Scrolling to Splurge: How Hedonic Shopping and Beauty Influencers Drive Impulse Buying Among Gen Z on TikTok

Abstract

This study investigates the influence of hedonic shopping motivation and beauty influencer endorsement on impulsive buying behavior among Generation Z TikTok users, with a specific focus on beauty products used by both males and females. Employing a quantitative approach, this research examines the impact of hedonic shopping motivation, driven by emotional gratification and pleasure, and the credibility of beauty influencers on impulsive purchase decisions. The findings, based on a survey of 149 Indonesian Generation Z TikTok users, reveal that both hedonic shopping motivation and beauty influencer endorsement are positively correlated with impulsive buying behavior, regardless of gender. Hedonic shopping motivation emerged as a significant predictor of impulsive purchases, while the influence of beauty influencer endorsement, although significant, exhibited a more rational rather than impulsive pattern. These results highlight the significant role of social media, particularly TikTok, in shaping the consumer behavior of younger generations, regardless of gender. The study's implications suggest that marketers should emphasize emotional benefits in their campaigns and collaborate with beauty influencers to promote more thoughtful purchasing decisions for both male and female consumers. However, the cross-sectional design of this study limits causal inferences, and the focus on a specific population may restrict the generalizability of the findings.

Keywords: Hedonic Shopping;Beauty Influencer; Impulse Buying; Generation Z;Tiktok