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The rapid growth of TikTok Shop as a social commerce platform has led to the emergence of 'toxic content' produced by influencers as a marketing tactic that effectively influences Generation Z's shopping behavior. This study investigates the role of TikTok Shop influencers and their 'toxic content' in stimulating impulse buying behavior among Generation Z consumers in the fast fashion sector, focusing on the psychological mechanisms involved, the most frequently purchased product categories, and the broader impacts of these consumption patterns. A qualitative research approach with a phenomenological design was used, and data were gathered through in-depth interviews with eight informants: six Generation Z consumers aged 19–24 years and two active TikTok Shop fashion influencers, selected via purposive sampling. The data were analyzed using the interactive model of Miles, Huberman, and Saldaña (2014). Findings show that 'toxic content' acts as a stimulus within the Stimulus-Organism-Response (S-O-R) theoretical framework, triggering impulse buying within minutes by evoking positive emotions and urgency. The Fear of Missing Out (FOMO) mechanism, driven by emotional triggers like time scarcity, social proof, and exclusivity, was the most dominant psychological factor. The most commonly purchased items were tops, coordinated sets, aesthetic bottoms, locally-made footwear, and accessories. The effects of 'toxic content' are financial, psychological, social, and environmental. This study advances influencer marketing literature and provides insights into Generation Z’s consumer behavior in the social commerce age.

This study aims to analyze the role of emotional response in the relationship between price discounts, store atmosphere, and shopping emotions on impulse buying among Matahari Department Store Pekalongan consumers. This study used a quantitative method with an accidental sampling technique on 100 respondents. Data analysis was conducted through instrument testing, classical assumption testing, hypothesis testing (t-test), path analysis, and the Sobel test. The results showed that price discounts had a significant effect on impulse buying. Store atmosphere was also proven to have a significant effect on impulse buying. Furthermore, shopping emotions had a significant effect on impulse buying. In addition, emotional response had a significant effect on impulse buying and was proven to mediate the influence of price discounts, store atmosphere, and shopping emotions on impulse buying. This study provides important insights for marketers, especially in designing marketing strategies that prioritize the influence of consumer emotional factors in driving impulsive behavior. By considering these factors, companies can be more effective in increasing sales through setting price discounts, store atmosphere, and utilizing consumer emotions positively.

Rapid adoption of cashless payments has reshaped everyday spending, especially among young consumers. While e-wallets deliver speed and convenience, constant exposure to discounts, cashbacks, and one-click checkouts may also foster more frequent discretionary purchases. This study examines the relationship between e-wallet usage intensity and consumptive lifestyle, focusing on how convenience and promotional stimuli relate to spending tendencies. Using a cross-sectional online survey of students and early-career workers, we collected self-reports on payment habits and consumption patterns with validated Likert-type instruments. Data were screened and analyzed with correlation and linear regression after basic assumption checks. The results indicate a positive and statistically meaningful association between e-wallet usage and consumptive lifestyle; respondents who transact more often via e-wallets tend to report stronger preferences for instant gratification, hedonic purchases, and impulse buying. Convenience features (e.g., stored cards, fast checkout) and promotional exposure (e.g., limited-time deals) emerged as salient correlates of the relationship. The findings add contextual evidence from Indonesia’s digital economy and suggest practical implications for users, platforms, and educators. Financial-wellbeing interventions such as digital budgeting tips, in-app nudges, spend limits, or post-purchase reflections may help align seamless payments with healthier consumption decisions. Future work can test causal mechanisms and evaluate design features that encourage prudent, goal-consistent spending without diminishing user experience.

The rapid growth of modern retail competition requires companies to understand key drivers of consumer purchasing behavior, particularly impulse buying. This study examines the influence of price perception on impulse buying, with positive emotion as the mediating variable. Data were collected from 100 Circle K customers in Denpasar City using a purposive sampling method. Responses were collected through questionnaires and analyzed using Path Analysis and Sobel Test. The findings show that price perception has a positive and significant effect on impulse buying and positive emotion, and positive emotion has a positive and significant effect on impulse buying. Further, positive emotion is a significant mediator in the relationship between price perception and impulse buying. These findings support Cognitive Appraisal Theory, suggesting that favorable price perceptions of sales promotions can evoke positive emotional responses, which in turn encourage impulse buying behavior among Circle K customers in Denpasar City.

The development of digital technology and the massive penetration of social media have transformed consumption patterns, particularly among younger generations. Excessive use of social media may lead to addictive behavior, which has the potential to trigger psychological anxiety such as fear of missing out, and ultimately encourage impulse buying behavior. Denpasar City, as a center of urbanization and consumption in Bali, serves as an appropriate location to examine this phenomenon, as its community tends to be consumptive and highly active in social media use. The purpose of this study is to explain the role of fear of missing out in mediating the effect of social media addiction on impulse buying. This study employs Uses and Gratifications (U&G) theory as the theoretical foundation, with a sample of 130 respondents selected using purposive sampling. Data collection was conducted through a questionnaire method. The study applied descriptive and inferential techniques, including Path Analysis, Classical Assumption Test, and Sobel Test. The findings reveal that fear of missing out mediates the effect of social media addiction on impulse buying. This study strengthens the understanding that social media not only influences social interaction but also shapes impulsive consumption behavior as a result of psychological pressure and exposure to digital content.

This study aims to analyze the effect of store layout and product display on computer spare part sales at Bandung Trade Mall. The background of this study is based on the increasing competition in the computer retail business, which requires effective visual merchandising strategies to attract consumers. The research method used a quantitative approach with a survey of 20 respondents selected purposively. Data were collected through questionnaires, observations, and informal interviews, then analyzed using multiple linear regression. The results show that store layout and product display have a significant simultaneous effect on sales with an F value of 12.43; sig. < 0.05. The coefficient of determination (R²) of 0.62 indicates that both variables explain 62% of the variation in sales, while the rest is influenced by other factors outside the model. These findings reinforce the S-O-R theory that visual stimuli can increase consumer comfort, interest, and impulse buying. This study has practical implications for computer retailers to optimize store layout and product display as a strategy to improve sales performance.

The advancement of information technology has shifted marketing strategies from conventional to digital platforms, with TikTok emerging as a key driver of modern consumer behavior, including impulse buying. This phenomenon is evident in the local perfume industry, such as SAFF & Co, which has successfully captured a significant market share through strong content strategies. This study aims to analyze thej nfluence of Content Marketing, Price Discount, and Online Customer Review on Impulse Buying of SAFF & Co perfume via the TikTok application in Surabaya. A quantitative associative approach was employed, using an online questionnaire distributed to 100 TikTok users who have purchased the product. The data were analyzed using multiple linear regression. The results indicate that Content Marketing and Price Discount have a positive and significant effect on Impulse Buying, while Online Customer Review does not show a significant partial effect. However, simultaneously, all three variables positively and significantly influence Impulse Buying. These findings imply that businesses can stimulate consumer impulse purchases through effective content and discount strategies, while the role of customer reviews still requires optimization to strengthen their psychological impact on consumer purchasing decisions in social media environments.

This study examines and analyzes the effect of Shopping Lifestyle, Fashion Involvement, and Discount Prices simultaneously and partially on Impulse Buying in the Zalora Marketplace. And knowing which variables are most dominant in influencing impulse buying. The research approach used in this research is quantitative research. The criteria for selecting the sample in this study were those aged 17 and over who had used and made purchases through the Zalora Marketplace, and had routinely purchased products for the last 6 months through the Zalora Marketplace and were located in the Jabodetabek area. Questionnaires collected as many as 150 respondents, the data is then processed using multiple linear regression method. Based on the results of the analysis, it is known that the variables Shopping Lifestyle, Fashion Involvement and Discount Price simultaneously have a positive effect on Impulse Buying on the Zalora Marketplace. Partially, the Shopping Lifestyle and Fashion Involvement variables have a positive effect on Impulse Buying. But the Discount Price variable has no effect on impulse buying. Furthermore, the results show that the Shopping Lifestyle variable is the most dominant variable affecting Impulse Buying.

This study aims to analyze consumer behavior and impulse buying on the Shopee e-commerce platform, focusing on the young age group between 18 to 30 years old. In the digital era, e-commerce has changed the way of shopping, offering greater convenience and accessibility for consumers. The methodology used is a quantitative approach with the Technology Acceptance Model (TAM) model, which involves collecting data through questionnaires to 50-100 respondents. The results of the study indicate that consumer behavior has a significant influence on purchasing decisions, while impulse buying has no direct effect. These findings indicate that factors such as promotions and social trends play an important role in driving purchasing behavior among young consumers. This study provides insights for e-commerce managers in designing more effective marketing strategies to improve the online shopping experience.

The development of technology and social media, especially TikTok, has changed the way consumers interact with products and brands. This article aims to explore the impact of the language and communication used on TikTok on consumer behavior, especially in the context of impulse purchases. Through a qualitative approach, the study analyzed TikTok content that focuses on product promotion and how language and communication styles influence purchasing decisions. The results show that the use of engaging and communicative language on TikTok can increase buying interest and encourage consumptive behavior among users.

The industry in Indonesia has experienced significant development both online and offline, including the fashion industry, which has also undergone rapid growth. This development inevitably alters consumer behavior toward products in the market. One consumer behavior that requires attention is impulse buying, which refers to unplanned purchases. Impulse buying occurs due to emotional factors, which are also influenced by the store atmosphere, prompting spontaneous purchases. This study aims to examine and analyze the role of positive emotion in mediating the relationship between store atmosphere and impulse buying. The research was conducted among customers of the Uniqlo store at Bali Galeria Mall, with a sample size of 160 respondents selected through purposive sampling. Data collection was carried out using questionnaires. The analytical techniques employed include the Classical Assumption Test, Path Analysis, Sobel Test, and Variance Accounted For (VAF) Test. The analysis results indicate that: Store atmosphere has a positive and significant effect on impulse buying, Store atmosphere has a positive and significant effect on positive emotion, Positive emotion has a positive and significant effect on impulse buying, Positive emotion mediates the effect of store atmosphere on impulse buying. The theoretical implications of this study support previous research findings from the perspective of Consumer Behavior Theory. The practical implications provide guidelines for managers and staff at the Uniqlo store at Bali Galeria Mall to enhance customer impulse buying by leveraging store atmosphere and positive emotion.

This aims to find out and analyze the factors that influence impulse buying among Milopi Boutique consumers in Pontianak City. This research uses qualitative research methods with research subjects as consumers of the Milopi Shop boutique. The sampling technique is purposive sampling with data analysis techniques in this research being data reduction, display and verification. The results of this research show that there are 4 factors that influence impulsive buying: 1. Shopping Lifestyle 2. Fashion Involvement 3. Pre-Decision Stage 4. Post Decision Stage. The shopping lifestyle of Milopi Shop boutique consumers can be categorized into consumptive and hedonistic groups. This is reinforced by the high shopping interest of Milopi Shop boutique consumers with an average of 1-2x a month. Apart from that, their interest in shopping apart from the motif, style or style of good clothes is the quality of the materials used in the clothes. The biggest factor that influences Milopi Shop boutique consumers to shop is their own environment. This environment can include neighbors, friends, friends, artists and TikTok influencers who have the same taste in clothing as them. Sales and discounts also play a big role in the high level of impulsive buying at the Milopi Shop Boutique. After purchasing the goods, Milopi shop boutique consumers did not check/evaluate the goods again for fear of changing their minds.  

In the digital era, the Fear of Missing Out (FoMO) phenomenon has impacted impulse buying behaviour among Indonesians. This also has a positive impact on businesses, which can benefit greatly from the FoMO effect. With the increasing use of social media, especially on e-commerce platforms, FoMO has become a psychological factor that determines people's impulse purchase decisions. This research examines the phenomenon of Fear of Missing Out (FoMO) by using a qualitative method approach. This research is made through in-depth observation of the Indonesian community. This research can provide new insights for understanding people's behaviour in impulse buying in the digital era.

This study aims to analyze the role of fintech as a mediator in the influence of economic literacy on impulsive buying behavior among consumers. Economic literacy is considered an important factor that can influence consumer purchasing behavior, especially in making wise financial decisions. However, technological advances in the financial sector, especially fintech, have also played a role in facilitating impulse buying behavior through the ease of digital transactions and quick access to financial services. This study uses a quantitative approach with a survey method involving 250 respondents. The data was analyzed using a path analysis model to evaluate the direct influence of economic literacy on impulse buying, as well as the mediation role played by fintech. The results show that economic literacy has a negative influence on impulsive buying behavior, but fintech plays a significant role as a mediator that strengthens impulse buying tendencies, even though individuals have good economic literacy. These findings have implications for the development of financial literacy policies and fintech regulations to reduce the risk of consumptive behavior in the digital era.

In the rapidly growing era of digitalization, significant changes have occurred in consumer behavior, especially with the existence of e-commerce platforms and online marketing innovations. Today's consumers frequently browse for information about fashion products before making a purchase. Goals of the study to examine the impact of product searches on impulsive buys, Together with the relationship's moderating effect of flash sales, as well as sharia business perspective. Purposive sampling is a quantitative research method that is utilized. involving Shopee users in Bandar Lampung City. Data were collected using a Google Form-based questionnaire with a Likert scale. The findings indicated that the chance of making an impulsive purchase increased with the amount of time spent searching.. In addition, flash sales were shown to moderate this relationship, increasing impulse buying tendencies when found during browsing. These findings imply that the management of product browsing and flash sale offers needs to be considered in marketing strategies, taking into account the Shariah perspective to ensure fair and non-wasteful transactions.

This research aims to determine the influence of shopping lifestyle and discounts on impulse buying among Shopee users in the Solo Raya area through the moderating variable self-control. This research uses quantitative methods. The population in this study were Shopee users in Solo Raya and had made purchases at Shopee in the last 3 months. The sampling technique in this research used purposive sampling with 97 samples. Data collection is carried out online via Google Forms. Data analysis in this research used SEM (Structural Equation Modeling) via SmartPLS 4.0 software. The results of this research show that shopping lifestyle and discounts have a significant effect on impulse buying. The results of the self-control moderation analysis are able to moderate (strengthen) the influence of lifestyle shopping and discounts on impulse buying among Shopee users in the Greater Solo area.

The research was conducted on Shopee marketplace users in Banyumas Regency. The purpose of this study was to determine the influence of flash sales and free shipping on impulse buying among Shopee marketplace users in Banyumas Regency, both partially and simultaneously. The sample used consisted of the entire population or residents domiciled in Banyumas Regency, amounting to 97 individuals. The types of data utilized were primary data collected through distributing questionnaires directly to respondents and secondary data obtained from literature studies. The method employed in data analysis was multiple linear regression analysis, encompassing t-tests and f-tests after testing the data for validity, reliability, and classical assumptions. The classical assumption tests comprised multicollinearity, heteroskedasticity, and normality tests using SPSS software. The research findings indicate that flash sales do not have a significant effect, whereas free shipping significantly influences impulse buying.

Online shopping has become a rapidly growing trend among the Indonesian people. Shopee, as one of the popular online shopping platforms, was chosen as the focus of this research to analyze impulsive buying decisions. This study aims to investigate the influence of Hedonic Shopping Value and Shopping Lifestyle on the impulsive buying decisions of Shopee customers in Sidoarjo. This research uses a quantitative method, with data collection through questionnaires distributed to Shopee consumers in Sidoarjo and obtaining a sample of 75 respondents. The sampling technique used is nonprobability sampling. The data obtained were analyzed using Partial Least Square (PLS) with the help of the SmartPLS 4.0 application. The results show that Hedonic Shopping Value and Shopping Lifestyle have a significant influence on impulsive buying decisions.  

This research aims to analyze the influence of Hedonic Shopping Motivation and Promotion on Impulse Buying and Shopping Lifestyle. The research results show that Hedonic Shopping Motivation does not have a significant influence on Impulse Buying and Shopping Lifestyle with significance values of 0.835 and 0.793 (> 0.05) respectively. On the other hand, Promotion has a significant influence on Impulse Buying and Shopping Lifestyle with significance values of 0.004 and 0.000 (< 0.05) respectively. Additionally, Impulse Buying also has a significant influence on Shopping Lifestyle with a significance value of 0.000 (< 0.05). Path analysis reveals that the indirect influence of Hedonic Shopping Motivation is through Impulse Buying on Shopping Lifestyle is not significant, while the indirect influence of Promotion through Impulse Buying towards Shopping Lifestyle is significant. These findings emphasize the importance of promotional strategies in influencing consumer impulse shopping behavior and shopping lifestyles, and demonstrate the need for new approaches in understanding hedonic shopping motivations.  

This research  is motivated by the community  that  is currently dependent on  the  facilities provided by the internet  , with the  facilities provided by   the  internet   the community is able to meet  everything The desired needs, one of which is  online  shopping transactions.The purpose of this study was to determine whether there is a significant influence between price discounts and  hedonic shopping motivation on impulse purchases in consumers Shoppe_id students FEB PGRI University Semarang class of  2017  /2019. In conducting this research,  researchers are guided by  previous studies and the research method used is quantitative  research with the determination of data  sources using non-probability  sampling and accidental samling, for the  validity of the  data  researchers  took from the Student Administration Bureau which had been processed by researchers using SPSS 26. The results of  the analysis in  this study stated that the price discount (X1) sig value of 0.035 which means that  the price discount have a significant effect  on impulse buying (Y),  while for hedonic shopping  motivation (X2) shows a sig  value of 0.000 which means motivasi   hedonic shopping  has a significant influence on impulse buying (Y).