Buy Now, Think Later: Impulsive Buying Behavior among Generation Z in Indonesia

Fahriansah Fahriansah, Nanda Safarida, Shelly Midesia

Abstract


This study examined how utilitarian value, hedonic value, word-of-mouth communication, and celebrity endorsements influence impulsive buying among Generation Z consumers in Aceh, Indonesia, directly and indirectly through shopping lifestyle. A quantitative approach was employed, with 399 respondents aged 15–24 surveyed via cluster sampling in major Aceh cities. Data was collected through questionnaires and analyzed using path analysis and PLS-SEM. Results revealed hedonic value, word-of-mouth, and endorsements significantly predicted shopping lifestyles, unlike utilitarian value. Additionally, utilitarian and hedonic value, endorsements, and shopping lifestyle directly influenced impulsive buying, but not word-of-mouth. An indirect effect on impulsive buying through shopping lifestyle was found for hedonic value, word-of-mouth, and endorsements, excluding utilitarian value. These findings suggest producers and marketers should strategically leverage value perceptions, communication channels, and influencer marketing to target Generation Z. Consumers must also exercise prudent spending habits to avoid financial issues or abnormal psychology. Overall, the study provides empirical insight for all stakeholders into the drivers of impulsive consumer behavior during the pandemic.

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ABSTRAK - Beli Sekarang, Pikir Nanti: Perilaku Pembelian Impulsif Generasi Z di Indonesia. Penelitian ini bertujuan untuk menguji pengaruh nilai utilitarian, nilai hedonis, komunikasi dari mulut ke mulut, dan endorsemen selebriti terhadap pembelian impulsif di kalangan Generasi Z di Aceh, Indonesia, baik secara langsung maupun tidak langsung melalui gaya berbelanja. Kajian ini menggunakan pendekatan kuantitatif dimana pengumpulan data dilakukan melalui survei terhadap 399 responden yang berusia 15-24 tahun di kota-kota utama di Aceh, yang dipilih dengan teknik cluster sampling. Hasil analisis jalur dan SEM-PLS menunjukkan bahwa selain nilai utilitarian, semua variabel seperti nilai hedonis, komunikasi dari mulut ke mulut, dan endorsemen mempengaruhi gaya berbelanja secara signifikan. Selain itu, variabel nilai utilitarian dan hedonis, endorsemen, dan gaya hidup berbelanja berpengaruh secara langsung terhadap pembelian impulsif, kecuali variabel komunikasi dari mulut ke mulut. Selanjutnya, terdapat pengaruh tidak langsung terhadap pembelian impulsif melalui gaya berbelanja terutama untuk variabel nilai hedonis, komunikasi dari mulut ke mulut, dan endorsemen; hanya variabel nilai utilitarian yang tidak menunjukkan adanya pengaruh. Temuan ini dapat menjadi acuan bagi produsen dan seller untuk secara strategis memanfaatkan persepsi nilai, saluran komunikasi, dan pemasaran influencer jika ingin menargetkan Generasi Z. Untuk konsumen sendiri, hasil ini menjadi reflektor terhadap kebiasaan belanja yang kurang bijaksana agar terhindar dari masalah keuangan atau psikologis. Secara umum, hasil kajian ini memberikan fakta empiris tentang pendorong perilaku pembelian impulsif yang didapat dijadikan acuan bagi seluruh pemangku kepentingan.


Keywords


impulsive buying; shopping lifestyle; hedonic value; word of mouth communication; endorsement

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