbuh 1,50 persen (Q-to-Q). https://www.bps.go.id/id/pressrelease/2024/11/05/2382/ekonomi-indonesia-triwulan-iii-2024-tumbuh-1-50-persen--q-to-q-.html
Chang, Y. W., & Hsu, Y. (2022). Beauty consumption matchmaking mechanism for confirming the requirement specification of app development in the post-COVID-19 era. Frontiers in Psychology, 13, 925905. https://doi.org/10.3389/fpsyg.2022.925905
Chen, N., & Yang, Y. (2023). The role of influencers in live streaming e-commerce: Influencer trust, attachment, and consumer purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1601–1618.
Chen, W.-K., Chen, C.-W., & Silalahi, A. D. K. (n.d.). Understanding consumers’ purchase intention and gift-giving in live streaming commerce: Findings from SEM and fsQCA. Emerging Science Journal.
Cialdini, R. B. (2009). Influence: Science and practice. Pearson Education.
Elhai, J. D., Yang, H., & Montag, C. (2021). Fear of missing out (FOMO): Overview, theoretical underpinnings, and literature review on relations with severity of negative affectivity and problematic technology use. Brazilian Journal of Psychiatry, 43(2), 203–209.
Erlangga, H., Setiawati, T., Riadi, F., Hindarsah, I., & Riani, D. (2024). Consumer behavior in the digital age: A qualitative analysis of online shopping patterns in Indonesia. Majalah Ilmiah Bijak, 21(2), 424–432.
FasterCapital. (n.d.). Types of promotional pricing tactics. Retrieved April 11, 2025, from https://fastercapital.com/topics/types-of-promotional-pricing-tactics.html
Ferdinand, M., & Ciptono, W. S. (2022). Indonesia’s cosmetics industry attractiveness, competitiveness and critical success factor analysis. Jurnal Manajemen Teori dan Terapan, 15(2), 209–223.
Fitriyani, & Afrizal, Y. H. (2024). Use of cashless payment and its implications for impulsive buying: Examining consumer behavior patterns in the digital era in e-commerce. Sentralisasi, 14(1), 94–113.
Flecha Ortiz, J. A., Corrada, M. S., Pérez, S., Dones, V., & Rodríguez, L. H. (2023). Exploring the influence of uncontrolled social media use, fear of missing out, fear of better options, and fear of doing anything on consumer purchase intent. International Journal of Consumer Studies, 48(1).
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Good, M. C., & Hyman, M. R. (2020). Fear of missing out: Antecedents and influence on purchase likelihood. Journal of Marketing Theory and Practice, 28(3), 330–341.
Gu, Y., Zhang, H., & Li, X. (2023). Social norms and online purchase intention: The mediating role of trust and the moderating role of product type. Journal of Retailing and Consumer Services, 70, 103123.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis (7th ed.). Prentice Hall.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.
Han, Y., Zhang, M., & Lee, C. K. (2021). Consumer preferences and behavioral patterns among Generation Y and Z: A study on technology use and brand interaction. Journal of Consumer Research, 48(2), 295–312.
Hidayah, I. N., Setiowati, D. A. S., Sianipar, D. E. E., & Anisa, N. (2023). The influence of the TikTok poison phenomenon as a glow-up trend on interest in buying beauty products. APLIKATIF Journal of Research Trends in Social Sciences and Humanities, 2(1), 1–7.
Hoang, T. M., & Khoa, B. T. (2022). Impulse buying behavior of Generation Z customers in social commerce: Flow theory approach. International Journal of Research and Studies, 10(3), 45–60.
Kementerian Perdagangan Republik Indonesia. (2024). Kemendag ramal transaksi e-commerce di RI tembus Rp533 triliun. https://www.kemendag.go.id
Khatimah, H., Harahab, J., Amanda, V., & Indriyani, D. (2022). The effect of shopping lifestyle, hedonic shopping motivation, and sales promotion on impulsive buying among Gen Z consumers on e-commerce. International Journal of Applied Business and International Management, 7(3), 1–10.
Khoerunnisa, G., Fitriadi, B. W., & Risana, D. (2023). Influence of fashion trend and promotion on purchase decisions. Journal of Indonesian Management, 3(3).
Kim, Y. A., & Srivastava, J. (2007). Impact of social influence in e-commerce decision making. University of Minnesota.
Lee, C.-H., & Chen, C.-W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus–organism–response framework. Information, 12(6), 241.
Li, P., & Hassan, S. H. (2023). Mapping the literature on Gen Z purchasing behavior: A bibliometric analysis using VOSviewer. Innovative Marketing.
Lina, Y., Hou, D., & Ali, S. (2022). Impact of online convenience on generation Z online impulsive buying behavior. Frontiers in Psychology, 13.
Luhmann, M. (2020). The social life of cosmetics: A qualitative analysis of Gen Z's consumer behavior. Journal of Consumer Studies, 44(6), 123–136.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? International Journal of Web Information Systems, 17(4), 300–320.
Mubdir, G. A., Hashim, S., Ayob, A. H., & Rosli, N. (2024). Online purchase intention using social media: A systematic literature review. Engineering, Technology & Applied Science Research, 14(5), 17261–17268.
Mulyani, D., Setiawan, R., & Hartono, T. (2023). The influence of live streaming on flash sale and its impact on impulse buying of Shopee users in Indonesia.
Nanda, A., Gupta, P., & Singh, R. (2024). Impact of sales promotion on consumer buying behavior in the apparel industry. Open Access Business Journal, 11(1).
Nguyen, T. S., Nguyen, V. H., & Nguyen, T. H. T. (2024). The impact of online reviews and eWOM on impulse buying tendency: A study of Vietnamese Gen Z consumers. Journal for International Business and Entrepreneurship Development, 16(1), 117–141.
Nunnally, J. C. (1978). Psychometric theory (2nd ed.). McGraw-Hill.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill.
Onjewu, A.-K. E., Godwin, E. S., Azizsafaei, F., & Appiah, D. (2024). The influence of technology use on learning skills among generation Z. Industry and Higher Education, 39(2), 139–157.
Park, J., Yoon, S., & Kim, S. (2021). The impact of sales promotions and FOMO on consumer purchase decisions. Journal of Retailing, 97(2), 198–210.
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848.
Ratnaningsih, D. S., & Halidy, M. (2025). The millennial and Gen Z obsession: Viral marketing, FOMO, and exclusive Apple products. International Journal of Humanities, Arts and Social Sciences, 8(24), 01–20.
Rodrigues, R. I., Lopes, P., & Varela, M. (2021). Factors affecting impulse buying behavior of consumers. Frontiers in Psychology, 12.
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189–199.
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305–313.
Salsabila, R., & Suyanto, A. (2022). Analisis faktor-faktor pembelian impulsif pada e-commerce kecantikan. Samudra Ekonomi dan Bisnis, 13(1), 76–89.
Shen, W., Jin, S., Zhang, W., & Zhang, P. (2022). How scarcity affects consumers’ impulse buying through emotions. Frontiers in Psychology, 13.
Widodo, A., Rubiyanti, N., & Madiawati, P. N. (2024). Indonesia's online shopping sector transformation. Pakistan Journal of Life and Social Sciences, 22(2), 5547–5563.
Wongsunopparat, S., & Deng, B. (2021). Factors influencing purchase decision of Chinese consumer under live streaming e-commerce model. Journal of Small Business and Entrepreneurship Development, 9(2).
Yade, M. E. L., & Indrawati, N. (2024). Impulse buying in Gen Z. ICOICT Conference Proceedings, 514–520.
Yuen, K. F., Wang, X., Ma, F., & Li, K. X. (2020). Consumer panic buying. Journal of Retailing and Consumer Services, 57, 102226.
Zhang, H., & Liu, Y. (2023). Examining the effect of impulse purchase behavior in live streaming e-commerce. In Advances in Digital Marketing and E-commerce (pp. 215–230). Springer.
Zhang, Y., Huang, Y., & Li, W. (2022). Impulsive buying behavior in Gen Z. Journal of Consumer Research.
Zhang, Y., & Li, J. (2023). Consumer engagement and impulsive buying in live commerce. Journal of Business Research, 160, 113964.
Zhang, Y., & Liu, X. (2022). The effect of promotional activities on impulse buying behavior in online shopping. Journal of Retailing and Consumer Services, 58, 102270.
Zhang, X., & Rosli, N. (2025). FOMO, social validation and impulse buying in live streaming e-commerce. Journal of Ecohumanism, 4(1).
Zhou, Y., Tang, H., & Chen, L. (2022). Determinants of impulsive buying behavior in electronic commerce. Sustainability, 14(12), 7500.
Published
2026-05-28
How to Cite
Hartono, J., Patricia, J., Tania, V., & Hendijani, R. B. (2026). Analysis of Influential Factors on Generation Z’s Impulsive Buying Behaviour in Context of E-Commerce Beauty Product Purchases. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9(2), 12174-12192. https://doi.org/10.31538/iijse.v9i2.10107
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Articles
Copyright (c) 2026 Jason Hartono, Josephine Patricia, Valencia Tania, Roozbeh Babolian Hendijani
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